Retail & E-commerce Analytics

Customer Segmentation Dashboard

Redesign the existing Consumer Segmentation Dashboard to simplify complex segment analysis across KPIs, markets, channels, and customer dimensions. As the platform evolved with additional metrics and analytical use cases, users needed a more unified, intuitive, and scalable experience to support consistent and data-driven decision-making.

Client

Global Brand

Timeline

4 Months

Role

Sr. Product Designer

Context

The world’s leading sportswear brands, known for its innovation in performance-driven footwear, apparel, and accessories. Operating in over 160 countries, the brand serves a diverse consumer base ranging from professional athletes to lifestyle enthusiasts.

The world’s leading sportswear brands, known for its innovation in performance-driven footwear, apparel, and accessories.

As part of its evolution into a data-driven and consumer-focused organization, It engages customers across a wide ecosystem of touchpoints, including:

  • E-commerce platforms

  • Physical retail stores

  • Mobile applications

  • CRM and marketing channels

This omnichannel presence enables the brand to capture rich data on customer behavior, transactions, and engagement patterns across regions and product categories, creating a strong foundation for informed decision-making.

Operating in over 160 countries, the brand serves a diverse consumer base ranging from professional athletes to lifestyle enthusiasts.


As part of its evolution into a data-driven and consumer-focused organization, It engages customers across a wide ecosystem of touchpoints, including:

  • E-commerce platforms

  • Physical retail stores

  • Mobile applications

  • CRM and marketing channels


This omnichannel presence enables the brand to capture rich data on customer behavior, transactions, and engagement patterns across regions and product categories, creating a strong foundation for informed decision-making.

The Business Shift

As a Senior Product Designer, I was responsible for driving end-to-end design ownership across multiple products and pods, while also contributing to the growth of design as a function.

Then

  • Performance was evaluated through markets, channels, and product categories

  • Focus was on understanding where transactions happened

  • Ecommerce and Retail were analyzed as separate performance areas

  • Consumer insights were viewed at a broader business level

  • Success was measured primarily through revenue and business KPIs

  • Teams analyzed performance across disconnected business dimensions

  • Limited visibility into long-term customer evolution

  • Performance was evaluated through markets, channels, and product categories

  • Focus was on understanding where transactions happened

  • Ecommerce and Retail were analyzed as separate performance areas

  • Consumer insights were viewed at a broader business level

  • Success was measured primarily through revenue and business KPIs

  • Teams analyzed performance across disconnected business dimensions

  • Limited visibility into long-term customer evolution

  • Performance was evaluated through markets, channels, and product categories

  • Focus was on understanding where transactions happened

  • Ecommerce and Retail were analyzed as separate performance areas

  • Consumer insights were viewed at a broader business level

  • Success was measured primarily through revenue and business KPIs

  • Teams analyzed performance across disconnected business dimensions

  • Limited visibility into long-term customer evolution

Now

  • Performance is increasingly viewed through a consumer-centric lens

  • Focus shifted toward understanding who is driving those transactions

  • Cross-channel and cross-touchpoint behavior became a key focus

  • Greater emphasis on consumer segments and behavioral patterns

  • Success is increasingly tied to engagement, retention, and lifecycle progression

  • Teams now require a more integrated and connected view of consumer behavior

  • Stronger focus on how consumers evolve from acquisition to retention

  • Performance is increasingly viewed through a consumer-centric lens

  • Focus shifted toward understanding who is driving those transactions

  • Cross-channel and cross-touchpoint behavior became a key focus

  • Greater emphasis on consumer segments and behavioral patterns

  • Success is increasingly tied to engagement, retention, and lifecycle progression

  • Teams now require a more integrated and connected view of consumer behavior

  • Stronger focus on how consumers evolve from acquisition to retention

  • Performance is increasingly viewed through a consumer-centric lens

  • Focus shifted toward understanding who is driving those transactions

  • Cross-channel and cross-touchpoint behavior became a key focus

  • Greater emphasis on consumer segments and behavioral patterns

  • Success is increasingly tied to engagement, retention, and lifecycle progression

  • Teams now require a more integrated and connected view of consumer behavior

  • Stronger focus on how consumers evolve from acquisition to retention

Role & Responsibilities

I worked as a Senior Product Designer, leading the end-to-end design of the Segmentation Dashboard. My role focused on translating complex and evolving business requirements into a structured, scalable, and intuitive analytics experience.

