SQUARESPACE / SELLING DASHBOARDS
Scalable, behavior-based
dashboard personalization
A chain reaction
Teams building individual dashboards did not have a shared design language to work from, which led to inconsistent interaction patterns, fragmented UI, and confusing experiences across the platform.
The product had reached a turning point: the content complexity had outgrown the highly composable and flexible design system.
From setup to growth
The Merchandising state was critical to the broader commercialization strategy because it carried the story from the marketing site into the logged-in product experience.
The Setup state focused on helping users get ready to sell successfully. The experience centered around a dynamic, intent-based task list, supported by selling mode-specific guidance designed to help users improve sales.
The Mature state shifted the content toward business health and performance. Once users had completed key setup actions, the experience emphasized relevant metrics and convenient paths to growth-oriented surfaces.
Strategic Approach
Hosted collaborative workshops with stakeholders
Paired with Content Design to create a repeatable framework
Quickly pivoted from sketches to show an end-to-end journey in high fidelity for execs
Developed prototypes, collaborated on creating protocols and questions, and conducted user interviews
Created unique new components and patterns aligned to the new framework
Partnered with engineering to provide ready-made components to consumers
Paired with teams to ensure a seamless creation and delivery process
Conducted visual QA live in-product
Sketching and iterating
My role
I explored variations to ensure the system could flex across varying sizes and content needs, then created responsive dashboard templates to help designers move faster. I also partnered with Engineering on an experimental code library, hosted in our Design Platform documentation, to support speed and consistency across teams.
User testing & feedback
We completed one series of user interviews with twelve high monthly GMV sellers on Squarespace who were also Circle members before the initial launches. We wanted to know if and how we might impact their day-to-day business management by releasing such drastic changes.
Participants told us that:
The framework made it easier for them to create products and services as well as access sales and relevant analytics
The new dashboards housed more relevant content than the current iteration
The addition of “quick links” in the footer helped them to access their important workflows more quickly
Using the framework and accompanying components, 5 net-new dashboards were designed in less than 3 months
During that period, 19 new Figma components within 13 patterns were inserted over 12,000 times by 12 teams
Content guidance was baked into Figma components and variants in effort to increase consistency across product areas
All of which were published as an experimental pattern library bymy engineering team (to be added to the Rosetta Design System as components at a later date)
Teams used the Figma toolkit and the pattern library to propel their speed to ship all of the dashboards within eight months of the project’s initiation
An initial A/B test showed a 37% increase in creating selling objects
After launch we saw:
a 28-40% increase in document creation
a 22% increase in Member Site creation
a 10-20% increase in adding a product
an 8% increase in pricing plan creation
a 50% increase in first time Donation sales
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