Profit Prophet
Find the right price in seconds — one that balances profit and value.
Product, client, and persona names have been changed for confidentiality.
There’s a best price for every product. Most teams never find it.
The Story
To understand what to design, we illustrated a typical interaction between Michael, Sales Team Lead, and Steven, Pricing Lead.
Problem
Many users were overwhelmed by the amount of content
The platform had grown to 30+ dashboards, built up over hundreds of prior client engagements — powerful, but overwhelming for anyone encountering it for the first time. They didn’t know where to start a given task until they understood the dashboards.
Solution
Curate dashboards by role and create a Quick Start Menu
Work with stakeholders and subject matter experts to prioritize dashboards and find common actions for Pricing Leads, eliminating impractical options. Pricing Leads will have common, repetitive tasks to complete. Provide a prominent list of quick start options to reduce the burden of choosing a dashboard.
Before
The original opening screen offered every dashboard, overwhelming all users with options
After
Now the opening screen has a Quick Start menu that lists common tasks alongside dashboards valuable to the user’s role
Final Prototype
The final step before handing off our designs to the development team was to take our high-fidelity mockups and create a working prototype. It anchored stakeholder presentations, helped us verify final details with testers, and gave developers a visual reference to build from.
Lessons Learned
1. “Too many options” is a real dilemma for users
The more options you provide to a user, the more complex the decision-making process becomes. Providing essential choices reduces confusion and allows users to complete tasks faster.
2. Guide the users
In addition to limiting the number of dashboard options, we provided the users with a Quick Start section to set them on the right path from the very beginning with common tasks.
3. Tailor the content
Through the testing and interview process we learned which charts suited each role best and used feedback to make them easier to use. Our robust Price Waterfall chart certainly turned some heads.