2024
Lead Product Designer (UX Strategy, Design system, UX patterns, Information Architecture, Dashboard Design, Data Visualization, User Flows)
My role
As Lead Product Designer, I was responsible for the UX and UI design of both the operational platform (STARS Suite) and the analytics platform (Market Insights).
Working closely with stakeholders and developers, I redesigned key workflows, introduced reusable components and established consistent interaction patterns across the platform. My focus was always on reducing complexity, improving usability and creating a scalable foundation for future growth.
The challenge
Stars and Stories helps global brands manage product review campaigns across multiple countries, retailers and marketplaces. As the platform evolved, managing campaigns, products and participants became increasingly complex. At the same time, users needed better tools to analyze customer feedback, benchmark competitors and identify market opportunities.
The challenge was to create one consistent product ecosystem that simplified operational workflows while making large amounts of data easy to understand.
Collecting thousands of product reviews is only valuable if you can turn them into meaningful insights.
Designing the STARS Suite
The STARS Suite is the operational heart of the platform, where campaigns are created, products are configured and progress is monitored across multiple countries and retailers.
My focus was on simplifying complex workflows without reducing flexibility.
Key improvements included:
- Streamlined campaign management
- Guided product configuration
- Centralized product management
- Consistent navigation
- Reusable UI components
- Scalable design system
Campaign management made simple
Simplifying complex workflows
Managing review campaigns requires coordinating products, retailers, countries, participants and reporting. By redesigning the platform around clear user flows and progressive disclosure, users can now complete complex tasks with confidence while always maintaining an overview of their campaign.
Market Insights
Once campaigns are running, the focus shifts from execution to analysis.
Market Insights enables brands to explore thousands of customer reviews through intuitive dashboards, helping them understand product performance, customer sentiment and competitor positioning.
Instead of overwhelming users with data, the platform presents information in layers, allowing users to move from high-level business metrics to detailed product insights.
Turning data into decisions
The platform combines advanced filtering, interactive visualizations and detailed analytics to help users answer questions such as:
- Which products perform best?
- How do competitors compare?
- Which retailers generate the strongest reviews?
- What are customers saying?
- Which trends require attention?
Results
The result is a scalable enterprise platform that combines campaign management with advanced analytics in one consistent experience.
Users can seamlessly move from planning campaigns to analyzing customer feedback and business performance, enabling faster, data-driven decisions without unnecessary complexity.
