All work
Northwind Analytics
Turning a dense analytics tool into a dashboard people actually open every morning.
Client
Northwind
Role
Lead product designer
Year
2026
Services
Research, UX, UI, Design system
+64%
Daily active use in 3 months
−50%
Spreadsheet exports
6 wks
From kickoff to launch
The problem
Northwind’s customers loved the data but hated the product. Most of them exported everything to spreadsheets within a week of signing up.
The approach
I interviewed twenty customers, mapped the three questions they asked every morning and rebuilt the dashboard around those answers. Everything else moved one click deeper.
The outcome
Daily active use grew 64% in three months and spreadsheet exports dropped by half.
“Velia found the three questions our customers actually ask every morning, and built the product around them.”
Daniel Brooks, CEO, Northwind
