StorTrack: Dashboards & Data Visualization


The problem

Aggregate Intelligence aggregate big data and content from the public, crowd and private sources and then use machine learning and other advanced techniques to add intelligence to that data and then deliver it in a form that enables our customers to do something meaningful with it. Aggregate Intelligence products include but not limited to StorTrack, Flight Data API, Rental Car Data API, Travel Datamart, Scoople, and RateMetrics.

The product I worked on was StorTrack, it is about data intelligence for the self-storage industry, it was related to enhancing the user experience of StorTrack from ground-up.

Bring the clarity into their existing dashboards for their customer, and make the relevant data appropriate. 

Project goal

StorTrack project goals were:

  1. Improve the user experience by reducing the clutter.
  2. Simplify the user interface by erasing the non-data ink.
  3. Ensure key metrics and insights should be scannable in 2 seconds.

My role

Worked as freelance UX team-of-one, and applied the design-thinking thought pattern to solve their dashboard and data visualization challenges for StorTrack and Scoople app


Redesign process

I adopted the redesign process as follow:

  1. Identifying the redesign need.
  2. Identifying the key personas.
  3. Measuring the data-ink ratio.
  4. Revising the user flow for each data segment. From sign-up to the day-to-day tasks
  5. Redefining the data categories
  6. Sorting the data visualization for key personas.
  7. Revamping the whole system according to the findings.


  1. How to update the existing system without compromising the data integrity for the targeted personas.
  2. How might we make sure the sign-up related mundane calls should be minimized for the sales rep?
  3. How to keep the onboarding as smooth as possible? How to make sure data visibility should be enhanced and reduce the non-data ink

How I tackled it?

It was time to create a new design by sketching the different ideas for some of the major flows we have identified.

Thinking strategically which flow is needed a complete overhaul, or which flow can be reduced from five steps to three steps? These early sketches illustrate our thought process that how we incorporated our learning.

There were many sketches, so for the sake of brevity, I included only a few sketches.


End result

The final and approved design demonstrated the correct depth of the data was presented, and also improves the user work flow along with the dashboard improvements. There were at least 12 dashboards which redefined and redesigned. Some of the “before” and “after” screens can be seen as follow:

Unit Type – Dashboard Detailed View Of Stores
Market Dashboard – Step 1
Unit Type Data Edit Form- Unit Tab@2x
Market Home Page – Without Data
Unit Type Data

Where are we today?

StorTrack launched, and now you can check out my work which is displayed on my client's website, plus they are becoming an industry leader into their offerings