Product Design · self-initiated concept · B2B SaaS
A five-module analytics platform for small e-commerce business owners in India who need answers, not dashboards they have to interpret.
[ 01 · The brief ]
Most analytics tools assume you already know what to look for.
Small e-commerce owners do not have a data team. They have a phone, twenty minutes, and a question like “why was last week worse than the one before”. Standard dashboards answer a different question entirely.
This concept starts from the owner question and works backwards to the chart.
[ 02 · Process ]
What I did
- Defined the five recurring owner questions the product has to answer directly
- Designed a dashboard that leads with a plain-language read of the week, not a metric grid
- Structured sales, analytics and inventory as answers rather than data views
- Built a consistent chart and card system so nothing needs a legend to decode
“Lead with the interpretation. Put the chart underneath it.”
Design principle
[ 03 · Findings ]
The design position
Every module opens with a sentence a non-analyst can act on, then exposes the underlying figures for anyone who wants them. The hierarchy is inverted from a conventional BI tool on purpose.
[ 04 · Outcome ]
Status
This is a self-initiated concept project, not a shipped product. It exists to demonstrate a position on information hierarchy in analytics tooling for non-expert users.
If a user has to interpret your chart before they can act, you have moved your work onto them.
Reflection