In my role at Square, I spearheaded a transformative reporting project that seamlessly merged two critical components: the creation of a comprehensive design system and leadership in pioneering user experience research (UXR). As the lead, I orchestrated the development of a robust design system, meticulously crafting reusable components and design patterns to ensure consistency and efficiency across our reporting platform. Simultaneously, I took charge of driving cutting-edge UXR initiatives, delving deep into user behaviors and preferences to inform the design process.Through meticulous collaboration with cross-functional teams, I facilitated the seamless integration of design principles and user insights, resulting in a reporting platform that not only boasted a visually cohesive and intuitive interface but also prioritized user-centric functionality. By championing both the development of a full-fledged design system and spearheading innovative UXR methodologies, I played a pivotal role in shaping Square's reporting ecosystem into a pinnacle of design excellence and user satisfaction.

Crafting a relatable matrix was key to getting other teams onboard with the scale of our project. By distilling complex concepts into a visual framework, we provided teams across the organization with a clear roadmap to understand the scope and impact of our endeavor. Our matrix wasn't just a static document; it was a dynamic tool that fostered collaboration and alignment. By mapping out key milestones, dependencies, and outcomes, we painted a comprehensive picture of how our project intersected with the goals and objectives of other teams. Through interactive workshops and tailored presentations, we leveraged the matrix to engage stakeholders in meaningful conversations about the scale of our project and its implications for their areas of focus.

By illustrating how our success translated into opportunities for their teams to thrive, we garnered enthusiasm and support from across the organization. In the end, our relatable matrix served as more than just a planning tool; it was a catalyst for synergy and alignment, uniting teams behind a shared vision of success and propelling our project forward with confidence and momentum.

Running queries based on selected sellers for upcoming testing revealed something quite interesting. Sellers were engaging with repeat flows, predictable reports, and often never engaging with the platform outside of their typical reporting filters and groupings.

We identified areas for improvement, pinpointing where sellers faced hurdles or gaps in engagement. Armed with this knowledge, we tailored our strategies to address these pain points, ensuring a smoother, more seamless experience for all stakeholders involved. In essence, our journey through the data landscape wasn't just about crunching numbers—it was about illuminating pathways to success. By leveraging the power of information, we not only fine-tuned our rollout strategies but also fostered a culture of continuous improvement. And as we continue to harness the insights gleaned from our reporting platform, we're poised to navigate the ever-evolving business landscape with confidence and clarity.

Our journey into refining the platform unveiled a trove of additional insights, particularly regarding the positioning of sellers within our matrix. Through meticulous analysis of post-testing data, we gained deeper clarity on the nuanced dynamics at play, shedding light on the factors influencing seller placement. These newfound insights not only enriched our understanding of seller behavior but also empowered us to fine-tune our matrix, ensuring it accurately reflects the evolving landscape of seller engagement. Armed with this knowledge, we are poised to optimize our strategies and better serve the diverse needs of our seller community.

In recognizing the inherent diversity among sellers, it becomes apparent why a one-size-fits-all approach to reporting tools falls short. Our post-testing analysis illuminated the intricacies of seller behavior and preferences, highlighting the need for tailored reporting solutions. Just as each seller occupies a unique position within our matrix, so too do they require reporting tools that align with their specific goals and challenges. Whether it's tracking performance metrics, monitoring inventory levels, or analyzing customer feedback, the varied needs of our sellers demand a versatile suite of reporting tools. By acknowledging and accommodating these differences, we can empower sellers to make informed decisions and drive their businesses forward effectively.

Placing sellers on the matrix was not merely about categorizing them; it served as a catalyst for uncovering intricate patterns across the ecosystem. As sellers found their designated positions, a fascinating tapestry of connections and correlations began to emerge. Through this process, we identified clusters of sellers exhibiting similar behaviors, preferences, and performance trends. These patterns provided invaluable insights into the underlying dynamics shaping the ecosystem, revealing hidden opportunities and potential areas for improvement. By discerning these patterns, we gained a deeper understanding of the interconnectedness of seller interactions and transactions within our platform. Armed with this knowledge, we are better equipped to tailor our strategies, optimize resource allocation, and foster a thriving ecosystem that benefits all stakeholders involved.

