Dashboard redesign

Dashboard redesign for a SaaS feedback company.

The Challenge

Starred is a SaaS feedback company that is focussed on the recruitment market. They have a solution where users can create, distribute and analyze feedback, built upon an automation hub where users can automatically distribute surveys. Starred has about 400 customers, ranging from well-known corporate like Coca Cola to up and coming startups like Brex.

The challenge Starred had was dashboarding. Their previous dashboard was made more than 6 years ago and had a lot of legacy, both from a technical as well as a functional perspective. They had had a stint with a new dashboard, which had been unsuccessful. They needed one new dashboard suite where all their users need could be met.


Since Starred had already gone through a new, unsuccessfull iteration of the dashboards my first action was to organise a retrospective workshop. This workshop had three simple question for both the legacy dashboard and the recent iteration:

With stakeholders from every corner of the business, this was a very interesting starting point. It turned out both dashboards had things that were liked that the other dashboard didn't have.

After this I started talking to users about the dashboards. I spoke with almost 10 users from 8 different companies. The best revelation I had was that the insights someone should see were dependant on the function or role. A recruiter should not see the same things that a team manager should see, and vice versa. This was so interesting, especially because the previous dashboards were not build that way; in most cases every user would see the same insights.

Information Architecture

Armed with these insights, I drafted a first information architecture sketch. Together with the insights from my user interviews, I presented these to the management team. During the discussion, we agreed upon three different dashboards for the new dashboard suite:

Low-fidelity prototypes

I started working on prototypes for these dashboards. Below you'll see my work for the survey dashboard. I used these low-fidelity prototypes to demo to stakeholders and get feedback.

Component Design

To come up with a consistent styling, I came up with a component system for dashboard styling. It consisted of rules, patterns and generic components that are the building blocks for this and future dashboards.

The Final Product

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