Attribution reporting is critical for our largest clients, including station groups and agencies. This report helps them track how effectively their campaigns drive user conversions. However, user satisfaction was consistently low, with data showing poor CSAT scores and frequent feedback about inefficiencies. Instead of leveraging the dashboard, users were downloading raw data to manipulate it elsewhere—losing valuable time and insight in the daunting process.Despite being a critical tool for tracking campaign effectiveness, the conversion dashboard suffered from low user satisfaction, leading clients to rely on manual data manipulation instead.

On a side note, One of the company's major initiatives was to migrate all reporting-related functionalities to Looker, This initiative came with significant performance pressures.To tackle this, design took the lead, balancing business value and technical feasibility. I mapped out the end-to-end user flow and defined key features, ensuring a clear product vision. The design went first and shaped the PRD and provided a TDD to align engineers, streamlining execution across teams.