LXRInsights
LXRInsights
Timeline
Jun 2025 - Aug 2025
Role
Lead UX Extern
Platform & Tools
Desktop || Figma, Miro, Excel
Skills
Project Management, UX Research
What is LXRInsights?
LXRInsights is an AI-powered e-commerce data & customer experimentation platform by NetElixir that helps mid-to-large brands drive growth by predicting customer behavior, identifying high-value segments, and running targeted micro-experiments across channels like Google Ads and Meta.
Please note: due to our NDA, specific information,
names, or sections have been omitted.
What is LXRInsights?
LXRInsights is an AI-powered e-commerce data & customer experimentation platform by NetElixir that helps mid-to-large brands drive growth by predicting customer behavior, identifying high-value segments, and running targeted micro-experiments across channels like Google Ads and Meta.
Please note: due to our NDA, specific information, names, or sections have been omitted.
What is LXRInsights?
LXRInsights is an AI-powered e-commerce data & customer experimentation platform by NetElixir that helps mid-to-large brands drive growth by predicting customer behavior, identifying high-value segments, and running targeted micro-experiments across channels like Google Ads and Meta.
Please note: due to our NDA, specific information,
names, or sections have been omitted.
Overview
Problem Statement
Problem Statement
LXRInsights’ dashboard made core tasks harder than they should be. Inconsistent timelines, weak visual hierarchy, unclear labels, and fragmented layouts created friction for users, which revealed the need for a more intuitive, research-driven UX.
LXRInsights’ dashboard made core tasks harder than they should be. Inconsistent timelines, weak visual hierarchy, unclear labels, and fragmented layouts created friction for users, which revealed the need for a more intuitive, research-driven UX.
LXRInsights’ dashboard made core tasks harder than they should be. Inconsistent timelines, weak visual hierarchy, unclear labels, and fragmented layouts created friction for users, which revealed the need for a more intuitive, research-driven UX.
Impact
Impact
Usability testing revealed a 37% decrease in task completion time from ~8 minutes to ~5 after our changes, in addition to higher ratings of user confidence in other pages.
Usability testing revealed a 37% decrease in task completion time from ~8 minutes to ~5 after our changes, in addition to higher ratings of user confidence in other pages.
Usability testing revealed a 37% decrease in task completion on the experiments page from ~8 minutes to ~5 after our changes, in addition to higher ratings of user confidence in the other tools and pages.
Main Solutions
Main Solutions
Strengthened visual hierarchy for standardization, information architecture, and clearer CTAs.
Used the principle of progressive disclosure to strengthen onboarding of information for tools.
Redesigned data layout for quick scans and deep dives using structured flows and accordion components.
Timeline
Step 1.
Team UX Audit
User Interviews
Affinity Diagram
Heuristic Evaluation
User Flow
Each team member conducted an independent UX audit to identify key strengths and usability issues across the platform, bringing diverse perspectives into the evaluation.
We interviewed five users, both familiar and new to the platform, to understand behaviors, expectations, and pain points within the e-commerce analytics space.
We blended our findings by clustering the insights into an affinity diagram, which helped organize any recurring patterns and prioritized the key problem areas.
Using Nielsen’s heuristics, we evaluated critical parts of the experience to identify usability gaps and validate issues uncovered during audits and interviews.
We started our diagram of the site map and common user flows to understand how users typically would navigate the platform, and where friction occurs.
Team UX Audit
Each team member conducted an independent UX audit to identify key strengths and usability issues across the platform, bringing diverse perspectives into the evaluation.
User Interviews
We interviewed five users, both familiar and new to the platform, to understand behaviors, expectations, and pain points within the e-commerce analytics space.
Affinity Diagram
We blended our findings by clustering the insights into an affinity diagram, which helped organize any recurring patterns and prioritized the key problem areas.
Heuristic Evaluation
Using Nielsen’s heuristics, we evaluated critical parts of the experience to identify usability gaps and validate issues uncovered during audits and interviews.
User Flow
We started our diagram of the site map and common user flows to understand how users typically would navigate the platform, and where friction occurs.
Team UX Audit
User Interviews
Affinity Diagram
Heuristic Evaluation
User Flow
Each team member conducted an independent UX audit to identify key strengths and usability issues across the platform, bringing diverse perspectives into the evaluation.
