A unified Power BI analytics suite consolidating HCP and DTC performance, website analytics, and partner data into a single source of truth, built for pharma commercial teams.
Pharma commercial teams were flying blind — five data sources, zero unified visibility, no way to act fast.
The real challenge wasn't the data — it was the people. HCP and DTC teams had completely different mental models of what "performance" meant. Designing a single dashboard that served both without alienating either required deep alignment work before a single wireframe was drawn.
"If a campaign director has 90 seconds in a boardroom, what is the one number they need to see — and what path do they take from there?"
Completely separate reporting cadences made cross-channel comparison impossible without painful manual data merging each week.
Weekly static reports arrived 3–5 days late. Decisions were being made on outdated data, causing consistently missed campaign windows.
Managers saw headline numbers but had no path to identify which partner, vendor, or campaign was driving underperformance.
Executive-grade, real-time analytics for 100+ transformation initiatives across 14 business domains, replacing Excel and biweekly PowerPoints for a boardroom-level audience.
A multi-million pound transformation programme was being governed by spreadsheets. The C-suite had no real-time view of anything.
The users were C-suite executives — people with almost zero tolerance for learning curves and absolute zero tolerance for ambiguity. Every interaction had to be immediately obvious. There was no room for onboarding flows or tooltips that explain what a chart means.
"If the CTO opens this dashboard mid-board meeting, can they answer 'which initiatives are at risk and why' in under 3 minutes — without any prior training?"
A massive transformation programme governed through spreadsheets and weekly PowerPoint decks. The C-suite had zero real-time visibility into value delivery, budget drift, or project risk. Every decision was made on stale, fragmented data.
Cormorant Garamond (display) · Syne (headers) · DM Sans (body)
A centralised web application that replaced manual Excel SKU workflows across global markets — automating prioritisation, applying constraints, and delivering standardised Must-Have / Next-Best outputs.
Every market was doing SKU planning in their own Excel — no consistency, no automation, no way to compare results globally.
The users were analysts who had built years of personal workflows in Excel. The product had to feel faster and more powerful than what they already knew — or they'd simply go back to their spreadsheets. The biggest UX risk wasn't poor usability. It was building something technically correct that people refused to adopt.
"Does this feel like it was designed for the analyst sitting at this screen for 6 hours a day, or does it feel like it was designed by someone who's never done SKU planning?"
Designing analytics products that translate complex data into clear, confident decisions — at the precise intersection of data thinking and product design.
"My background in data analytics means I design with the data, not just around it. A fundamentally different kind of product thinking."
Complex data shouldn't require a PhD to interpret. The designer's job is to make the right decision obvious.
I specialise in the intersection of analytics systems and human decision-making. My foundation in data gives me fluency with the underlying logic of dashboards, KPI hierarchies, and reporting pipelines — meaning I design with the data, not just around it.
In 2.8 years of focused product design practice, I've worked across Healthcare & Pharma, CPG, Retail, Enterprise SaaS, and Financial Platforms — consistently solving one core challenge: how do you surface the right signal from noisy, high-stakes data so the right person can act in seconds, not hours?
Three enterprise products — each solving a complex data problem through deliberate, research-grounded UX. Click any card to explore the full case study.
Every project starts by understanding the data model — what signals exist, what's the grain, what the data can and can't say. Beautiful dashboards that surface the wrong answers are worse than no dashboard at all.
A dashboard that shows data isn't the goal. The goal is a decision made with confidence. Every layout choice is evaluated against: does this make the right action obvious?
I design strict hierarchies — what lives above the fold, what is a drill-down, what is an exception alert. Senior stakeholders should never scroll to find the signal.
My analytics background lets me decompose complex data architectures into mental models that match how analysts and executives actually think — not just how the data is stored.
The best analytics products are built in close partnership with data engineers, PMs, and business stakeholders. I facilitate metric alignment before a wireframe is ever drawn.
Every design decision should trace to a business outcome — reduced reporting effort, faster decisions, better spend efficiency. I design with measurable impact in mind from day one.
Open to Product Designer roles focused on analytics platforms, dashboards, and data-driven products. Let's talk.