Precima’s value depended on experts and custom reports. I built the UX practice from zero and designed the guided workflow that let a mid-market platform serve enterprise-scale retailers. It became core to what Nielsen acquired in 2020.
Powerful retail analytics, but too much value depended on expert interpretation, custom reporting and services-heavy delivery.
Organize the product around the decisions retail teams make, and make recurring analysis reusable instead of rebuilt for every client.
A guided workflow core to Nielsen’s 2020 acquisition, a net-new SaaS MVP in about nine months, and LoyaltyOne’s first enterprise design system.
Precima helped retailers and CPG teams understand pricing, promotion, assortment, customer behavior and store performance. The task was not to simplify the analytics. It was to make that intelligence easier to reach, read and act on.
The business needed a platform that could scale beyond bespoke reports and one-off interpretation.
Monitor performance, compare change, investigate contributing factors.
Reusable dashboards, hierarchies, saved lists, filters and drill paths.
Shared UI patterns, visualization standards and design governance.
Hired by the CTO to build user experience from zero, with a presidential mandate for customer-centric design.
Led a team of 6, and seated design at the architecture table for a full replatform.
Made the case for customer-centric design through evidence, testing and speed-to-market return.
Unified pricing, promotion, assortment and decision-support tools into one product suite, and delivered a net-new SaaS MVP for a major enterprise client in about nine months.
Architected LoyaltyOne’s first enterprise design system and founded the Accessibility Champions program for AODA compliance and inclusive components.
Each one moved value from people to product, so the platform could grow without adding analysts.
The experience follows how retail users decide: find the signal, compare what changed, then drill into the evidence.
Why: the report-led model made every answer depend on an expert. A decision-led structure lets users get there themselves.
Product hierarchies, saved lists and filters let teams define business context once and reuse it.
Why: repeated setup was where expert time went. Reusable structures made self-serve analysis practical.
A guided-workflow model let a mid-market platform serve enterprise-scale retailers.
Why: enterprise data volumes need structure to stay usable. Guidance kept the depth and made it navigable, and it became core to what Nielsen acquired.
LoyaltyOne’s first enterprise design system set the patterns, visualization standards and rules teams applied.
Why: the platform could not scale through isolated screen design. A shared language kept modules consistent as they grew.
From monitoring to investigation, and the system underneath. Select any image to expand it.
Users identify the signal, compare what changed, then move into the evidence behind it.
Surface KPI shifts, exceptions and priority signals that need attention.
Compare across timeframes, products, categories, regions and promotions.
Investigate contributing factors, test hypotheses and choose the next action.
The product served quick executive orientation and deeper analytical review.
KPIs, trends and alerts give a top-level view of business movement.
Track change, surface exceptions, decide where to look.Comparison and anomaly detection across pricing and sales dimensions.
Support confident interpretation, not just charts.Clearer ways to define business context, work with product hierarchies and save structures for repeat use.
Structure recurring analysis across categories, products, stores and segments.
Complex setup turned into a repeatable self-serve flow.Onboarding, context filters, dashboard changes, drill paths and visualization logic, mapped with the team.
The flows behind the screens.Reusable patterns, visualization standards and rules product and engineering teams could apply consistently.
Product intent translated into standards for navigation, components and color.
From a set of screens to one interface language.Components, chart treatments, color logic and behavior across modules.
The foundation for scalable delivery.The same model worked across executive dashboards, richer analysis panels and mobile review.
Summary metrics, trend context and supporting detail in one decision view.
Top-level clarity with a path to action.Core metrics carried to small screens with the same structure.
One model across surfaces.The UX layer for Precima’s product transformation: from expert-mediated analytics to a coherent self-serve experience, with the workflow patterns, standards and practice to keep growing.
“Help teams move from signal to decision, not just see more data.”