We interviewed five users, both familiar and new to the platform, to understand behaviors, expectations, and pain points within the e-commerce analytics space.
We blended our findings by clustering the insights into an affinity diagram, which helped organize any recurring patterns and prioritized the key problem areas.
Using Nielsen’s heuristics, we evaluated critical parts of the experience to identify usability gaps and validate issues uncovered during audits and interviews.
We started our diagram of the site map and common user flows to understand how users typically would navigate the platform, and where friction occurs.
Prime Pain Points
Onboarding and help tools should be clarified for new users.
Lack of labels in graphs; difficult for new users to understand.
Pop-ups need to be redesigned based on functionality.
Inability to consistently choose timelines/dates where needed.
Poor visual hierarchy; visually weak & missing CTAs.
Scattered organizational flow & misalignment in consistency.
Needs better color choices for brand consistency.
Misalignment with spacing, numbers, and labels.
Prime Pain Points
Onboarding and help tools should be clarified for new users.
Lack of labels in graphs; difficult for new users to understand.
Pop-ups need to be redesigned based on functionality.
Inability to consistently choose timelines/dates where needed.
Poor visual hierarchy; visually weak & missing CTAs.
Scattered organizational flow & misalignment in consistency.
Needs better color choices for brand consistency.
Misalignment with spacing, numbers, and labels.
Prime Pain Points
Onboarding and help tools should be clarified for new users.
Lack of labels in graphs; difficult for new users to understand.
Pop-ups need to be redesigned based on functionality.
Inability to consistently choose timelines/dates where needed.
Poor visual hierarchy; visually weak & missing CTAs.
Scattered organizational flow & misalignment in consistency.
Needs better color choices for brand consistency.
Misalignment with spacing, numbers, and labels.
Step 2.
User Personas
User Journey Map
Competitor & SWOT Analysis
Stakeholder Interviews
Information Architecture
We developed two personas representing key user segments to guide product, design, and marketing decisions and keeping the target users in mind.
Mapped the primary persona’s journey to visualize key steps, emotions, and pain points when interacting with the platform.
We analyzed two direct competitors and one adjacent product to identify opportunities, gaps, and strategic positioning.
Led stakeholder interviews to align business goals, scalability needs, and design direction, while uncovering priorities, constraints, and expectations that inform product decisions.
We refined the platform’s information architecture, focusing on restructuring key sections and improving overall organization. Always a favorite task of mine!
User Personas
We developed two personas representing key user segments to guide product, design, and marketing decisions and keeping the target users in mind.
User Journey Map
Mapped the primary persona’s journey to visualize key steps, emotions, and pain points when interacting with the platform.
Competitor & SWOT Analysis
We analyzed two direct competitors and one adjacent product to identify any opportunities, gaps, and the strategic positioning.
Stakeholder Interviews
Led stakeholder interviews to align business goals, scalability needs, and design direction, while uncovering priorities, constraints, and expectations that inform product decisions.
Information Architecture
We refined the platform’s information architecture, focusing on restructuring key sections and improving organization.
Always a favorite task of mine!
User Personas
User Journey Map
Competitor & SWOT Analysis
Stakeholder Interviews
Information Architecture
We developed two personas representing key user segments to guide product, design, and marketing decisions and keeping the target users in mind.
Mapped the primary persona’s journey to visualize key steps, emotions, and pain points when interacting with the platform.
We analyzed two direct competitors and one adjacent product to identify opportunities, gaps, and strategic positioning.
Led stakeholder interviews to align business goals, scalability needs, and design direction, while uncovering priorities, constraints, and expectations that inform product decisions.
We refined the platform’s information architecture, focusing on restructuring key sections and improving overall organization. Always a favorite task of mine!
Affinity Diagram
User Journey Map
Simplified IA Map
Please note: due to our NDA, specific charts or sections have been omitted or blurred.
Affinity Diagram
User Journey Map
Simplified IA Map
Please note: due to our NDA, specific charts or sections have been omitted or blurred.
Affinity Diagram
User Journey Map
Simplified IA Map
Please note: due to our NDA, specific charts or sections have been omitted or blurred.
Step 3.
