Client
NovaMart
Product
NovaMart Platform
Role
Product Designer
Year
2023
Overview
NovaMart, a medium-sized e-commerce company established in 2012, specializes in offering a wide range of products, from home essentials to electronics. With a steady growth trajectory, the company sought a solution to better understand their performance metrics and optimize their sales strategies.
Challenge
Despite steady growth, NovaMart’s teams struggled to make sense of scattered performance data across spreadsheets and third-party tools. Their existing reports were overly tabular and lacked visual clarity, making it hard to spot trends or track sales in real time. They needed a unified analytics platform that could simplify complex data, offer regional and product-level insights, and help both managers and sales teams make confident, data-driven decisions.
Research
Findings
After conducting many user interviews, contextual inquiry and analyzing the gathered data, I was able to categorize the insights into these 3 categories
Analytics
Useful analytics required for better marketing campaigns.
Filter options for different regions and dates is required.
Analytics compared with multiple products.
Tools required to run and observe results of different marketing campaings.
Data visualization
No easy way to visualize order status.
Third-party analytics platforms are not tailored to their experience hence leads to lack of information.
Old system is mostly tabular which feels overwhelming.
Custom formulas are required to visualise complex statistics, as current data set does not have those statistics.
Custom formulas are required to visualize complex statistics, as current data set does not have those statistics.
Inventory
Tracking of sales and transactions.
Require tracking of shipping status.
Inventory management and logistic communication is key for sales specialists.
Customer management tools.
Tools required to run and observe results of different marketing campaings.
User profiles
Sales specialist
As a Sales Specialist, responsibilities included managing inventory to meet demand, tracking and resolving order issues, keeping customers informed, and optimising stock to avoid shortages or excess.
Operational Manager
As an Operational Manager, responsibilities included tracking performance metrics, improving efficiency in key areas, optimising marketing spend, making data-driven decisions, and aligning marketing with sales goals.
Solution
I designed a clean analytics platform for NovaMart that transforms complex data into actionable insights. Interactive dashboards replace overwhelming tables, making metrics like revenue, profit, and orders easy to track. Custom filters support deeper exploration, while role-based views give sales teams real-time inventory updates and managers strategic analytics. Marketing tools and product comparisons further enable quick, confident decisions.
Results
0%
0%
Sales Growth
In first 3 months
$0
$0
Money Saved
per annum
0
0
Time saved
hours/week