I redesigned Consumer Edge's consumer-spending research tool so investors, hedge funds and corporations get to answers in 1–2 minutes instead of 4–5, with a guided path for new users and a deeper one for experts.
I redesigned the research tool that investors, hedge funds and corporations use to explore consumer spending data from Consumer Edge, a SaaS data research company. The new experience cuts through the noise of the original system and makes research streamlined and intuitive. As lead UX/UI designer, I worked with stakeholders, the product team and data analysts.
A simple search now takes 1–2 minutes, down from 4–5, giving users back 50–60% of their time.
Advanced search spans many flows and chart types, and clients compare year over year as trends shift. I planned a year of machine-learning analysis to learn the most common searches and their paths, how long each type of search takes, and how spending trends change which fields people research.
Users weren't sure where to find the fields they needed.
The system was too slow, holding up research.
The experience felt clunky and hard to learn.
Simple tasks took more clicks than they should.
A more intuitive research experience.
A simple path for less experienced users.
An advanced, well-organized path for experienced users.
Most basic users skip cohort information, so cohort became an optional step in an already short four-step flow.
Advanced users have many paths. I isolated the core use cases so they could complete their tasks, and added a visual connection that ties Industry, Subindustry and Brand together as one group.
The industry's terminology is standard, and competitors use it too, so instead of inventing new terms I added a clear explanation for each field.
The proposed flow gave advanced users a strong foundation, built to evolve with continuous iteration after launch.
Tracking went beyond Google Analytics to record every user action, data I used to understand advanced users' research process.
I redefined the existing primary colors to be accessible while staying on brand
Dark gray text with a lighter secondary gray
After reviewing the brand across marketing materials and company sites, I introduced a new color that's also accessible against white
HK Grotesk
The application's original font: readable, and already familiar to clients
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