Overview Page(s)
Experiments Tool
Audience Manager Page(s)
Predictions Page
Product Analytics Tool
Redistributed alignment and standardized font sizes and colors for a cleaner branding and visual feel for the product. Organized a structure for following pages to align with.
Heavily focused on the "start new experiment" onboarding and instructions within this page, regarding information architecture and content. Visually aligned experiments page.
Aligned this section with the new structure and visuals of the Overview Page. Prioritized large amounts of files for raw data.
Focused on the side bar "pop-up" pain points. Aligned visual and structural patterns to the overall layout of LXRInsights. Optimized the page for a quick glance and deep data dives.
Structured this to clearly display information, as well as highlight the upcoming product tools that will be added in coming time.
Overview Page(s)
Redistributed alignment and standardized font sizes and colors for a cleaner branding and visual feel for the product. Organized a structure for following pages to align with.
Experiments Tool
Heavily focused on the "start new experiment" onboarding and instructions within this page, regarding information architecture and content. Visually aligned experiments page.
Audience Manager Page(s)
Aligned this section with the new structure and visuals of the Overview Page. Prioritized large amounts of files for raw data.
Predictions Page
Focused on the side bar "pop-up" pain points. Aligned visual and structural patterns to the overall layout of LXRInsights. Optimized the page for a quick glance and deep data dives.
Product Analytics Tool
Structured this to clearly display information, as well as highlight the upcoming product tools that will be added in coming time.
Overview Page(s)
Experiments Tool
Audience Manager Page(s)
Predictions Page
Product Analytics Tool
Redistributed alignment and standardized font sizes and colors for a cleaner branding and visual feel for the product. Organized a structure for following pages to align with.
Heavily focused on the "start new experiment" onboarding and instructions within this page, regarding information architecture and content. Visually aligned experiments page.
Aligned this section with the new structure and visuals of the Overview Page. Prioritized large amounts of files for raw data.
Focused on the side bar "pop-up" pain points. Aligned visual and structural patterns to the overall layout of LXRInsights. Optimized the page for a quick glance and deep data dives.
Structured this to clearly display information, as well as highlight the upcoming product tools that will be added in coming time.
Result Screens
Overview Page
Old Overview Page
New Overview Page
Design Choices
Strengthened visual hierarchy for standardization, information architecture, and clearer CTAs.
Flexible timeline/date picker included for data selection. The backend is set up to process this.
Increased toggle visibility of Dashboard vs Comparison pages to strengthen visual hierarchy.
Emphasized the pre-existing three color correlation to the high, mid, and low value customers.
Designed prominent and intuitive CTA buttons.
Implemented an accordion layout to organize clearly with the option to collapse secondary information.
Old Overview Page
New Overview Page
Design Choices
Strengthened visual hierarchy for standardization, information architecture, and clearer CTAs.
Flexible timeline/date picker included for data selection. The backend is set up to process this.
Increased toggle visibility of Dashboard vs Comparison pages to strengthen visual hierarchy.
Emphasized the pre-existing three color correlation to the high, mid, and low value customers.
Designed prominent and intuitive CTA buttons.
Implemented an accordion layout to organize clearly with the option to collapse secondary information.
Old Overview Page
New Overview Page
Design Choices
Strengthened visual hierarchy for standardization, information architecture, and clearer CTAs.
Flexible timeline/date picker included for data selection. The backend is set up to process this.
Increased toggle visibility of Dashboard vs Comparison pages to strengthen visual hierarchy.
Emphasized the pre-existing three color correlation to the high, mid, and low value customers.
Designed prominent and intuitive CTA buttons.
Implemented an accordion layout to organize clearly with the option to collapse secondary information.
Experiments Page
Old Experiments Page
New Experiments Page
Design Choices
Used the principle of progressive disclosure to strengthen onboarding of information within "Start New Experiments" section.
Combined "Total Experiments" with "Concluded Experiments" for streamlined reporting.
Introduced the "In-Progress Experiments" feature & "Key Insights"
Redesigned line charts and overall interface for a cleaner experience.
Redesigned status and result into visual tags.
Added an action row to simplify interactions.
Created a hi-fidelity prototype for "Start New Experiment" for user testing, resulting in improved user flow with a strong 37% reduction in task completion time.
