SAAS, Business applications


Customer Insights with Data Enhancement

Creation of new reporting tools to help business owners analyze their current customer data.

Product Design
Business Data
3-5 months
decorative image for Infogroup

Company Profile: Infogroup

Data and Marketing Services, SaaS

Infogroup was a provider of data and data‐driven marketing services for small and enterprise businesses, as well as non‑profit, government, and other organizations. The company has since rebranded to Data Axle and is now based in Dallas, TX.

A laptop with a picture of data enhancement

My Role at Infogroup

For about 2 years, I supported the SaaS business tools, InfoUSA and Salesgenie. My work included: data visualizations, subscription and payment pages, lead management tools, auto-dialers, dashboards, site maps and page templates.

Project Overview

Helping customers find connections hidden in their data.

Create a compelling report that visualized customer prospect data. Customers could then purchase and use this data for their marketing needs.
Research & Brainstorming
To gather ideas, I researched data visualization examples, such as Google's Chart Gallery.
Design & Prototype
I used Google's Chart Gallery again to create a custom map for the wireframes. Additional screens included upload screens, a dashboard, and purchase history.


The final documenation was a complete experience, from the first user upload, through selecting their data, and viewing purchase options and purchase history.

Upload Screen

To get started, customers upload their spreadsheet for analysis.

Upload start screen

Click image to view gallery.

upload start screen, drag and drop

Labeling Columns

In order for the analysis to work accurately, the customer spreadsheet needed to be labeled properly. Some fields could be skipped, but too many would generate an error.

Labeling columns modal

Click image to zoom.


After successfully uploading started, customers would get an email when their report was ready. After returning, a dashboard showed prior sessions. The screen below shows different outcomes for an upload.

Click image to zoom.

Enhanced Data Spreadsheet

Enhanced customer data looked similar to a spreadsheet, but rows with new information were highlighted.

Click image to zoom.

Insights Report

The insights report provided a visual explanation of the user's customer data. Below is a depiction of the business insights wireframe and the final mockup.

Click image to view gallery.


Customers could purchase the type of records they wanted and view past purchases.

Click image to zoom.