Redesigning ScaleGrowth’s Community Dashboard
ScaleGrowth is an AI-powered platform helping businesses and networks personalize engagement through proactive AI teammates. As the startup scaled, its dashboard was cluttered and hard to use. My role: simplify the experience so organizers could quickly understand community health and take action.
Role
UX Designer
Heuristic evaluation, user interviews, wireframing, prototyping, user testing
Redesigned dashboard, complete with light/dark modes and mobile adaptation
San Francisco, Melbourne
2022
SaaS / AI personalization
$1.578 billion (2019)
<50
Challenge
Community organizers struggled to assess member health and engagement:
Cluttered layouts made data overwhelming
Key actions (approvals, events, posts) were buried
Navigation lacked clarity
Solution
I redesigned the dashboard to be clear, fast, and actionable:
Surfaced top insights at a glance
Quick-action buttons for core tasks
Simplified visualizations using progressive disclosure
Accessibility improvements for readability and color-blind users
Results
The redesigned dashboard gave organizers clarity and speed — surfacing insights at a glance, streamlining core workflows, and empowering them to take meaningful action with confidence.
Process
Research & Analysis: I began with a heuristic evaluation of the existing dashboard to flag major usability issues. Later, 12 interviews across 6 communities revealed clutter and missing CTAs as the top frustrations.
Persona & Task Flows: From these findings, I created a persona “Katrina,” a time-strapped community owner, and mapped her needs into user stories and task flows. Key scenarios—such as approving new members—shaped the dashboard’s information architecture, ensuring the most important actions were surfaced first.
Wireframing: I sketched 7 concepts, refining them through 4 rounds of mid- and high-fidelity wireframes.
Visual Design: I collaborated with another colleague to align the dashboard redesign with ScaleGrowth's design system. I then extended it to include new data visualizations and introduced patterns and shapes, and improved contrast for accessibility.
Usability Testing & Refinement:: I iterated the design through 3 testing rounds: reorganized via progressive disclosure, simplified terminology, added tooltips, and surfaced key actions (e.g. CTAs for event creation and member approvals).
Final Design: The final dashboard delivered clarity and speed — with streamlined task flows, simplified data visualizations, and a clean, accessible UI.
Final Prototype
“Ava combines strategic business insight with UX design expertise. Her sharp questions consistently led to product and process improvements.”
Victor Kovalev
CTO/CPO, Co-founder | ScaleGrowth
Conclusion
This project clarified how to turn overwhelming data into meaningful action. Beyond design, I learned the importance of working closely with engineering to adapt solutions to startup constraints — balancing ambition with pragmatism to deliver real value.
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