Ownership & Scope

I was the sole designer on the project, responsible for shaping the end-to-end user experience.

  • Defined the information architecture and
    overall dashboard structure

  • Designed key flows across:

    • Segment Overview

    • Lifecycle analysis

    • App Growth (cross-channel behavior)

  • Ensured alignment between business requirements, data logic, and user needs

I worked closely with my Design Manager, who supported me in brainstorming, understanding the problem space, and refining the approach, especially during early stages of ambiguity.

I was the sole designer on the project, responsible for shaping the end-to-end user experience.

  • Defined the information architecture and
    overall dashboard structure

  • Designed key flows across:

    • Segment Overview

    • Lifecycle analysis

    • App Growth (cross-channel behavior)

  • Ensured alignment between business requirements, data logic, and user needs

I worked closely with my Design Manager, who supported me in brainstorming, understanding the problem space, and refining the approach, especially during early stages of ambiguity.

I was the sole designer on the project, responsible for shaping the end-to-end user experience.

  • Defined the information architecture and
    overall dashboard structure

  • Designed key flows across:

    • Segment Overview

    • Lifecycle analysis

    • App Growth (cross-channel behavior)

  • Ensured alignment between business requirements, data logic, and user needs

I worked closely with my Design Manager, who supported me in brainstorming, understanding the problem space, and refining the approach, especially during early stages of ambiguity.

Cross-functional Collaboration

The project involved close collaboration with
multiple teams:

  • Partnered with data scientists and
    data engineers to:

    • Understand data structures and constraints

    • Align on KPI definitions and segmentation logic

    • Ensure feasibility of design decisions

  • Interacted with global stakeholders to:

    • Gather inputs

    • Validate evolving requirements

    • Incorporate feedback into design iterations

The project involved close collaboration with
multiple teams:

  • Partnered with data scientists and
    data engineers to:

    • Understand data structures and constraints

    • Align on KPI definitions and segmentation logic

    • Ensure feasibility of design decisions

  • Interacted with global stakeholders to:

    • Gather inputs

    • Validate evolving requirements

    • Incorporate feedback into design iterations

The project involved close collaboration with
multiple teams:

  • Partnered with data scientists and
    data engineers to:

    • Understand data structures and constraints

    • Align on KPI definitions and segmentation logic

    • Ensure feasibility of design decisions

  • Interacted with global stakeholders to:

    • Gather inputs

    • Validate evolving requirements

    • Incorporate feedback into design iterations

Existing Screens

This experience strengthened my ability to design within complex, diverse environments while contributing to the growth of design as a function.

The Gap

While the dashboard had access to extensive data across markets, channels, and customer interactions, there was no unified way to understand and compare consumer segment performance.

Insights distributed across pages

Data existed across different pages serving specific functions, requiring users to navigate across screens to build a complete view.

Variation in KPI definitions and segment views

Teams often worked with
slightly different interpretations of metrics and segment classifications, leading to inconsistencies in how performance was assessed.

Manual effort to connect insights

Bringing together perspectives across markets, channels, and customer dimensions required additional effort, making analysis more time-intensive and less seamless.

As a result, it was challenging to develop a consistent, holistic view of how different consumer segments contribute to overall business performance, and to confidently compare insights across teams and use cases.

Stakeholders

Liora

Role & Responsibilities

Global leadership stakeholder overseeing segmentation strategy and its application across business functions.
Involved in defining how segmentation insights are used for planning, campaign measurement, and decision-making.

