Dealer Tire wanted to better understand customer behavior on its website, particularly around the appointment scheduling form. Stakeholders suspected there were usability issues, but lacked clear data to pinpoint where users were dropping off in the funnel. I developed a series of interactive dashboards in Google Data Studio (now Looker Studio) that mapped out the full user journey—from home page to final appointment submission. I incorporated behavioral metrics, such as types of events triggered, click-through rates, and drop-off points, to visualize friction along the path to conversion. The dashboards clearly highlighted pain points in the appointment form, including confusing language and too many required fields. Based on this insight, the UX team implemented changes that simplified the form and improved mobile responsiveness. The dashboards became a go-to tool across marketing, product, and UX teams for ongoing optimizations.

The paid media team at Purple was spending hours each week manually pulling platform-specific data to evaluate the performance of paid social campaigns. I built a set of centralized, automated dashboards in Looker Studio that pulled data from each paid social platform—Meta, Snapchat, TikTok, and Pinterest—into one cohesive view. I worked closely with the media team to ensure the dashboards were tailored to their KPIs and reporting needs, enabling platform-level and creative-level analysis. These dashboards significantly reduced time spent on manual reporting and freed the media team to focus more on strategy and optimization. Teams could now easily identify high-performing creative, optimize budgets across platforms, and share insights with stakeholders faster.