2024
Kraft Heinz
UX Design, Design System Implementation, Data Vizualization
UX Designer
The promo optimization dashboards are a suite of Tableau tools used by Revenue Management professionals at Kraft Heinz for their monthly analyses. Despite providing a wealth of data, the original dashboards lacked visual hierarchy and clarity, making it challenging to interpret insights effectively. How can we streamline financial data to enhance revenue generation opportunities and adhere to our design system?
Revenue Management professionals at Kraft Heinz struggle to extract actionable insights from the existing promo optimization dashboards due to visual complexity, lack of hierarchy, and redundancy in metrics. This hampers their ability to focus on critical KPIs and make informed revenue decisions efficiently.
UX Research
UX Design
Collaborating with a team of three Data Visualization Designers, we focused on identifying and addressing key issues in the existing Tableau dashboards. Our goal was to enhance the clarity and accessibility of the visualizations, making them easier to interpret and derive actionable insights. Additionally, we ensured the redesign adhered to our new design system, promoting consistency, usability, and a modern look and feel.
What improvements can make the data visualizations clearer and more straightforward for users to analyze?
How can the dashboards be designed to better support intuitive navigation and diverse user workflows?
How can the redesign help users uncover insights more efficiently and support better decision-making?
In what ways can we ensure the dashboards fully adhere to the new design system’s principles of consistency and usability?
I interviewed three finance users and stakeholders to understand how they use the dashboards. Participants included finance leadership, the BU Revenue Management Team (focused on national category insights), and the Revenue Management Execution Team (focused on customer-level insights). These interviews revealed diverse needs and priorities for the redesign.
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Streamline KPIs: The dashboards contained too many KPIs per page, leading to information overload and difficulty in focusing on critical metrics. Reducing and prioritizing KPIs will improve clarity and usability.
Eliminate Redundancy: Overlapping data across dashboards created confusion and inefficiencies. Consolidating and clearly distinguishing metrics will enhance coherence and streamline user workflows.
Tailor Insights: Users have distinct needs based on their roles, whether focusing on high-level national trends or granular customer-level insights. Designing for these specific use cases will ensure the dashboards better support their decision-making processes.
We then assessed each dashboard to decide whether it required a full redesign or just an update to align with the new design system. Some dashboards needed a complete overhaul to improve clarity and user experience, while others were simply updated without changing the core visualizations. This approach ensured consistency across the dashboards while addressing specific needs.
The decision process focused on balancing user needs with the recency of the designs. Dashboards that were central to users' routines or had complex data visualizations were prioritized for a full redesign, while others only needed updates to align with the new design system. The approach in the flow chart below ensured efficiency by targeting the areas that would have the most impact.
We began by converting our lower effort dashboards into the new design system, updating designs to match the new design system while preserving core visualizations. This ensured consistency in typography, colors, and layout, creating a cohesive and modernized look without disrupting the user experience. This allowed us to focus the rest of the timeline of this project on the more complex visualizations.
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For the full redesigns, we streamlined the ROI Overview by consolidating 24 KPIs into 7, using bar charts and tabs to display data by business unit. We also merged the Strategic Review and YTD/YTG dashboards, allowing users to toggle between the YTD/YTG and full-year views on one page, simplifying the overall experience.
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The old dashboards' limited top navigation made it difficult to access all tools or return to the landing page. To address this we implemented a new side navigation, part of our updated design system, which includes a complete list of dashboards, a link to the landing page, and the option to hide it for a cleaner workspace.
For these redesigns, I created clickable prototypes for testing and designed the following tasks to gain insight into users ability to complete them quickly and gain user feedback on the design elements:
Complete a task using the dashboard that involves reviewing the key metrics for a single business unit.
Find and compare the data for YTD/YTG with the full-year data.
Locate the most important KPIs on the ROI Overview dashboard
Verify that the data updates correctly and is easy to understand.
User testing tasks were largely successful, with users from various teams expressing positive feedback on the redesigned dashboards. When toggling between the YTD/YTG and full-year views using the tabs, users found the functionality more intuitive than navigating between multiple pages, and they appreciated being able to compare both sets of data on the same page. Participants who tested ROI Overview preferred seeing one Business Unit at a time to the previous view that showed all, due to the fact that BU Revenue Management team members only oversee one business unit at a time.
One change made as a result of user testing was changing the labels on the tier breakdown charts in Strategic Review to indirect labels in order to allow users to take screenshots with all of the data when the slices are too small to display labels.
By prioritizing clarity and relevance over overwhelming data, and designing with the end user in mind, I created a streamlined and intuitive dashboard experience. The final design makes it easy for users to quickly access key insights, navigate through business units, and compare performance metrics, ultimately enhancing decision-making and improving efficiency across teams.
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While this redesign solved many user pain points and created consistency across dashboards, next steps for this dashboard suite are as follows:
During this project, I focused on prioritizing critical dashboards to meet tight timelines, simplifying complex data for clarity, and collaborating closely with diverse teams. The iterative design process showed how small, user-driven adjustments can significantly enhance the overall experience. I'll carry forward the importance of balancing user needs with constraints and the value of ongoing feedback to refine designs in future projects.
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