Analysts were drowning in fragmented, unreadable data.
Starting point
An Australian startup sought to transform how market owners enrich and analyse their client data. I worked on the proof of concept, that evolved into a minimum viable product for their digital platform.
One of the biggest challenges was simplifying vast and complex datasets, including those from the Australian Bureau of Statistics, while ensuring a seamless experience for corporate users such as analysts and managers.
Our approach
Iterative information architecture: Conducted multiple iterations to map out the complexity of user actions and create a logical, intuitive structure.
Data-Driven UX: Designed three core perspectives (Customer, Market, and Product View) to help users explore insights intuitively.
Strategic questioning: Used strategic queries to refine the user journey and eliminate unnecessary complexity.
The process that guided
Please note: the size of the circles is illustrative, it represents the importance of the phase.The tensions and tradeoffs
The sheer volume of data meant we couldn't design a one-size-fits-all view. We had to trade a fixed narrative for a flexible system.
The key to resolving Alchemy's project was high personalisation. Each user could craft their own experience, with guided data input ensuring all information was contextualised. Data boxes could be resized (Small, Medium, Large, or Pinned) based on the user's priorities.
The outcome
A tool where the interface gets out of the way. By allowing analysts to craft their own dashboards, we help reduce cognitive load and empower them to make informed decisions.
Takeaway: tackling pure complexity
Working on Alchemy gave me hands-on experience with highly technical datasets. Initially overwhelming, the project showed me the impact design can have in solving complexity and being able to frame it so that users can make informed decisions, a lesson I carry forward in every project.
“I've been really impressed with Beatrice. Her attention to detail is excellent. I hope she remains a core member of the development team.”
Andrew, the startup's CEOLast update 2026. All data are reserved. I authorize the processing of personal data according to EU Regulation 679/2016.