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.

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

DESIGNING EXECUTIVE ANALYTICS EXPERIENCES FOR ENTERPRISE DECISION-MAKING

My Role

Context

The Problem

Design Intervention

CONSTRAINTS & COMPLEXITY

LEGACY ANALYTICS ENVIRONMENT

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