Designing and shipping a proprietary SEO reporting dashboard from initial concept to 32 active agencies.
Role: Product Design (UI/UX), Frontend Development, Product Strategy
Stats: 32 Agency Clients onboarded, 50% Reduction in manual reporting time, 100% Platform adoption rate
SEO agencies often struggle with “data sprawl.” They have tools for keywords, backlinks, and traffic, but no single source of truth to show clients their ROI. Comma was built to bridge that gap by aggregating complex data into a simplified, beautiful dashboard.
Existing SEO reporting tools were either too expensive for mid-sized agencies or too technical for the end clients to understand. The challenge was to build a product that felt enterprise-grade yet intuitive enough for a business owner to scan in 30 seconds.
I designed a centralized interface capable of pulling from multiple complex APIs, including Google Search Console, Google, Analytics, SEMrush, Majestic and custom tracking scripts. The goal was to eliminate “tab fatigue.” By creating a unified data schema, I ensured that the interface presented a cohesive story of growth rather than a series of disconnected charts. Every widget was meticulously crafted to ensure that even the most dense data sets remained legible and aesthetically balanced.
A key requirement for agency adoption was the ability for users to make the platform their own. I engineered a flexible, themeable UI system that allows agencies to “skin” the entire dashboard with their own brand colors, logos, and custom domains. This wasn’t just a surface-level CSS change; I built a scalable design system that maintained accessibility and visual hierarchy regardless of the agency’s brand palette, giving them a high-value proprietary tool to offer their own clients.
Data is useless if it doesn’t lead to a conclusion. I developed a logic-based “Insight Summary” component that acts as a translator. Instead of just showing a line graph going up, the dashboard uses automated logic to generate human-readable wins—like “Your organic visibility increased by 15% due to new high-volume keyword rankings.” This feature alone was the primary driver for reducing manual reporting time, as it did the heavy lifting of analysis for the account managers.
Moving from Figma to a live React-based environment is where many complex products fail. I managed the entire design-to-development handoff, providing the engineering team with pixel-perfect documentation, responsive breakpoints, and interaction states. By staying involved in the frontend implementation, I ensured that the high-performance requirements of the dashboard didn’t compromise the smoothness of the user experience, resulting in a 100% adoption rate across all 32 participating agencies.
Comma successfully redefined how these 32 agencies communicate value to their stakeholders. By shifting the focus from “data delivery” to “insight visualization,” we turned a recurring technical hurdle into a powerful client-retention tool. The platform didn’t just save time; it changed the relationship between agency and client from one of confusion to one of transparency and trust.
Today, Comma serves as the backbone of SEO reporting for dozens of teams, proving that when you prioritize clarity and technical efficiency, you create a product that agencies can’t live without.
A comprehensive digital identity and high-performance web presence for a civil firm specializing in demolition, excavation, and site preparation across the Mid-Atlantic.
A redesigned the website for a boutique public relations firm to communicate influence and strategic storytelling through a minimalist, editorial-inspired interface.
A full-scale creative overhaul for a regional IT and technology provider, bridging the gap between technical expertise and consumer-facing retail.
Developed a complete brand identity and visual system for a premium vinegar manufacturer.
