From scattered metricsto clear investmentdecisions.

Creator marketing data was spread across campaigns, social platforms, creators and individual posts. The project brought this information into a single, connected dashboard experience with four views — Executive Summary, Post Performance, Creator Performance and Campaign Performance.

Stakeholders had extensive performance data but lacked a simple way to interpret it. The key challenges:

• Understanding whether the overall creator programme was delivering value
• Identifying the best-performing campaigns, creators and posts
• Comparing metrics against previous periods and benchmarks
• Evaluating creators beyond follower count and engagement
• Presenting dense analytical information without overwhelming users

I organised stakeholder requirements around four business questions:

Metrics were grouped into awareness, engagement, conversion, cost efficiency, creator quality and audience relevance — then structured into a progressive hierarchy:

This let users start with an overall summary and gradually investigate the source of a performance result.

Structural wireframes established the same hierarchy on every screen:

• Global filters
• Selected campaign or creator context
• Primary KPIs
• Key performance insight
• Charts and visual analysis
• Detailed data tables

They also explored comparison states — previous period, previous year, campaign target, creator historical average, similar creator tier and category benchmark — carried into the final UI.

• Begin with decisions, not metrics — structuring around business questions beat showing every data point.
• Metrics need context — comparisons against periods, benchmarks and similar creators aid interpretation.
• Creator quality is multidimensional — reliability, authenticity, relevance and cost efficiency matter beyond reach.
• Executive and operational users need different depths — summary cards vs. charts and tables.
• Charts and tables work best together — trends and outliers, verified against underlying data.