UX/UI Design

Frequence is a one-stop-shop workflow platform for traditional media companies looking to expand their business into the digital advertisement area.  The platform automates all the tedious tasks media companies run into: from converting advertisers to running and managing digital advertisements campaigns.


Sketch, Figma, Zeplin, Google Analytics, Google Tag Manager, HotJar


User Interview, User Testing, Persona, Quantitative & Qualitative Analytics


Provided UX and UI support to the product team by taking on large-scale UI projects, assisting product managers with their wires, and implementing user research into the design process.




July 2019 - Present

The Challenge


The analytics dashboards provide sales reps and advertisers a comprehendible visualization of advertisement campaign data.

Sometimes our partners compete against each other in the same market, and use the analytics dashboard as a marketing tool to gain the business of advertisers. In order to prevent confusing the advertisers, we create and give overlapping partners different skins of our dashboard.


Design an analytics dashboard which feels and looks different from the other previous ones.


Examine previous dashboard designs to determine what hasn’t been done before.
Conduct user research to establish design direction and evidence based decisions.


User Interviews

Going into user interviews with little to no knowledge beforehand could ruin our image as a company to our partners, so some preliminary internal knowledge transfer sessions were necessary to get myself up to speed.

We internally covered the basics of each personas, then refined them by conducting user interviews to dissipate gray areas, and validate our assumptions to see if they accurately represented our users.



Design Principles Based On Findings


Some partners give advertisers access to analytics dashboards.  Most advertisers are unfamiliar with digital advertising metrics.

Easy To use

Both sales reps and advertisers are not tech savvy.  Good information architecture and responsive feedback help these users out.


Data visualizations provide meaningful information users can act upon.


We need to differentiate this dashboard from the other dashboards we had previously created.


Sales reps use it as a marketing tool when approaching prospective advertisers.


Design Inspiration

I save designs to my dribbble folders at the start of every week, in an attempt to keep myself up to date with current design trends. I have an entire folder dedicated to dashboard designs where I was inspired from.

Click here to see my dribbble dashboard saves!


Features of New Design

Improved Navigation

By chunking navigation items into steps, users are guided by the system and are able to find their pages with ease.


Taking descriptions out of hover interactions and putting them in plain sight allow users to understand them more easily.

chart navigator

Chart navigations improve granular clarity for large data sets, and also allow sales reps to frame and tell positive stories to tell their users.


Scatterplots gives granular insight as to exactly what times calls were missed and show possible trends than a bar chart which show totals per day.

CONSOLIDATED spreadsheets

On previous dashboards, users downloaded spreadsheets by each chart, causing tedious management of multiple spreadsheets. We solved this problem by consolidating all spreadsheets into one file and creating separate pages for each.


Stakeholder & Technical Reviews

Throughout the design process, I continuously checked with stakeholders to get buy-ins and compromised designs with engineers to maintain technical feasibility. By the time the designs were handed off to the product team and developers, everyone was on the same page.

Screen Recordings & Heat Maps

Due to the nature and complexity of our relationship with partners, I didn’t have access to conduct user tests. In order to get around this, I installed screen recording and heatmapping software to examine how our users use the platform.


New standards for the team

- Supporting 30.4% more desktop users with a screen resolution between 1280 and 1440px
- Consolidating spreadsheets and decreasing the number of files to download by 80%
- Utilizing breakpoints to change font sizes based on browser resolution
- Creation of common components to reduce repetitive dev effort between dashboards