Case Study 01/04

The Dashboard.

Originated with no brief, a business intelligence platform that anyone could configure to their own needs, rebuilt four times across nine and a half years, and the company's highest recurring-revenue product.

Business challenge
The people accountable for operations had no live view of them, no KPIs to make decisions on.
My authority
Originated, owned, and led all four rebuilds, solo at first, then directing the team I built.
Scale
Dozens of deployments across banking, smart cities, critical infrastructure, and industrial.
Outcome
Sold as a standalone product from Phase 2 on, the company's highest recurring-revenue product, still live.
More context Collapse context
My role UI/UX Designer to Senior Team Lead across four phases: UX, product strategy, systems thinking, front-end direction, hiring.
Team Solo UX function to a core team of 4, with backend and database engineers alongside.
Stakeholders CTO, CEO, engineering and database leads; enterprise clients including AnG India and Manappuram.
Duration About 24 months of design and build across four phases, 2015 to 2020, still in production.
Scope at peak 500+ live pages and counting, 700+ widget types, all from a single codebase.
Revenue impact ₹27–28L a month recurring at exit. Originated, not inherited.
Overview

It came from a recurring question.

How a question clients kept asking, with no brief behind it, became the company's highest recurring-revenue product.

The most commercially successful product I originated at Intellve. It began as a question clients kept asking on unrelated calls, can we see the whole picture of our operations somewhere, with no brief behind it. I built it, owned it across four rebuilds, and grew it into a configurable business intelligence platform and the company's highest recurring-revenue product, roughly ₹27 to 28 lakh a month by the time I left.

What I built scaled across banking, smart cities, critical infrastructure, and industrial clients from one configurable codebase: different industries, different data, one product. The team grew with it, from solo, the entire UX function, to a team of 4 by the web phase, each grown into an independent contributor through the work.

Leadership signal
No brief, no owner, no mandate. What turned a question several clients kept raising into the company's highest recurring-revenue product was reading it as a gap to build, not a request to field. Product lines start as patterns someone decides to act on.
Executive Summary
Built from a question clients kept asking, with no brief behind it, it became the company's highest recurring-revenue product.
Dashboard Phase 4, configurator with widget library
700+
Widget types in catalogue
Assembled, not engineered

A dashboard assembled straight from the widget catalogue, no engineering involved: the AnG India deployment, co-branded and Powered by Intellve, in light mode.

The build

Four phases. Four rebuilds.

The Dashboard was not one product carried through versions. It was rebuilt from the ground up four times, each rebuild forced by a ceiling the last one could not clear, the architecture replaced rather than a feature bolted on. None of it ran in isolation: every phase was built alongside live client projects by the same small team. And none of it was guesswork. Before the first version I studied how the established BI tools were built, and returned to that study when the architecture had to change.

01
Phase 1 · 2015
Charts inside TouchControl
Proved the demand, but trapped inside operator software with no export.
02
Phase 2 · 2016
Standalone desktop
Its own product for executives, but Windows-only, no browser or mobile.
03
Phase 3 · 2017
Web application
Reachable from any browser and phone, but every change cost 5 to 7 days.
04
Phase 4 · 2020
Configurator
Clients build their own pages: 700+ widgets, config in zero development.

Charts inside TouchControl.

Built
An analytics section inside TouchControl, view-only
Key call
Prove demand fast with what existed, no new infrastructure
Ceiling
Locked inside operator software, no export

The problem

The people accountable for entire operations, branch managers, security heads, plant administrators, and the executives above them, had no live view of how those operations were running. They did not need individual alerts or events; they needed what those alerts or events added up to: incidents week over week, which sites ran hottest, whether response times were improving, whether equipment was failing in particular zones.

Every number sat in the system, but reaching it meant asking Intellve or an internal IT team to export it into a spreadsheet, which was slow, never real-time, unworkable at volume, and had no analysis of its own. The same question kept coming from clients who had never spoken to each other, and that is what marked it as a product gap, not a one-off request.

Research

I had never built a dashboard at this scale. Before and as I built the first version, I studied how the established business-intelligence tools, Tableau and Power BI, were structured, to understand how this kind of product is actually made.

Constraints

There was no budget for new tools, no design team, and no front-end developer free for new-product work. The only charting available inside our WPF framework was the toolkit's built-in set, limited and unable to export, on a technology I was still learning. Whatever proved the idea had to be built inside what already existed, by me, with what was already paid for.

Built

A Dashboard section inside TouchControl, opening to screens of aggregate alert data: total counts, open against closed, severity distribution, category breakdowns, and average resolution timing. I owned the product and its front-end direction while the development team built the data layer, a division of work that held across every phase. Clients used it immediately, and 7 to 8 more screens followed as they asked for more.

