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 of both the operational platform, STARS Suite, and the analytics platform, Market Insights.
I worked across product structure, information architecture, complex user flows, dashboards and the design system, partnering closely with stakeholders and developers.
My role was not only to improve individual screens, but to create a more consistent product foundation across both platforms. I redesigned key workflows, introduced reusable patterns and components, and helped turn a growing set of features into a more coherent and scalable product experience.
Impact
• Created a more consistent product experience across the operational and analytics platforms.
• Simplified complex campaign-management workflows while maintaining the flexibility needed by professional users.
• Introduced reusable components and interaction patterns that gave design and development a more scalable foundation.
• Made large volumes of review and market data easier to explore through clearer hierarchy, filtering and progressive disclosure.
• Connected operational workflows and analytics into one coherent product ecosystem, allowing users to move from campaign execution to insight without switching between disconnected experiences.
The challenge
Stars & Stories helps global brands manage product review campaigns across countries, retailers and marketplaces.
As the platform grew, campaign management became increasingly complex, while users also needed better ways to analyse thousands of reviews, compare competitors and identify market opportunities.
The challenge was to bring these operational and analytical needs together in one coherent product ecosystem, without overwhelming users with either workflows or data.
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 the flexibility needed by professional users.
• Key improvements included:
• Streamlined campaign management
• Guided product configuration
• Centralised 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 clearer user flows and progressive disclosure, complex tasks could be broken down into more understandable steps while users retained an overview of their campaign.
This helped reduce unnecessary complexity without hiding the detail and flexibility experienced users still needed.
Market Insights
Once campaigns are running, the focus shifts from execution to analysis.
Market Insights enables brands to explore thousands of customer reviews and understand product performance, customer sentiment and competitor positioning.
Instead of presenting all available data at once, I structured the experience in layers, allowing users to move from high-level business metrics to detailed product, retailer and customer insights.
The aim was to make complex datasets easier to explore without oversimplifying the underlying information.
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?
The design focused on helping users move from overview to detail while keeping context, so that insights could be understood and acted on more easily.
Results
The work brought two complex parts of the product closer together: running campaigns and understanding their results.
Users could move from campaign setup and management into product performance, customer sentiment and competitor analysis within a more consistent experience.
At the same time, reusable components, interaction patterns and a shared design foundation reduced fragmentation across the product and created a stronger base for future development.
