Element 3
Designed a customizable marketing dashboard to transform complex data into clear, actionable insights for executives and marketing teams.
Element 3
Service
Web Design
Date
January 2025 - May 2025
Project Overview
Element 3 is a full-service marketing agency specializing in channel marketing and seamless customer experiences. They needed a client-facing dashboard that made their marketing impact visible without overwhelming stakeholders. We uncovered pain points in their current tools through research, interviews, and heuristic analysis, then iteratively built a dashboard that surfaces high-level insights while allowing drill-downs into campaign performance. By aligning visuals to the marketing funnel and tailoring views for executives vs. operations teams, our final high-fidelity design improved clarity, reduced reporting fatigue, and enabled more strategic client conversations.
Key Highlights
Problem: Existing dashboards were cluttered and not client-friendly → WHY: Executives we interviewed said reports were too detailed, hard to interpret, and visually inconsistent.
Process: Conducted case study reviews, heuristic evaluations, and stakeholder interviews → WHY: This gave us concrete evidence of what executives valued (high-level summaries) versus what operations teams needed (granular data).
Design Choices: Created journey maps, personas, and iterative wireframes → WHY: To align dashboard flows with real decision-making patterns and to test information hierarchy before investing in hi-fi.
Solution: A role-based, visually engaging dashboard → WHY: Stakeholders wanted different levels of detail; separating views avoided information overload while still keeping consistency across personas.
Impact: Streamlined reporting and improved communication → WHY: By color-coding trends and surfacing wins/losses, clients could immediately recognize what needed attention without digging through raw metrics.
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