Commercial Analytics Hub
GDUSA Award-winning internal analytics platform serving 1,000+ users weekly. Centralizes PowerBI reports and dashboards for North American Commercial Analytics teams, featuring integrated training modules and an AI chatbot for seamless data discovery and navigation.
Project Overview
The Commercial Analytics Hub is a comprehensive internal platform that revolutionized how Kimberly-Clark's commercial teams access and analyze data. This award-winning project serves over 1,000 internal users weekly and has become the central hub for commercial decision-making across the organization.
Technologies Used
My Role
- UX Research
- UX Design
- Full Stack Development
- Chatbot API Integration
The Challenge
This was our first attempt at building a centralized internal platform of this kind. The existing experience lived on a cluttered SharePoint site that was hard to find, visually outdated, and didn't reflect the professionalism the commercial team expected. We lacked the budget to hire a developer, so I had to take on full ownership of both design and development—despite only having a basic understanding of HTML, CSS, and some Tailwind familiarity. I had to quickly teach myself everything from React and Next.js to OKTA integration and API work to meet tight deadlines. There were definitely moments where the project felt at risk, especially when it came to handling backend-level tasks like authentication and chatbot integration.
The Solution
The platform began as a Webflow site, but evolving needs—like integrating a custom chatbot—necessitated a complete rebuild in React, Next.js, and Tailwind. I leaned into progressive disclosure patterns, designed adaptive layouts for different user roles, and embedded contextual help throughout the experience. We continuously interviewed users across the project's lifespan, using their feedback to guide major design decisions, fix accessibility gaps, and refine workflows. Despite being built solo, the site established core architectural patterns that were later reused across multiple internal tools. It became the foundation for a wave of new digital products across the organization.
The Results
Based on FullStory analytics, we estimate the new platform saves each user over 2 hours a week that would've otherwise been spent hunting for resources. Though it was originally built for one team, its success sparked a series of similar sites across the company. The project was featured in a company-wide town hall, and later won a GDUSA Award for Digital Design Excellence. While it didn't immediately lead to a promotion, it drastically expanded the trust in me as both a designer and developer, ultimately shifting my role into a hybrid capacity across both disciplines.
“Ethan's work on the Analytics Hub transformed how our commercial teams make decisions. The interface is intuitive, powerful, and has become indispensable to our daily operations.”
Marwa Salhut
Director of KCNA Commercial Analytics, Kimberly-Clark
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