Conversion 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

One of the company's major initiatives was to migrate all reporting-related functionalities to Looker, This initiative came with significant performance pressures. Through cross-functional workshops with product managers, engineers, and customer success teams, I presented design idea sketches, user research findings alongside revenue impact projections. My design-first approach successfully advocated for a Looker API integration with our own design system instead of the proposed iframe solution, I positioned this as enabling real-time data exploration and storytelling. This perspective shift drove the entire reporting product strategy.