About Logical Position

Logical Position is a national digital marketing agency specializing in SEO, Paid Search, Paid Social, and Data Analytics. Their internal marketing teams managed campaigns for over 600 clients, yet each account relied on different reports, PDFs, and data sources making it difficult to see performance in one place.

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The Challenge

Before the redesign, data lived across multiple systems: Quickbase, Google Ads, CallRail, and manual spreadsheets.
Account Managers struggled to find insights quickly and clients lacked a single source of truth for campaign results, billing, and communication.

Key challenges:

No unified location for client marketing performance.
Difficult to compare data across paid search, SEO, and social.
Inconsistent reporting visuals and terminology.
High support volume due to confusion and fragmented tools.

Objectives & Constraints

To ensure the dashboard addressed real client pain points, I defined measurable goals and constraints:

Objectives:

Simplify analytics into one intuitive dashboard
Provide actionable insights and self-service options
Reduce support load for account managers
Build a foundation for future data expansion

Constraints:

Legacy Quickbase architecture
Only one engineer for implementation
Need to unify Paid Search, Social, and SEO data

The Goal

Create a centralized dashboard and client portal that enables users to access key marketing insights, track billing, and communicate seamlessly all in one place.

Access campaign performance in real time.
Download reports, invoices, and billing history.
Message Account Managers directly.
Reduce dependency on manual updates and support.

Role & Collaboration

As the sole UX Designer partnered with one front-end engineer and a visual designer (Gabby), I led the full UX process from discovery through delivery.

This project spanned from early discovery through multi-year iterative releases, laying the foundation for the future Client Portal ecosystem.

Facilitated stakeholder interviews and AM research.
Conducted journey mapping and persona creation in Mural.
Designed wireframes and high-fidelity prototypes in Figma and Adobe XD.
Partnered with engineering to document reusable components and design standards.

[digital project] image of case file on a tablet (for a legal tech)

UX Approach

The redesign followed an iterative process that turned raw analytics into actionable insight. My process balanced research, iteration, and data visualization to deliver clarity at scale.

Discovery & Research

nterviewed Account Managers and analyzed how they prepared client reports. Mapped pain points and workflow friction in Mural to identify opportunities for automation and clarity.

Through interviews and data reviews, I identified recurring themes:

Clients needed a single hub for all campaign data
Account managers needed a tool that reduces manual reporting
Leadership needed visibility and retention metrics

“Clients need one place where they can see everything, understand it, and take action.”

That became the north star for the entire design system.

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Define & Design

Created low-fidelity wireframes and explored visualization layouts that surfaced the most valuable metrics first.Standardized charts, typography, and data components to ensure visual consistency and scalability.

Core Design Decisions:

Unified navigation across Paid Search, Social, and SEO
Card-based KPI layout for at-a-glance insights
Clean color hierarchy and white space to reduce cognitive load
Time-over-time comparison tools for data context
Permission-based views for enterprise vs SMB clients
Reusable chart modules built for scalability.

Deliver & Validate

Prototyped in Figma and tested flows internally. Collaborated with engineering to integrate Looker Studio and Quickbase data pipelines.Launched the MVP version with built-in feedback loops to measure engagement and comprehension.

Impact

The redesigned dashboard became the central source of truth for 600+ client accounts, improving engagement, transparency, and decision-making.

+40% improvement in visualization clarity
Reduced support tickets through self-service access
Increased engagement & retention by improving transparency
Faster onboarding with simplified navigation and tooltips
Became the central source of truth for marketing performance

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Reflection

Designing this end-to-end experience taught me how to translate complex data systems into intuitive, human-centered interfaces.
This project wasn’t just about dashboards it was about designing trust. Turning complex, disconnected systems into an experience clients could depend on every day.

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