THE PROBLEM Merchants struggled to connect customer activity with revenue outcomes. The previous analytics tools were fragmented and difficult to interpret, making it hard to explain how loyalty programmes were contributing to business growth. MY ROLE • Collaborated as part of a cross-functional team, working closely with product, customer success, data and engineering • Led user discovery and ideation sessions • Mapped user flows and designed the attribution dashboard UI • Advocated for the user perspective throughout design and delivery WHAT WE DID • Carried out user interviews and reviewed feedback from support and CS teams • Mapped existing user journeys to uncover key points of friction • Explored alternative models for attribution and data visualisation • Designed new dashboard screens and interaction flows in Figma • Worked closely with engineering during implementation and iteration OUTCOMES • Engagement with attribution tools increased by 23% • New visualisation model helped surface clearer value from loyalty metrics • Users reported greater confidence when reporting results internally • Validated insights helped inform the next phase of the analytics roadmap