[Archipro]
B2B Business Analytics Platform
Sector: Architecture / Construction / B2B SaaS
Timeline: May - Sept 2024
Tools: Figma, FigJam, Slack, Atlassian
Role: UX/UI Designer (working alongside UX Lead, UI Designers, and Product Marketing)​
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[Overview]
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ArchiPro is a digital platform connecting architects, designers, and suppliers across the architecture and construction industry. As the platform expanded, the team identified an opportunity to develop a new analytics product that would give businesses clearer insight into how their profiles and products were performing on the platform.
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The goal was to transform complex data into meaningful insights that would help businesses understand customer engagement, track performance, and make more informed marketing and commercial decisions.
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[The Problem]
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Businesses using ArchiPro had limited visibility into how their presence on the platform was performing.
While engagement data existed, it was not easily accessible or clearly communicated, making it difficult for businesses to understand:
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• how potential clients were interacting with their listings
• which products or services were generating the most interest
• where new opportunities for growth might exist
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Without clear analytics, businesses were relying on assumptions rather than data when making decisions about marketing, product promotion, and platform engagement.
The challenge was to design a product that could surface complex analytics in a way that felt intuitive, actionable, and relevant to business users.
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[Discovery & Research]
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Working alongside the UX Lead and product team, I contributed to the research and discovery phase to better understand the needs of ArchiPro’s business users.
This included:
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• stakeholder interviews to understand internal product goals
• discovery workshops with the product team
• synthesis of existing platform data and insights
• affinity mapping to identify key behavioural patterns and user needs
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The objective was to uncover how businesses currently measure success on the platform and what insights would be most valuable in helping them grow.
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[Key Insights]
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Research revealed several key challenges for business users:
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Lack of visibility into engagement: Users wanted to understand how often their profiles, products, and projects were being viewed but had no simple way to track this.
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Difficulty interpreting data: When data was available, it was often difficult to translate into meaningful insights or actions.
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Unclear link between activity and results: Businesses struggled to understand how updates to their profiles, content, or products impacted engagement and lead generation.
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These insights informed the direction of the analytics experience.
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[Design Strategy]
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The design strategy focused on transforming complex analytics into clear, accessible insights that would support better business decision-making.
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Key principles included:
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• prioritising the most meaningful performance indicators
• presenting data visually to improve comprehension
• creating a clear hierarchy of insights so users could quickly identify trends
• designing workflows that supported both quick overviews and deeper exploration of data
The goal was to ensure the analytics dashboard felt approachable and useful for business owners who may not have strong data analysis backgrounds.
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[Product Design]
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The analytics platform was designed to provide businesses with a clear overview of how their presence on ArchiPro was performing.
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Key interface features included:
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• dashboard views summarising key performance metrics
• visual charts to highlight engagement trends over time
• insights into profile views, product interactions, and project engagement
• simplified navigation for exploring different layers of performance data
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My contributions included:
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• supporting the synthesis of research insights into product opportunities
• developing interface concepts and layouts
• refining information hierarchy and interaction flows
• collaborating with UI designers to evolve the visual interface
• working with product marketing to ensure insights were clearly communicated to users
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[Outcome]
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The analytics experience helped transform previously opaque data into accessible insights, enabling businesses to better understand their performance on the platform.
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By surfacing meaningful metrics and visualising engagement trends, the product aimed to support more informed decision-making and encourage businesses to optimise how they present themselves on ArchiPro.
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The project demonstrated how thoughtful UX design can make complex data both accessible and actionable for non-technical users.
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[Reflection]
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Working within a collaborative product team reinforced the importance of aligning research insights, design decisions, and product strategy. The challenge of simplifying complex analytics highlighted the value of clear information hierarchy and thoughtful data visualisation when designing for business users.
Hi-Fi Prototype
*To respect IP the pages above are blurred and are not the final prototype, they are part of the development stage while data was being integrated into the designs.
Research
Research was conducted through 19 one to one interviews and focus groups, hi-fi prototype user testing and Maze prototype testing with internal stakeholders. This data was then placed and sorted into an affinity map and user pain-points and actionable tasks were then extracted and implemented into the UI. User behaviors were then also pulled from the data to be cross-pollinated with the User Personas and during the research phase the user product navigation was also mapped while they interacted with the prototype so that we could pinpoint which pages and data were of highest importance to particular groups so that could also be inserted into the User Personas.
User Personas
11 User Personas were generated from the user research. This was a rigorous task in itself. The research resulted in a realisation that there was a more robust list of users than we originally perceived so extracting accurate information from each interview conducted and seeding it into the correct user persona was a meticulous job but one which hadn't been done before and the company will see benefit from.