Visa Consulting & Analytics

UI/UX

0-1 product design turning a global payment network's complex proprietary data capabilities into an intuitive self-service platform.

Role

Product Design Lead

Core Design Team

1 Product Design Lead

1 Product Designer

My Impact

  • Drive end-to-end product from requirements to launch

  • Lead and mentor UI/UX designer across delivery

  • Designed 10 flows and 50+ screens for MVP delivery

  • Shaped product strategy toward a user-centered approach

Timeline

2 Months

Visa Consulting & Analytics had powerful proprietary data and advanced analytics capabilities, but no scalable product to bring them to market for enterprise clients, relying instead on bespoke analysts.

Goal

The goal was to design a self-service campaign measurement platform that translated complex data methodology into an intuitive user experience.

My Role

I was the product design lead, leading a UX designer and partnering with product, engineering, and data teams.

Discovery & Requirements

I kicked off the engagement by leading iterative design sessions with Visa stakeholders and data scientists, using journey flows I created to define the foundation of the product: what a campaign is, what it needs to measure, and which data sources power it.

By progressively refining these journeys from high-level to more detailed flows, I surfaced gaps in data logic, gathered requirements, and drove alignment across teams on how the product should function end-to-end.

I built my own documentation system to visually communicate key steps and data requirements, bridging the gap between complex backend processes and user-facing design decisions.

DESIGN

The platform had to serve non-technical users without overwhelming them, while still enabling advanced users to dig deeper.


I simplified complex workflows into guided steps with progressive disclosure, surfaced underlying data logic through tooltips to build trust, and introduced standardized measurement templates tied to common business objectives to balance flexibility with guardrails.

For results, I created measurement dashboards that surfaced campaign impact immediately while allowing users to drill into detail cards for deeper analysis.

For a fully-functioning self-service MVP, I pushed the design team to think through the end-to-end UX including edge cases, error states, and off-platform touchpoints like email notifications, using clear messaging and CTAs to keep users moving forward.

Impact

The platform is now piloted by Visa teams, validating the approach of making complex data analytics accessible through thoughtful design.

This work established VCA's capability to monetize proprietary data through user-friendly client platforms.

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