Product Design

Northline

A dashboard redesign for a logistics analytics platform, turning dense, raw data tables into a product ops teams could actually act on.

The Challenge

Data Without Direction

Northline's dashboard surfaced every metric its platform tracked, all at once, in dense tables with no visual hierarchy. Customers loved the underlying data but consistently told the team they didn't know what to do with it — leading to churn after the first few months.

The Approach

Design Around Decisions, Not Data

We interviewed ops managers to understand the actual decisions they needed to make each day, then restructured the dashboard around those decisions rather than the underlying data model — surfacing exceptions and anomalies first, details on demand.

Creative Direction

Dense Data, Made Legible

The visual system introduces a clear typographic hierarchy, purposeful use of color to flag exceptions, and progressive disclosure patterns so power users can still drill into raw detail without overwhelming everyone else.

The Solution

One Dashboard, Every Role

We delivered a redesigned information architecture, a new visual system for data-dense screens, and role-based views so ops managers, executives, and analysts each see what's relevant to them.