Internal Platform · Product & Systems Lead
Turning disconnected data into clearer decisions.
Consolidating fragmented insights into a single reporting suite for brands and internal teams.
Role
Lead Designer
Research
8 stakeholder interviews
Outcome
50%+ faster reporting
Backed by
CTO-approved initiative
Setting the Scene
In 2024, I led the redesign of SoPost’s Reporting Area, transforming how campaign performance was viewed, shared and trusted across the business.
Before this work, results were scattered across Campaign Manager, spreadsheets, Google Docs, and a complex internal tool called Mission Control. Each used different data refresh rates, so totals rarely matched. Reports were time-consuming to compile and confidence in the numbers was low.
The goal was to bring all reporting into one reliable suite, giving every team, from Commercial to Operations, a shared and trustworthy view of performance and value.
Visual coming soon
Fragmented reporting, before the redesign
Part One
Auditing and Aligning the Foundations
Problem
Reporting had become fragmented and unreliable.
- · Mission Control was overly technical and difficult to navigate
- · Campaign Manager split reporting across multiple isolated pages
- · Data inconsistencies eroded trust internally and with brands
Challenges Identified
- · Different refresh rates between systems created data mismatches
- · Duplicated charts and conflicting metrics across tools
- · No shared understanding of how datasets connected
- · Heavy manual effort to compile brand reports
Process
I audited every existing reporting view across Campaign Manager and Mission Control, documenting duplication and logic gaps.
In parallel, I worked with the Commercial team to review the reports they shared with brands, pinpointing where manual edits and visual inconsistencies created risk.
The audit made it clear that Mission Control needed to be dismantled. I presented my findings and proposal to the CTO, positioning reporting as a strategic product initiative, not a maintenance task.
Research and Testing
To validate direction, I interviewed eight people across Product, CSM, Engineering and Operations. Using a Figma-based testing matrix, I mapped their workflows and captured pain points. The findings were consistent:
- · People were piecing together insights across multiple tools
- · Each team defined “reporting” differently (fulfilment vs engagement vs exports)
- · No one had a full, end-to-end picture of campaign performance
This alignment secured executive backing to rebuild reporting around clarity, consistency and trust.
Part Two
Redesigning the Reporting Experience
Problem
Campaign Manager’s reporting pages (Overview, Orders, Demographics, Feedback and Reviews) existed in isolation. There was no hierarchy, shared data model or visual consistency.
Design Approach
I defined a single Reporting Hub that could:
- · Unify data sources under one structure
- · Standardise metrics, terminology and visualisation styles
- · Simplify navigation and reduce cognitive load
- · Build trust through accuracy and transparency
Exploration
I created a series of prototypes exploring:
- · Present vs future data flow mapping across systems
- · Card-based layouts grouping metrics by performance type
- · Standardised filters, comparison modes and accessibility patterns
- · Error and low-data states for transparency
- · Early brand-level roll-ups and ROI-ready structures
Each iteration was reviewed with Product, Commercial and Engineering to ensure the hierarchy reflected how insights were actually used and shared.
Visual coming soon
Reporting Hub: unified structure and card layouts
Impact
The new Reporting Area established a single source of truth for campaign performance.
It reduced reporting time by over 50 percent, and introduced consistent visual language and data standards across every team.
This foundation evolved into SoPost’s ROI and Impact Dashboards, Comparison Tables, and the Reporting Hub, forming the backbone of SoPost’s modern reporting ecosystem.
Reflection
This project rebuilt organisational trust in data and reshaped how SoPost understands campaign performance.
By unifying fragmented tools, aligning technical and commercial teams, and defining clear visual standards, reporting shifted from a manual task to a strategic, insight-led system.
The work became the foundation for everything that followed, connecting fulfilment, ROI and long-term value into one coherent reporting framework.