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Summary of work

This analytics dashboard was created as a customized product for Under Armour® to track and analyze users in their Record app. It was an internal tool — a personalized version of Mobiquity's in-house behavioral change platform, refactored for clients who needed deeper insight into their users' behaviors and usage statistics. A key goal was highlighting the relationship between social media content and user traffic to and from the app.

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Problem

The team at Under Armour® had substantial user data but no way to analyze and display it in a form that was actually useful to their team. Raw data without the right interface is just noise — the challenge was giving them a tool that made patterns visible and actionable.

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Process

I worked with the Under Armour team to identify the statistics that would help them most, and to surface combinations of data they weren't already looking at — giving them deeper insight than their existing reporting provided. My goal was a clean, visual dashboard that offered a clear overview without being overwhelming.

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Outcomes & impact

The final dashboard used a single accent color to highlight important figures, so users could get an at-a-glance read on their dashboard before drilling into detail. Visual hierarchy was established through size, contrast, and color — creating a more digestible overview of the data and a tool the team could actually use day-to-day.

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Learnings

Performance and clarity are not opposites in UI design, but achieving both simultaneously takes deliberate effort. The temptation with a brand like Under Armour is to apply maximum intensity everywhere — but data dashboards require visual hierarchy, and hierarchy requires range. Learning to deploy brand intensity strategically rather than uniformly was the key design lesson from this project.