Industry KPIs

Business problem

eMarketer identified an opportunity for a dedicated Industry KPI product offered as a paid add-on.

User problem

Users needed to find relevant KPIs, understand their sources and methodology, compare related measures, and export data.

My ownership

Served as the project’s UX/UI designer.

Conducted domain discovery with analysts and translated findings into personas, requirements, sketches, wireframes, prototypes, and final UI.

Constraints

The product needed to work with eMarketer’s existing taxonomy and interface patterns.

Users needed sufficient source, methodology, note, and update metadata to evaluate the data.

Research and evidence

Met with internal analysts to understand KPI structure, use cases, categorization, and credibility requirements.

Created personas using analyst input.

The number of analyst meetings and user-test participants remains to be confirmed.

Important decisions

Reused familiar search, filter, breadcrumb, and tab patterns.

Separated breakdowns, sources, methodology, and notes.

Worked with developers to use AG Grid for the data table and export workflow.

Designed an internal uploader.

Alternatives considered

Explored discovery-page and KPI-detail structures through sketches.

Tradeoffs

Using existing platform patterns reduced novelty but preserved familiarity and consistency.

Collaboration

Worked with analysts for domain knowledge, a product manager on the MVP, and developers on implementation feasibility.

Systems thinking

Connected discovery, trusted metadata, data tables, export, and internal publishing within eMarketer.

What shipped

• KPI discovery experience
• Individual KPI detail experience
• Comparable data table and export
• Internal uploader

Project links

• View Industry KPIs prototype: discovery flow (opens in a new tab)
• View Industry KPIs prototype: detail flow (opens in a new tab)
• View the live Industry KPIs product (opens in a new tab)