Cross-referencing seller positions on the matrix with feature requests proved to be a game-changer in our prioritization efforts. By aligning feature development with the identified patterns across the ecosystem, we gained invaluable context into the specific needs and pain points of different seller segments. For instance, sellers occupying similar positions on the matrix often shared common feature requests, indicating recurring challenges or desired functionalities within their respective clusters. This synergy between seller positioning and feature requests enabled us to prioritize development efforts effectively, ensuring that the most impactful enhancements were rolled out first. As a result, our approach to feature prioritization became more data-driven and targeted, ultimately leading to a more responsive and user-centric platform experience for all sellers.

Learnings from this phase

Sellers of different verticals need similar tools

Despite operating in different verticals, sellers often require similar tools to facilitate learning and growth within our platform. While their products or services may vary, their fundamental needs for insights, analytics, and resources remain consistent. By recognizing these commonalities, we can develop standardized tools and resources that cater to a broad range of sellers, regardless of their specific verticals. For example, features such as performance analytics dashboards, market trend reports, and educational webinars are valuable assets that can benefit sellers across various industries. By providing these universal tools for learning and improvement, we foster a collaborative environment where sellers can exchange knowledge, learn from each other's experiences, and collectively elevate their businesses to new heights.

We'll never please everyone, customization is key to the platforms success.

With a diverse user base comes an equally diverse set of needs, preferences, and expectations. Attempting to cater to every individual's desires with a one-size-fits-all solution is an exercise in futility. However, customization emerges as the beacon of hope in this sea of variability. By offering customizable features and options, we empower users to tailor the product experience to their unique specifications. Whether it's adjusting settings, personalizing interfaces, or selecting preferred features, customization provides users with the flexibility and autonomy they crave. In embracing customization as the cornerstone of our approach, we acknowledge and embrace the inherent diversity among our user base, ensuring that every individual can find a version of the product that resonates with them personally.

Most users exported away from the ecosystem

This behavior underscores a fundamental truth about user needs and preferences: simplicity and flexibility reign supreme. While our platform may boast a plethora of tools and capabilities, the ability to export data provides users with a sense of control and ownership over their information. Whether it's for further analysis, integration with other systems, or simply peace of mind, exporting data offers users the freedom to utilize their information in ways that best suit their needs. In recognizing this trend, we place a premium on ensuring seamless and intuitive export functionalities, empowering users to effortlessly extract and utilize their data as they see fit. After all, in a world where data is king, giving users the ability to easily access and manipulate their information is paramount.

Education played a vital role in the success of the tool

Education is the cornerstone of effective reporting within our platform, playing a vital role in empowering users to derive meaningful insights from their data. In a landscape where data is abundant but understanding can be elusive, education serves as the bridge between raw information and actionable intelligence. Through comprehensive training materials, tutorials, and resources, we equip users with the knowledge and skills necessary to navigate complex reporting tools confidently. By demystifying key concepts, explaining best practices, and showcasing real-world use cases, we enable users to make informed decisions and unlock the full potential of their data. Moreover, ongoing education ensures that users stay abreast of evolving reporting techniques and trends, empowering them to continuously optimize their reporting processes and drive business success. In essence, education is not just a supplementary aspect of reporting—it's an integral component that fuels insight, innovation, and growth within our platform.

Auditing the previous experience was a pivotal step in our product design journey, offering invaluable insights into our users' needs and pain points. Through meticulous examination of existing features, interfaces, and workflows, we gained a comprehensive understanding of the strengths and weaknesses of the previous iteration. This deep dive into the user experience provided a solid foundation upon which to build our redesign efforts, allowing us to identify areas for improvement and innovation. Armed with this knowledge, we embarked on a transformative journey to create a product that not only meets but exceeds the expectations of our users. The audit served as a guiding light, illuminating the path toward a more intuitive, efficient, and user-centric platform experience.

Mapping the seller journey across the rollout was a strategic imperative, guiding our efforts to deliver a seamless and impactful experience. By charting the path from onboarding to full utilization of the platform, we gained invaluable insights into the key touchpoints, pain points, and opportunities for enhancement. This holistic view empowered us to tailor our rollout strategies, ensuring that each step in the journey was purposeful and optimized for success. From initial engagement to ongoing support, our seller journey map served as a blueprint for delivering value and fostering long-term relationships with our users.

