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Analytics evolution

My role on this project
Owner: All UX & Design assets & decision, prototypes, design thinking
Partner: Problem definition and scope with Engineering & Product Manager

Overview

Historically reporting and analytics had always been a secondary consideration. Drip faced many challenges over the years trying to treat and consider reporting as a fist class problem. Over my time there were many attempts and projects to address slices of the problems, without ever taking a look at the big picture. Which often exacerbated many of the underlying issues.

The problems

  1. No product strategy & principles

  2. No single source of truth for our data

  3. Scaling issues

Problem

The existing editor suffered from layered design debt: mismatched components, poor hierarchy, and unclear affordances. Optional features like image and emoji insertion were visually prioritized over core editing actions, and small usability gaps—like inconsistent line breaks—disrupted flow. Together, these issues made the SMS tool feel half-finished and untrustworthy.