Overview:


Microsoft's Commercial Marketplace was scaling rapidly, but with that growth came complexity. Teams across marketing, sales, and operations were inundated with fragmented telemetry data. Metrics were buried across spreadsheets and dashboards, and no one had a clear view of what was happening with customers.

Executives couldn’t see where engagement was dropping. Partner managers couldn’t spot high-value accounts. And analysts were overwhelmed with requests for reports that were outdated by the time they were opened.

My challenge: Design a centralized, intuitive platform that gave internal teams and executives real-time clarity into customer behavior so they could make confident, proactive decisions.

The Problem:


Internal teams at Microsoft, particularly in sales, marketing, and operations were overwhelmed by fragmented telemetry data about customer engagement on the Commercial Marketplace. Metrics were spread across spreadsheets, dashboards, and manual reports, which made it difficult to:

• Understand customer behavior in real time

• Identify churn risks or high-value opportunities

• Launch timely, targeted campaigns

Key pain points:

• No single source of truth for engagement insights

• Data lacked visual structure and interpretability

• Heavy reliance on analysts and manual reporting

Objective:

How might we give internal teams and executives a clear, real-time view of customer activity that supports faster, more confident decisions?

Product Strategy:

This project wasn’t merely about creating a dashboard; it was about addressing a fundamental business challenge: How can internal teams leverage customer data quickly to drive meaningful action?

Strategic Pillars:

• Empower faster decisions with fewer dependencies: Reduce reliance on analysts and one-off reports by making insights self-serve and accessible.

• Shift from reactive to proactive: Surface predictive signals (like churn risk and abandoned cart prediction) that enable timely, targeted outreach.

• Create shared understanding across teams: Align sales, marketing, and operations with a consistent view of engagement.

• Design for scale and adaptability: Use modular components to future-proof the platform as data and team needs evolve.

• Bridge business goals with user context: Ground every design decision in real workflows while aligning with KPIs like retention, deal velocity, and activation.

I led this project end-to-end as the sole product designer:

• Conducted stakeholder interviews to uncover needs

• Designed the end-to-end user experience and dashboard architecture

• Created user flows, wireframes, and prototypes in Figma

• Collaborated with lead data analysts and data scientists to interpret telemetry, define metrics, and build predictive models

• Partnered closely with engineers and product managers throughout implementation

The Impact:

• Enhanced Engagement: 
Intuitive design boosted user engagement by 30%, streamlining daily workflows.

• Efficient Visualization: 
Unified metrics cut manual reporting, improving data analysis efficiency by 25%.

• Targeted Campaigns: 
Engagement scores drove marketing strategies, increasing conversions by 15% and reducing churn.
  Operational Gains: 
Real-time updates saved teams 10+ hours weekly, allowing focus on strategic priorities.

Reflection:

This project was more than just a dashboard design; it became a tool that transformed how Microsoft teams worked with customer engagement data. By consolidating insights into one platform, it allowed teams to interpret behavior, plan targeted campaigns, and align across departments with real-time metrics.

Key takeaways:

• Transforming complex data: I converted unstructured, fragmented telemetry into clear, actionable insights, enabling internal teams to trust the data and make informed decisions.

• Cross-functional collaboration: I worked closely with engineers, data analysts, and data scientists to address ambiguity early in the process, ensuring technical feasibility while keeping the user experience front and center.

• Designing for impact: I designed with momentum in mind, reducing friction in workflows, enhancing decision-making clarity, and enabling teams to act quickly on the insights provided.