Analytics Dashboard

Transformed the company's business model by proactively creating an intuitive SEO dashboard that empowered account managers, leading to improved client retention and a pivot to SEO services.

The Challenge

While working with our account management team, I identified a critical gap in how we served our customers: Account managers lacked visibility into SEO performance metrics, customer SEO questions required lengthy research and delayed responses, valuable optimization opportunities were being missed, data existed but was scattered across multiple platforms, and there was no centralized system for tracking client SEO progress.

My Approach

Discovery

I interviewed account managers to understand their needs, conducted competitive analysis, mapped data sources, and determined how to consolidate metrics like keyword rankings, traffic analytics, and conversion data.

Strategy

My design focused on creating intuitive visualizations of complex SEO metrics, developing a simple interface for non-technical users, implementing real-time data updates, building customizable views, and enabling actionable insights through pattern recognition.

Iteration

I launched a prototype dashboard to a small group of account executives, iteratively gathering their feedback through structured user testing sessions. Based on their real-world usage and insights, I made continuous improvements to visualizations, workflows, and adding requested features.

The Solution

The final SEO dashboard included:

A comprehensive overview of client SEO performance
Automated alerts for significant ranking changes
Competitive positioning analysis
Content performance metrics
Customizable reporting for client presentations
Actionable recommendations based on data patterns

Results

The impact of this initiative far exceeded expectations:

Account managers reduced research time by 75% and could answer client SEO questions immediately
Client retention improved by 35% as account teams demonstrated greater value
The dashboard revealed untapped SEO opportunities that generated significant new revenue
Company leadership recognized the value of SEO specialization after seeing dashboard results
Business Transformation: The company pivoted its entire business model to focus on SEO services
My dashboard design became the foundation of the company's core product offering

Key Learnings