Dashboard Concept — Future Platform Vision
Designing the future of the platform — driven by research, not assumption
This was a concept project undertaken during my time as a Senior UX Designer at dunnhumby. After conducting interviews and research with internal stakeholders, I designed this dashboard concept to illustrate how the platform could progress in the future — and more importantly, how it could improve the self-sufficiency of users through customised dashboard experiences.
The goal wasn't to design a final product, but to create a compelling vision that could align stakeholders around a shared direction for where the platform needed to go.
Users were dependent on the platform team for basic customisation
At the time, users had limited ability to customise their experience within the dunnhumby platform. They often needed to request changes or rely on internal teams to surface the right data in the right way — which created bottlenecks and reduced the platform's overall value to users who wanted to move faster and work more independently.
The research revealed a clear appetite for greater self-sufficiency: users wanted to be able to configure their own dashboards to surface the metrics most relevant to their role, without needing to go through a request process.
Stakeholder research into a compelling future vision
- Conducted interviews with internal stakeholders across product, data science, and commercial teams to understand where the platform needed to go
- Synthesised research findings into a clear set of design principles for the future dashboard experience
- Designed a customisable dashboard concept showing how users could configure their own views, pin key metrics, and build a workspace tailored to their role
- Presented the concept to stakeholders as a strategic vision — grounding future roadmap conversations in a tangible, user-centred design direction
A research-backed vision for a more self-sufficient platform experience
The dashboard concept successfully illustrated a future direction for the platform that was rooted in real user needs. It gave stakeholders a tangible, visual representation of what improved self-sufficiency could look like — and created a shared reference point for future roadmap discussions.