Beyond Analytics
My Role
Product Design and UX Lead
Scope
UI/UX, Branding, Product
Timeline
2021-2024
I joined Lauretta as the sole designer in a small team of 4 (which has since scaled) and led the design of the Beyond product suite, which included Beyond Retail, Beyond Facility, and Beyond Security. Each product addressed a different vertical, but together they shared a unified design language, brand identity, and objective.
This case study focuses on Beyond Retail, an AI-powered analytics dashboard built on CCTV data to help retail operators transform raw video into actionable business insights.
The Challenge
Retail managers and marketing teams had limited visibility into customer behavior.
While CCTV systems captured data, the information remained underutilized — leading to blind spots in footfall tracking, dwell time, demographics, and tenant performance.
The challenge was to design a platform that could translate AI-powered video analytics into actionable dashboards for different user groups.
Design Process
I built upon a functional but rough prototype, refining it through three iterations into an intuitive product aligned with Lauretta’s AI/ML capabilities.
Iteration 1
Addressed critical visual and usability issues in original product.
Iteration 2
Established design system, developed branding, and introduced new features.
Iteration 3
Product re-discovery, tailored experiences for marketing, leasing, and operations, designed a mobile companion app.
Target Users
The target users falls into 3 categories within Retail Management:
Marketing
Retail Manager
Marketing Manager
Marketing Researcher
Marketing Analyst
Leasing
Retail Manager
Leasing Manager
Property Manager
Operations
Retail Manager
Leasing Manager
Property Manager
Cluster Lead
Understanding User Workflows to shape Dashboards
I researched the workflows and KPIs of marketing, leasing, and operations managers to understand their goals and daily challenges. These insights shaped dashboards tailored to their decision-making needs.
Mapped a marketing manager’s daily workflow to identify opportunities where Beyond could support campaign prep, sales alignment, and performance tracking.
Connected marketing managers’ KPIs—such as conversion rate, ROI, and market trends—to Beyond’s dashboard features to ensure alignment with real business goals.
Outlined the initial dashboard setup journey for retail managers, showing how data collection and campaign analytics feed into decision-making touchpoints.
Captured top key performance metrics on Dashboard, ensuring marketing teams have key information at a glance.
Key Design Solutions
Role-based Dashboards
Designed modular dashboards tailored to the unique workflows of management, marketing, leasing, and operations teams
Product Branding
Lauretta’s product suite initially had placeholder names tied to function. For example, the Beyond product suite was once called ‘Property Management app’ — highlighting the need for a distinct brand identity. The goal was to developed a unified visual identity and product line.
Logos were inspired by barcode types of each industry as they were a form identification and data capture, parallel to Lauretta’s technology using cameras to infer occupant’s behaviour to generate insights.
The naming of company’s product line stemmed from the company’s tagline as it uses A.I. to provide insights beyond standard observations.
Design System
Created a scalable design system built on Google’s Material Design, customized with Lauretta’s brand colours and typography for consistency across platforms.
AI-Powered Insights
Leveraging Lauretta’s expertise in computer vision and machine learning, I collaborated with the engineering team to design features like Forecasting, Persona Generation, and Summary Insights help retailers spot trends, understand customer behavior, and make data-driven decisions.
Designed AI-powered forecasting charts that help retailers anticipate traffic shifts based on weather and events
Created an AI persona generator that turns visitor data into relatable customer profiles with autocompleted traits
Built auto-generated insights that summarize key performance trends and milestones at the end of each reporting cycle
Introduced a real-time occupancy heatmap that visualizes traffic intensity across mall zones for instant operational response
Mobile Insights
Designed a mobile app enabling upper management to access bite-sized insights and smart search filters for on-the-go decision-making
Impact
Beyond Retail created tangible value for clients while establishing a strong foundation for Lauretta’s product line.
Enterprise Adoption
Actionable Insights
Enabled operators and retailers to:
• Forecast and spot trends
• Evaluate tenant performance and leasing potential.
• Optimize marketing campaigns with personas & customer journey data.
Product Identity
The branding and product identity set the foundation for scaling Lauretta’s suite into various industries.
Key Takeaways
Reflections on the design process that informed future iterations and product improvements.
User research is crucial
Direct feedback helped with data prioritization
Simplicity wins
Clear, uncluttered design led to ease of data monitoring
1 size does not fit all
Tailoring dashboard to suit different users
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