Scoop's internal teams were stitching together reports by hand every week. This project designed the first version of a dashboard that gave everyone one shared, trustworthy view of the numbers.
Leadership, sales, and operations each maintained separate spreadsheets pulled from different exports, refreshed on different schedules. By the time a report reached a meeting, no two people were looking at the same numbers — and hours went into rebuilding the same charts every week.
Rather than starting from the available data, I started by shadowing weekly report-outs and cataloguing the questions stakeholders asked out loud: "are we up or down from last month," "which segment is driving this," "who do I need to follow up with." That question bank became the backbone of the information architecture.
This is a placeholder for real wireframe screenshots from the Scoop Figma file. Swap this block for an <img> tag once the exports are ready — see the note at the end of this page for exactly how.
The final structure had a top-level "glance" view of key metrics and trend arrows, a "scan" layer of segment breakdowns, and a "dig in" layer that let anyone drill from a chart straight into the underlying record list. Every screen carried a visible, consistent data-freshness timestamp to rebuild trust in the numbers.
I worked closely with engineering on the data model early, so the IA I was designing against was something that could actually be queried performantly — not a wishlist.