Goals

Monitor overall business health across Teams
and Functions

Validate segmentation strategy and its business impact

Enable consistent, insight-led decision-making across teams

Liora

Needs

High-level view of segment performance across key KPIs

Clear visibility into segment contribution and trends

Ability to benchmark performance across segments, markets, and timeframes


Challenges

Lack of volume metrics and KPI relationships
(e.g., AOV vs order volume)

Limited visibility into what is driving performance
(activation, CRM impact)

Need for executive-level summaries and
correlation views across metrics

Research & Insights

To understand how the existing Segmentation Dashboard was being used and what needed to evolve, stakeholder interviews, workshops, and dashboard walkthroughs were conducted across business, CRM, analytics, and design teams. These activities helped identify key use cases, usability gaps, and evolving analytical needs.

Beyond Reporting

Users wanted to validate hypotheses, identify growth opportunities, and support campaign and activation planning not just track historical performance.

Comparison Was Core

Comparing segment performance across markets, channels, timeframes, and benchmarks was one of the most frequent user behaviors.

Need for Both Overview & Deep Dives

Leadership required quick summaries, while analytics and CRM teams needed detailed drilldowns, cohort views, and KPI-level analysis.

Context & Consumer Journey Matter

Users needed visibility into lifecycle progression, cross-channel engagement, and contextual benchmarks to better interpret performance.

Defining the Framework

First, users select the page based on the type of analysis or KPIs they want to explore:

  • Segment Overview -

    Provides a high-level understanding of all consumer segments and helps identify areas for deeper analysis

  • Consumer Lifecycle -

    Focuses on understanding customer progression across lifecycle stages

  • Cross-Channel Growth -

    Focuses on engagement and behavior across channels and touchpoints

The next layer consists of Lenses, which are different ways of categorizing or viewing consumers based on a specific business perspective.

Each Lens contains its own set of related segments and defines the context in which comparisons should happen.

For example:

  • Product Gender Shopper Lens

    • For Him Shopper

    • For Her Shopper

    • Family Shopper

  • Value Shopper Persona Lens

    • Premium Shopper

    • Value for Money

    • Deal Hunter

Within these Lenses, users could:

  • Analyze segment performance across key KPIs such as Demand, CLTV, and Repeat Rate

  • Compare performance across markets, channels, and customer types

  • Use filters and dimensions to explore data from multiple perspectives

  • Analyze segment performance across key KPIs such as Demand, CLTV, and Repeat Rate

  • Compare performance across markets, channels, and customer types

  • Use filters and dimensions to explore data from multiple perspectives

  • Analyze segment performance across key KPIs such as Demand, CLTV, and Repeat Rate

  • Compare performance across markets, channels, and customer types

  • Use filters and dimensions to explore data from multiple perspectives

Information Architecture

Dashboard

Dashboard

Dashboard

Lenses

Lenses

Lenses

Performance/ KPIs

Performance/ KPIs

Performance/ KPIs

Value Shopper Persona

Value Shopper Persona

Value Shopper Persona

Deal Hunter

Deal Hunter

Deal Hunter

Value For Money

Value For Money

Value For Money

Premium Shoppers

Premium Shoppers

Premium Shoppers

Markets

Markets

Markets

Channels

Channels

Channels

Customer Types

Customer Types

Customer Types

..etc

..etc

..etc

Product Gender Shoppers

Product Gender Shoppers

Product Gender Shoppers

For Her Shoppers

For Her Shoppers

For Her Shoppers

For Him Shoppers

For Him Shoppers

For Him Shoppers

Family Shoppers

Family Shoppers

Family Shoppers

Product Division Shoppers

Product Division Shoppers

Product Division Shoppers

Accessories

Accessories

Accessories

Footwear

Footwear

Footwear

Apparel

Apparel

Apparel

... etc

... etc

... etc

Segments

Segments

Segments

Ecosystem

Ecosystem

Ecosystem

Lifecycle

Lifecycle

Lifecycle

Segment Overview

Segment Overview

Segment Overview

Style Guide

Colors & Typography

# 75BBE1

# 000000

# 3A528C

# 468EB4

# EEF4F5

# D4E3E6

AdihausDIN

CC

Regular

Bold

# D82626

# 34C072

Solution