Our 24-user testing session proved to be a pivotal moment in our product development journey, uncovering critical revisions in copy, styling, and flow. Through hands-on engagement and real-time feedback, we gained invaluable insights into the user experience, identifying areas for improvement and optimization. From refining language to enhancing visual elements and streamlining navigation, every aspect of the product underwent careful scrutiny and iteration. The result? A more intuitive, engaging, and user-friendly platform that resonates with our target audience. By prioritizing user feedback and leveraging it to drive iterative improvements, we're not just building a product—we're crafting an experience that delights and empowers our users every step of the way.

The outcomes of our 24-user testing session were presented to the organization with a focus on actionable insights and tangible results. Through a comprehensive report and engaging presentation, we highlighted key findings, revisions, and their impact on the overall product development strategy. We emphasized the importance of user feedback in driving iterative improvements and showcased how revisions in copy, styling, and flow directly addressed user needs and preferences. Additionally, we provided recommendations for future testing and iteration, ensuring that the organization remained committed to delivering a user-centric product. By transparently sharing the outcomes of the testing session, we fostered alignment, collaboration, and a shared commitment to continuous improvement across the organization.

Full ecosystem library created

This centralized repository not only streamlines access to critical data but also empowers users to make informed decisions and drive business growth effectively. With the ecosystem reporting library at their fingertips, users are equipped to navigate the complexities of data analysis with confidence and clarity, propelling their success within our platform and beyond.

Multiple visualization and visual design elements

Each element was carefully designed to cater to different user preferences and reporting needs, ensuring versatility and effectiveness across various use cases. By incorporating intuitive navigation and visually compelling elements, I transformed raw data into actionable insights, empowering users to uncover patterns, trends, and opportunities with ease. Through iterative design processes and user feedback, I continuously refined and optimized these elements to deliver a seamless and visually impactful reporting experience for our users.

Scaling across touchpoints and hardware

By simulating diverse user scenarios and interactions, I evaluated the performance and responsiveness of our touchpoints across different devices and environments. This comprehensive testing approach allowed us to identify and address potential scalability challenges early in the development process, ensuring a seamless experience for users regardless of the hardware they were using. By optimizing touchpoint scalability, we were able to enhance accessibility and usability, enabling users to engage with our platform effortlessly across a wide range of touchpoints and devices.

The modular system revolutionized the way users create dashboards, offering unparalleled flexibility and customization. By breaking down the dashboard-building process into modular components, users gained the freedom to mix and match elements according to their unique preferences and requirements. From data visualizations to performance metrics and KPIs, each module was designed to be easily draggable, resizable, and configurable, empowering users to create dashboards that truly reflect their individual needs and priorities. This modular approach not only streamlined the dashboard creation process but also fostered creativity and innovation, enabling users to experiment with different layouts and configurations until they found the perfect combination. With the modular system, users became the architects of their own dashboards, putting the power of customization firmly in their hands.

The tag and blade system introduced a game-changing approach to scalable tooling, controls, and filtering within our platform. By implementing a flexible tagging system, users could easily categorize and organize data, tools, and controls according to their specific needs and preferences. This intuitive system allowed for seamless filtering and sorting, empowering users to quickly locate the tools and controls they required for their tasks. Additionally, the blade system provided a modular framework for incorporating new features and functionalities into the platform. This modular approach enabled us to rapidly deploy updates and enhancements without disrupting the user experience, ensuring scalability and adaptability as the platform evolved. Overall, the tag and blade system served as the foundation for a robust, scalable, and user-friendly platform that could effortlessly accommodate the diverse needs of our growing user base.

Tags to highlight actionable elements

Tags served as our primary control point and provided a quick path for accessing controls within our platform. By strategically assigning tags to various elements such as data, tools, and features, users could efficiently navigate and filter through the vast array of options available to them. This tagging system streamlined the user experience, allowing users to quickly locate and access the specific controls they needed for their tasks. Whether searching for data points, tools, or features, users could simply apply relevant tags to narrow down their options and find what they were looking for in a matter of seconds.

Blade to organize and display actions

Acting as modular containers, blades provided a structured framework for housing and organizing these essential elements, ensuring a cohesive and intuitive user experience. Each blade could be customized and configured to accommodate specific controls, filters, or group-bys relevant to the user's workflow.

Test every iteration to prevent one way decisions

Every major iteration of our platform underwent rigorous testing before being integrated into the system, ensuring a seamless and reliable user experience.