Role
Sr. Product Designer
Scope
Design System · Data Viz · Rebrand
Hootsuite launched a bold new brand identity and the entire design team had 3 months to ship it across the product. Every surface needed to be updated — typography, colour, components, illustrations, data visualisations.
My ownership was the Analytics section — the most data-dense part of the product. I designed 50 unique product elements and 10 types of scalable data visualisation widgets, all built to flex across different metric types, network sources, and report configurations. Less UX strategy, more execution excellence — and we shipped it on time.
Challenge
Translate a new brand identity across a complex, data-heavy product in 3 months — without breaking existing user mental models.
Approach
Design system thinking first — build scalable, reusable components that could be applied consistently at speed across the Analytics surface.
Outcome
50 unique product elements, 10 scalable data viz widget types, and a successful company-wide launch delivered within the 3-month window.
The challenge — a bold new brand identity needed to be reflected across a product that hadn't kept pace with it
Analytics redesign — Mixed Overview and LinkedIn Overview updated to the new design system, with refreshed data widgets, typography, and colour
Analytics in the new brand context; Planner and Streams — before and after the refresh across multiple surfaces
Report template library — per-network report templates (Facebook, Twitter, Instagram, LinkedIn, and more) with scalable data viz widget previews
Posts list — multi-network, filterable post performance table; Metrics Library — 83 metrics across 9 platforms, searchable and configurable
Design system overview — the full scope of product elements designed for the Analytics section, spanning components, widgets, paywalls, and onboarding flows
By the numbers — 3 months · 50 unique product elements · 10 scalable visualisation types · 1 successful launch
The team received a personal thank-you from Hootsuite for delivering the refresh — a small but meaningful recognition of the collective effort
