Clutch.co B2B Analytics Dashboard
Year: 2025
Framework: Redesign and New Feature Launch
Role: Lead Product Designer
Duration: 2 Quarters
Tools: Figma, Adobe XD & After Effects, User Testing, Hubspot
Clutch is a B2B reviews and ratings platform that connect buyers with IT, marketing, and business service providers (our users).
As a Lead Product Designer, I led the redesign of the data-rich, scalable analytics dashboard, using data-informed insights to optimize the product experience.
The primary project goals are to improve the dashboard experience for 30,000+ users; boost satisfaction, engagement, and converted sales; and offer personalized recommendations for product offerings.
Current Challenges
No Attribution to Clutch
Users didn’t find value in their Clutch investment, which led to the abandonment of vendor-paid advertising and high churn.
Poor User Experience
The dashboard was outdated. In various interviews, used mentioned lack of visual hierarchy and high cognitive load. This deterred users from completing tasks.
Lack of Personalization
Users did not find the analytics dashboard helpful as the insights were not personalized to their company profiles nor advertising needs. This contributed to low engagement as well as lost opportunity to convert them into paying customers.
Competitor Analysis & Market Research
Clutch’s competitors offer intuitive interfaces with buyer insights. However, their review count are less expansive, and their product recommendation tool lacked personalization.
Competitors’ Strengths:
Easy to use and visually appealing interface
Insights on buyer journey and behavior
Transparent and flexible advertising plans
Verified client reviews boost credibility
Competitors’ Weaknesses:
Less expansive review count compared to Clutch
Complex for new users: fees, connects, boosted listings
Lack vetting process to generate inbound leads
Smaller ecosystem compared to Clutch’s global directories
User Research
4.8/5 of users said that generating leads and gaining visibility are main reasons why they are on Clutch
90% of users considered paid advertising
Pains:
Lack transparency on lead source and quality
Unclear on how to optimize company profile
Cluttered UI; information overload
Gains:
Statistics on performance and profile views
Customizable company profile
Reviews and portfolio items
What Data Tells Us
29% of users churn because of not getting enough qualified leads
80% of users want insights on buyer journey and engagement
Other cancellations - lead quality not a match, too expensive, and unable to attribute RO
2/3 of users abandon purchase immediately after clicking a CTA in the dashboard
Target Audience
The primary user needs - buyer journey and engagement data on Clutch; recommendation on paid advertising; and guidance on how to optimize Clutch profile.
I created user personas and journey maps based on 80+ service provider interviews.
〰️
I created user personas and journey maps based on 80+ service provider interviews. 〰️
Opportunities for Impactful Outcomes
Guidance on Profile Optimization
User Goal: Actionable insights on how to boost profile visibility
Business Goal: Increase dashboard engagement rate by 10%
High Quality Leads
User Goal: Attain high quality leads with strong intent to buy
Business Goal: Boost attribution (NPS increase by 5 points)
Personalized Recommendations
User Goal: Best-fit advertising solutions to grow the business
Business Goal: Increase sales by 10% and decrease manual data pull
New Business Challenges
After defining the opportunities we have to make a measurable impact, we encountered new challenges related to misalignment on objectives across teams, and limited bandwidth and resources.
Product Vision and User Strategy
Together with the Product team, I addressed the above challenges by defining the product vision and user strategy. I built multiple features roadmaps that balanced user value, business impact, and technical feasibility, and sought alignment with key stakeholders on scaling the product.
AI Integration
Discover
Frame the problem space with research and co-creation workshops
Set Guardrails
Define design principles for ethical AI - clear input/output boundaries; fallback and error handling; clarity, explainability, and user control
Design
Work with ML engineers and product leads to map feasibility and sketch out prototypes
Validate
Test with users to validate expectations and hypotheses
Product Recommendation Tool
To help users find best-fit advertising solutions that elevate their presence on Clutch, garner brand awareness, and collect verified reviews, we added a guided questionnaire with context-aware AI prompts, personalized and relevant to each user based on their Clutch reviews, company profile, competitor data, and ideal client profiles!
Redesign - Performance
We added new metrics that users requested such as profile impressions and rate of change on their advertisement performance. NPS data tells us that users are attributing more value to Clutch for seeing their ROI on investment!
Redesign - Profile
We added guidance on completing tasks and explained how each task impacts profile health. Based on a post-release survey, users were more satisfied and engaged. Our sales team reported higher conversion due to new on-platform drivers!
Redesign - Edit Profile
We improved the navigation by adding a side bar that inform users of the different sections. We saw task completion rate skyrocket as we added a progress indicator that encouraged users to complete tasks (and later pick up where they left off)!
New! Audience Insights
One of the major needs users shared with us was seeing buyer activities on Clutch. Why? Because they signal lead quality and intent to buy. Users can now utilize these insights to prioritize outreach and personalize their marketing campaigns.
New! Lead Management Dashboard
We built a new lead management dashboard that connect users with high quality and high intent buyers. Users create campaigns targeting buyers that fit their ideal client profiles. Once connected, we would facilitate a friendly introduction with project details and contact information!
Measurable Impact
Users were able to complete tasks more efficiently and were delighted with the personalized experience - custom reports, relevant notifications, and AI-empowered product recommendations!
12% Increase in New Customers
250 high-value customers acquired within the first two quarters. Profile tab alone generated a 38.46% conversion rate.
35% Boost in Engagement
2/3 of 30,000+ users found ease of use when completing tasks.
Higher NPS Score
Users reported higher satisfaction with Clutch via a post-release survey!
Next Steps
Collect Behavioral Insights for Optimization
Monitor usage data and observe real users interacting with the dashboard. Focus on improving navigation patterns and mitigating confusion points / drop-offs.
Build a More Intuitive AI Chatbot Interface
Train LLM on company profile and recommendation insights to create context-aware suggestions. This helps reduce support load and boost user adoption for the recommendation tool (Goal? Increase conversion to 20%!)
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