Old Experiments Page
New Experiments Page
Design Choices
Used the principle of progressive disclosure to strengthen onboarding of information within "Start New Experiments" section.
Combined "Total Experiments" with "Concluded Experiments" for streamlined reporting.
Introduced the "In-Progress Experiments" feature & "Key Insights"
Redesigned line charts and overall interface for a cleaner experience.
Redesigned status and result into visual tags.
Added an action row to simplify interactions.
Created a hi-fidelity prototype for "Start New Experiment" for user testing, resulting in improved user flow with a strong 37% reduction in task completion time.
Old Experiments Page
New Experiments Page
Design Choices
Used the principle of progressive disclosure to strengthen onboarding of information within "Start New Experiments" section.
Combined "Total Experiments" with "Concluded Experiments" for streamlined reporting.
Introduced the "In-Progress Experiments" feature & "Key Insights"
Redesigned line charts and overall interface for a cleaner experience.
Redesigned status and result into visual tags.
Added an action row to simplify interactions.
Created a hi-fidelity prototype for "Start New Experiment" for user testing, resulting in improved user flow with a strong 37% reduction in task completion time.
Predictions Page
Old Predictions Page
New Predictions Page
Design Choices
Redesigned data layout for quick scans and deep dives using structured flows and accordion components.
Unified visual and structural patterns with the overview/home page and overall layout.
Optimized page to look balanced with three sections and scale to many more.
Introduced clear labeling to each graph.
Rather than a "Re-Market" pop-up, the section will be contained within each information container.
Standardized font sizes and colors with the overall design choice for a cleaner branding and visual feel for the product.
Page one includes color set 1, while page 2 includes color set 2 to test which looks better with these accordion components. Tested arrow button types as well.
Old Predictions Page
New Predictions Page
Design Choices
Redesigned data layout for quick scans and deep dives using structured flows and accordion components.
Unified visual and structural patterns with the overview/home page and overall layout.
Optimized page to look balanced with three sections and scale to many more.
Introduced clear labeling to each graph.
Rather than a "Re-Market" pop-up, the section will be contained within each information container.
Standardized font sizes and colors with the overall design choice for a cleaner branding and visual feel for the product.
Page one includes color set 1, while page 2 includes color set 2 to test which looks better with these accordion components. Tested arrow button types as well.
Old Predictions Page
New Predictions Page
Design Choices
Redesigned data layout for quick scans and deep dives using structured flows and accordion components.
Unified visual and structural patterns with the overview/home page and overall layout.
Optimized page to look balanced with three sections and scale to many more.
Introduced clear labeling to each graph.
Rather than a "Re-Market" pop-up, the section will be contained within each information container.
Standardized font sizes and colors with the overall design choice for a cleaner branding and visual feel for the product.
Page one includes color set 1, while page 2 includes color set 2 to test which looks better with these accordion components. Tested arrow button types as well.
Step 4.
User Testing
Iterations & Next Steps
User Interviews started with 5 participants in the first two weeks, and we held a second round of 5 midway through the project. For user testing, we decided to use 10 participants, measuring task completion time and satisfaction. Both qualitative and quantitative data was noted for the team to review.
I led a final cross-functional meeting to present our research, data, and prototypes. All information and files were gathered and organized for the company to reference as they start integration of design choices, and continue iterations and testing with the next team.
User Testing
User Interviews started with 5 participants, and we held a second round of 5 midway. For user testing, we decided to use 10 participants, measuring task completion time and satisfaction. Both qualitative and quantitative data was noted for the team to review.
Iterations & Next Steps
I led a final cross-functional meeting to present our research, data, and prototypes. All information and files were gathered and organized for the company to reference as they start integration of design choices, and continue iterations and testing with the next team.
User Testing
Iterations & Next Steps
User Interviews started with 5 participants in the first two weeks, and we held a second round of 5 midway through the project. For user testing, we decided to use 10 participants, measuring task completion time and satisfaction. Both qualitative and quantitative data was noted for the team to review.
I led a final cross-functional meeting to present our research, data, and prototypes. All information and files were gathered and organized for the company to reference as they start integration of design choices, and continue iterations and testing with the next team.
Check out my other work!