THE PROBLEM Artists and managers struggled to understand how their fanbase was engaging with content. The previous dashboard offered little clarity or guidance, making it hard to turn insight into action. MY ROLE • Led end-to-end UX discovery alongside artists, managers and internal stakeholders • Ran research sessions to surface relevant insights • Mapped user journeys to identify key needs and pain points • Redesigned the dashboard UI to introduce clearer hierarchy and interactive guidance WHAT I DID • Conducted user research and interviews with target personas • Mapped out new IA to simplify key metrics and engagement tools • Designed the updated dashboard UI and interaction flows in Figma • Built a scalable design system to support future features OUTCOMES • Usability scores improved by 30% in testing • Increased clarity and confidence in managing fan data • Design system reduced visual inconsistencies by 50% Led end-to-end UX discovery alongside artists, managers and internal stakeholders • Ran research sessions to surface relevant insights • Mapped user journeys to identify key needs and pain points • Redesigned the dashboard UI to introduce clearer hierarchy and interactive guidance