How Anonymised transformed their analytics dashboard in under 6 weeks through accessible design

Anonymised is an ad tech platform that helps marketers build and manage targeted audiences online without relying on third-party cookies. It is a decentralized, privacy-safe platform delivered via web and mobile SDK. Unlike other cookie-based products, it allows marketers to reach a large user base while staying privacy-compliant.

The Anonymised dashboard lacked a "wow factor." Data was displayed in a sparse, plain manner that did not match the product's capabilities. At the same time, the dashboard had to remain functional, as the data needed to guide decisions and serve as an expert tool. There was also a time-sensitive opportunity: in July 2023, Google Analytics would sunset Universal Analytics, creating a window for Anonymised to stand out.

- Redesign the dashboard to add visual impact without sacrificing usability
- Improve information architecture for navigation and filtering
- Build an accessible color palette suited for a chart-heavy product
- Design a more comfortable filtering system
- Deliver within a defined, short timeframe

Delivered a cleaner, more accessible analytics dashboard with solid foundations for future chart decisions. The iteration across data elements and interface components resulted in an improved user experience, particularly in filter management, and established a clear framework for implementing charts across the product going forward.

Current state review and framework setup
We reviewed the existing dashboard solution and discussed it with the team. We provided a 4-week framework with a well-defined timeline, including meetings, interviews, and brainstorming sessions.

Pain point analysis and benchmarking
We reviewed pain points, the product, the target audience, all charts, the product architecture, and the audience builder. We ran a benchmark analysis on June, Expana, Google Analytics, and other products to understand how they handled information architecture, navigation, and filtering.

Concept development and chart strategy
We produced multiple concepts for the team to choose from. For each chart in the dashboard, we identified its objective and the data it displayed. We defined chart types, how they should interact, and their layout within the grid, prioritizing by importance. We consulted subject matter experts to identify derived information from each chart.

Accessible UI design and filtering
We developed an accessible color palette for a chart-heavy product, ensuring colors work for users with visual impairments. We designed a new filtering system that is more comfortable than the previous one. We also studied the documentation of their code library (ECharts) and applied designs within the constraints of what was technically possible.

360 review and iteration
We conducted a full review with the entire team, collecting UX and chart feedback across the various products. We iterated to the final version, addressing all open points.

- Redesigned analytics dashboard with accessible charts
- New filtering system
- Accessible color palette for chart-heavy interfaces
- Chart layout grid with priority-based ordering

Balancing visual impact with functionality
The dashboard needed to look more polished and modern, but it could not sacrifice usability. The data had to remain the primary focus since it drives decision-making.

Accessibility in a chart-heavy product
With many charts and data visualizations, ensuring the color palette was accessible for users with visual impairments required careful selection and testing.

Working within technical constraints
The team used ECharts as their charting library. All design decisions had to be validated against what the library could support, requiring us to study their code documentation.

Priority-based chart layout
We reorganized the chart grid based on importance and priority. Subject matter experts helped identify derived information, so the most critical data points got the most visual weight.

Accessible color system
We built a color palette specifically designed for accessibility in data-heavy interfaces, ensuring charts remain readable for users with visual impairments.

Redesigned filtering system
We created a new filtering approach that is more intuitive and comfortable to use, improving the overall UX of data exploration.

Before the redesign, the Anonymised dashboard displayed data in a sparse, plain manner that lacked visual impact and did not match the product's capabilities. Charts had no priority-based ordering, the color palette was not optimized for accessibility, and the filtering system was cumbersome for daily data exploration.

After the redesign, the dashboard features a priority-based chart layout where the most critical data points receive the most visual weight, an accessible color palette designed for users with visual impairments, and a new filtering system that makes data exploration more intuitive and comfortable.