Tagado
A B2B analytics SaaS - 3 product design projects focused on turning enterprise customer needs into real tested solutions. Acquired by Gong shortly after delivery.
At a Glance
End-to-end product design across 3 separate projects - leading customer research, FullStory behavioral analysis, usability testing with enterprise clients, and high-fidelity design. Worked directly with the CEO, CTO and VP Product with no existing design system to build on.
Customer research insights, FullStory behavioral analysis, user personas, pain point → solution framework, usability study (tasks, KPIs, findings), high-fidelity UI designs for filters revamp, product home page with AI chat, Custom Dashboard feature - full widget creation flow, template library and dashboard management, and Merge/Split Insights feature.
Delivered 3 product improvements validated through real enterprise customer testing - for clients including Plus500, AccessiBe, Crunchyroll, PennFoster, Shutterfly and Pyoneer. Shortly after final delivery, Tagado was acquired by Gong.
Challenge
Tagado served enterprise data, CX and marketing teams - sophisticated users who live in dashboards and need precision filtering to extract meaningful insights from large volumes of customer feedback. The product had been built straight in code with no design system, no formal UX process and no dedicated designer. As the customer base grew to include major names like Plus500, Crunchyroll and AccessiBe, the filter system, the product's core interaction layer, was becoming a bottleneck. Users were struggling with complexity, lack of flexibility and unclear feature relationships, but no one had formally documented what was broken or why.
Process
UX Foundation
Before designing anything, I mapped the problem from 2 angles - behavioral and qualitative. FullStory session recordings from 8 users across 6 enterprise clients revealed where users struggled and gave up. Structured customer interviews across data analysts, CX managers and team leads produced 5 personas and a prioritized pain point → solution framework that became the direct brief for every design decision.
Results
Solution
Designed the new product home page featuring an AI-powered chat that surfaces insights about topics, issues and terms directly - giving users immediate value without navigating into the full dashboard.
Designed the full Custom Dashboard feature - allowing enterprise users to build personalized analytics views from scratch. The flow covers 2 paths: choosing from Tagado's pre-built template library (13+ templates including NPS Score, Sentiment Score, Churn Analysis, etc) or creating a fully customized widget. Users configure widget type, select topics, issues or metadata filters and preview the widget before adding it to their dashboard. Includes empty state, drag-and-drop reordering, edit mode and widget deletion.
Redesigned the entire filter system - simplifying AND/OR logic, adding Exclude functionality, introducing drag-and-drop section hierarchy and making saved filters editable and clearly named. Validated through usability testing with real enterprise clients.
Designed the Merge and Split Insights feature - enabling users to consolidate or separate insight clusters, giving data and CX teams more granular control over how findings are organized and acted on.
User Testing
Conducted a moderated usability study with 4 enterprise participants - testing the redesigned filters across 5 feature areas on a working prototype. Participants were real Tagado customers from enterprise accounts. Sessions were conducted remotely, with tasks covering the full filter interaction surface - from date configuration to saved filter management. Findings were documented per participant and synthesized into a prioritized improvement list.
- Effective dates → Time on task
- Filters → Number of clicks
- Manage sections and filters → Number of clicks + Task understanding
- Saved filters → Number of clicks + Time on task
- New layout and colors → SUS score
Impact
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