From Profile Page to Work Surface
Rebuilding a platform's most-visited page in two phased releases
All case studies are shared under NDA for portfolio review purposes only. The platform serves investment professionals conducting research, deal sourcing, and portfolio monitoring. Exact metrics values are withheld and replaced with proxy phrasing due to confidentiality constraints. Happy to walk through the details personally.
Problem given
The company overview page was the platform's most-visited surface, but it had not changed meaningfully in two years. The same customization requests kept appearing in customer feedback and we kept patching them in an ad-hoc way.
Problem framed
The page had been built as a summary page that displayed a few metrics based on a 5 year old algorithm. The intention was to know how the company is doing at a glance but we didn't realise that it became a personal work surface for the users. The recurring customisation requests indicated a model problem.
Constraints
Overview page coupled to all backend data sources, each with different APIs, rollup and update cadences; existing navigation architecture and independent datasource pages were out of scope; mixed design system during transition period. Multiple client renewals were coming up as well.
My role
Owned information hierarchy, personalization model, comparison constraints, edge case design, phased rollout strategy.
What shipped
v1: new information hierarchy, comparison feature, notes integration, CRM context, graceful data handling. v2: user-specific metric customization, CRM custom field display, collapsible right drawer for smaller screens.
Impact
Recurring customisation requests dropped by more than three-quarters; Company Profile's share of platform activity rose from 36% to 46% in launch month and reached 64% over the following eight months; median session time hit 34 min at launch, the highest in 13 months.