Internal workflows needed a broader view
Internal users managed campaigns across multiple vendors, but LOOP was structured around a single-vendor view, forcing extra navigation and context switching.
Helping teams make sense of complex campaign data
Overview
[01]CONTEXT
LOOP is Loblaw’s retail media platform for creating and managing omnichannel campaigns across channels like onsite media, Meta, and YouTube.
[02]PROBLEM
Most of the early product focus went into the campaign creation experience, while reporting was handled more reactively. But without a clear way to understand performance and catch issues early, teams had less confidence using LOOP as the place to manage and grow campaign performance.
[03]MY ROLE
I pushed for the team to revisit reporting and define what this part of the product needed to support. I led the foundational work myself, identifying user needs, defining business goals, and using competitive analysis to guide decisions around filters, tables, and reporting patterns.
[04]IMPACT
Clearer reporting helped teams make stronger optimization decisions, helped position LOOP for additional $2M+ in estimated annual revenue potential, and secured continued investment in reporting across future sprints.
Media Metrics
A summary of media performance for the campaign, reflecting the selected date range
August
[05]KEY INSIGHTS
The dashboard didn’t match how teams monitored campaigns
Through conversations with internal users and a focused competitive analysis, I looked at where LOOP’s reporting experience was falling short and what teams expected from a campaign performance dashboard.
Campaign issues were easy to miss
Pacing and performance problems were not surfaced clearly, which made it harder to catch issues before they affected campaign outcomes.
Filtering needed to work harder
The date range filter was unreliable, and the overall filtering model was not flexible enough for how teams needed to compare and monitor campaign performance.
The table carried too much weight
The campaigns table was the main place users looked to understand performance, but key actions, metrics, and column controls were not easy enough to access.
[06]SOLUTION
Helping teams catch, compare, and optimize faster
The goal was to make reporting feel less like a static dashboard and more like a tool for managing campaign performance.
Supporting multi-vendor workflows
I designed an admin view for internal users who managed campaigns across multiple vendors, giving them one place to monitor performance, pacing, and campaign issues across their full portfolio.
Because LOOP was originally built around a single-vendor view, users still needed to switch into a specific vendor workspace to edit a campaign. I added a clear return path between views so they could move in and out of admin mode without losing context.
Bringing urgent campaign issues to the surface
I designed an alert widget that made campaigns requiring immediate attention visible as soon as users landed on the dashboard.
I also added inline table alerts to show which campaigns were affected and what needed action, giving users more context without forcing them to dig into each campaign.
Redesigning filters for clarity and scale
I redesigned the date range filter so it applied consistently across all sections of the dashboard and gave users more control over how they viewed campaign performance over time.
I added expected patterns like preset ranges, custom date selection, and an all-time view, then surfaced key filters outside of the drawer so power users could adjust the report faster.
Making the campaigns table easier to work with
I added column customization so users could choose the level of campaign data they needed, instead of forcing everyone into the same default view.
I also grouped key campaign actions, like editing or duplicating a campaign, into one consistent place and made them accessible while scrolling so users could act on campaigns without losing context.
Cleaning up campaign details
I redesigned the campaign details page to group related metrics, charts, and campaign information together. This reduced repetition and made deeper performance analysis easier to scan and understand.
[07]REFLECTIONS & LEARNINGS
Designing with a product strategy lens
I enjoy projects where the design work starts before the requirements are fully defined. For this dashboard, that meant helping shape the product direction first, then designing the experience that could support it.
Designing for different levels of depth
Some users needed a quick read on campaign health. Others needed more control over the data. I had to be intentional about where customization appeared so the dashboard stayed useful without becoming overwhelming.
Prioritizing what could move first
I saw a lot of opportunities to improve the dashboard. The first iteration had to focus on the changes that solved the biggest user problems and could realistically move forward with product and engineering.
Balancing craft with engineering effort
Not every improvement needed to happen at once. I had to decide which visual and interaction updates would make the biggest difference, and which ones could wait for future iterations.