SQUARESPACE / SELLING DASHBOARDS
Scalable, behavior-based
dashboard personalization
A chain reaction
Teams building product 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 complexity of the content had outgrown the highly composable and flexible design system.
From setup to growth
The Merchandising state carried Squarespace’s branded thread from the marketing site into the logged-in product experience.
The Setup state 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, emphasizing relevant metrics and convenient paths to growth-oriented surfaces.
A strategic approach
Hosted collaborative workshops with various product stakeholders
Collaborated with a Content Designer to create a repeatable behavioral 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 design system components to consumers
Paired with shipping teams to ensure a seamless creation and delivery process
Conducted visual QA live in-product and provided specific feedback to teams
Sketching and iterating
My role
I explored many variations to ensure the system could flex across varying sizes and content needs. When I had determined what components were needed, I built responsive dashboard Figma templates utilizing them to help Designers move faster.
User testing & feedback
We completed a series of user interviews with 12 high monthly GMV sellers on Squarespace who were also Circle members. 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 former 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 initially published as an experimental pattern library by my engineering team before being created as formal Rosetta design system components
Teams used my 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 20% increase in adding a product
an 8% increase in pricing plan creation
a 50% increase in first time Donation sales