DESIGNING EXECUTIVE ANALYTICS EXPERIENCES FOR ENTERPRISE DECISION-MAKING

Organization
Verizon Wireless

System
LIFT

Role

Enterprise UX system design – Data visualization/decision UX
Frontend Development

Users
Data Scientists/ Business Analysts – Executives

Problem

Outcome

Designed enterprise analytics interfaces that helped Verizon Wireless leadership teams interpret nationwide performance data across markets, regions, and business segments.

The work supported the transition from fragmented reporting tools such as Excel and Cognos toward a modular analytics platform that allowed internal teams to launch, configure, and access decision-ready visualizations more efficiently.

My role focused on enterprise UX/UI design and front-end implementation support, translating backend data requirements into usable interfaces for executives, analysts, and internal stakeholders.

My Role

Enterprise analytics platform • Data visualization UX • Front-end implementation

  • UX/UI Designer for enterprise analytics experiences

  • Designed interfaces for executive and management dashboard use

  • Worked with backend SQL, data science, and development teams

  • Helped translate analytics requirements into usable visual patterns

  • Supported front-end implementation and design fidelity

  • Designed for dashboard launching, filtering, and modular visualization access

 

Context

Designed for internal Verizon Wireless leadership, analytics, and business teams using high-volume market and performance data.

  • Internal enterprise analytics environment

  • Executive, director, associate director, and manager users

  • Market performance, demographics, churn, regional, and promotional analysis

  • Transition from Excel/Cognos reporting toward Tableau-based visualization workflows

  • Used across internal decision-making teams on desktop and tablet workflows

 

The Problem

Before LIFT, analytics across Verizon Wireless teams relied on a mix of legacy reporting tools, manually assembled dashboards, and disconnected BI workflows.

Challenges included:

  • fragmented data across multiple reporting tools

  • limited accessibility for non-technical leadership teams

  • difficulty interpreting nationwide market performance quickly

  • dashboards that often required analyst mediation

  • uncertainty about whether users were seeing the latest or correct data source

Many executives accessed reports while traveling or in meetings, often from tablets, making traditional BI tools difficult to use effectively.

Design Intervention

The design work focused on making enterprise analytics easier to launch, interpret, and trust.

Key improvements included:

  • structuring entry points into guided analytics views

  • simplifying access to prebuilt visualizations by geography and business scope

  • supporting modular dashboard configuration through LIFT

  • surfacing relevant filters, widgets, and metrics in a more usable framework

  • reducing dependency on analyst-only workflows for dashboard access

This shifted the experience from fragmented reporting access to structured analytics navigation.

CONSTRAINTS & COMPLEXITY

The platform operated within a complex internal data ecosystem involving legacy reporting tools, Tableau visualizations, SQL-backed datasets, and multiple stakeholder groups.

A major UX requirement was not just usability, but data trust.

Designs had to help users understand:

  • what data they were viewing

  • which filters or scopes were active

  • when dashboards were last refreshed

  • whether the selected visualization matched the business question

Because internal leadership teams made high-level decisions from these views, data clarity and confidence were as important as visual simplicity.

LEGACY ANALYTICS ENVIRONMENT

Before LIFT, leadership teams relied on fragmented reporting environments and less flexible tools, often requiring specialist support to assemble the right business view.

Below illustrates the shift from legacy TAM-based workflows to the structured Unified UI dashboard model.

Next Case Study
Verizon Wireless — Enterprise Analytics UX
Designing executive analytics interfaces across enterprise data warehouse systems.
View Next Case Study