Key decisions

01
Build inside the existing software first.
With no budget, no team, and demand still unproven, building inside TouchControl was the fastest and the only viable path: no new application, no infrastructure, no procurement. Separation could wait until demand was real.
02
Use the charting library already on hand.
The WPF toolkit's charts were limited, but they needed no procurement, approval, or licence, and zero budget allowed nothing else. Shipping something clients could react to with the available resources and tech mattered more than the ideal toolset.

Outcome

It proved something the company did not yet know for certain: clients wanted this enough to keep asking for more of it. That was the mandate to build it properly.

The ceiling

To see the charts, an executive had to install the full operator software, touch monitors and high-spec hardware included, built for a different job. Even then the data was locked to the screen, with no way to take it into a meeting. It needed its own home.
Executive Summary
Proof of demand, not a product: 8 charts to 8 screens in no time, no brief, just a question clients kept asking. Enough to justify starting.
Dashboard Phase 1, charts embedded in TouchControl
Embedded analytics

The first version lived inside TouchControl: a handful of charts for alert counts, severity, and category breakdowns. Enough to prove clients wanted it, but trapped inside software built for operators.

A product of its own.

Built
A standalone WPF desktop product, in light mode
Key call
Separate it so it could be sold and priced on its own
Ceiling
Windows-only: no browser, no mobile, no remote access

The trigger

Phase 1 had proved the demand and shown the limit in the same breath: the charts were trapped inside operator software, on operator hardware, with no way out to a meeting. The Dashboard had to become a product of its own, built for people who would never sit at a control-room console.

Constraints

Web was the right next step, and the call to go there was mine. I pitched it, and cross-team and management agreed: an Angular stack was locked and 2 Angular developers were hired for the build. Before it began, both were pulled onto an urgent paying project, the SLA and ticketing system. With no web developers left, I built the next version as a standalone WPF desktop application instead. It was a fallback, but it solved the immediate problems anyway: charts you could export, no operator-grade hardware, and no need to install the full operator platform just to see a dashboard.

Research

The users were not operators in dark control rooms. They were executives in well-lit offices and managers presenting on projectors, and that context pointed straight at a different design system.

For charting, I evaluated LiveCharts on capability and licence together: capable, actively maintained, broad in chart types, and clean on terms, perpetual use, no user limits, no distribution restriction.

Built

A standalone WPF desktop product on its own light-mode design system: a light palette, larger type tuned for reading rather than scanning, a layout built for presentation, and charts that could finally be exported, tabled, and downloaded. It deliberately broke visual consistency with the rest of the suite, because the suite was built for a different person in a different room.

Key decisions

01
A separate product, not an embedded feature.
Standing on its own meant it could be sold, priced, and adopted across an organisation without tying executives to operator hardware, and it gave the product real estate of its own: navigation, branding, an executive-grade layout.
02
Light mode over suite consistency.
The usage context, bright offices and boardrooms, decided the design system, not harmony with the operator tools. That identity carried through every later phase.
03
Licence judged with capability, not after it.
LiveCharts was validated against our commercial model, perpetual use, no user limits, no distribution restriction, before a single screen was designed.

Outcome

The Dashboard now stood on its own, sold and priced as a product, and from here it sold alongside every major project the company took on.

The ceiling

It still required a Windows install on the client's machine. No browser, no Apple ecosystem, no mobile, and several clients had asked for exactly those. The install itself was the last friction between an executive and their data.
Leadership signal
A dedicated product needed people a single designer could not substitute for. I made the case to build the team, a graphic designer and 2 front-end developers, and that team carried the Dashboard through its next 2 rebuilds.
Systems signal
At a gold-loan network of 3,500-plus branches across 28 states, the client asked for reactive metrics: counts, severity, open against closed. The historical data held more than that. I built widgets that risk-rated every branch by frequency, severity, and device-failure history, repeated short-circuit alerts pointing to wiring deterioration, repeated motion alerts to pest activity, repeated intrusion attempts to a physically vulnerable branch. That shifted the strategy from respond when something happens to invest where something is most likely to. The same preventive pattern later carried to device maintenance, staffing, and waste-bin data elsewhere.
Executive Summary
The Dashboard's first real product: pulled out of the operator software, given a light-mode identity for offices, and sold on its own. From here it sold alongside every major project.
Dashboard Phase 2, standalone consolidated KPI dashboard
Standalone, light-mode

The dashboard pulled out into its own application, with a light interface built for offices instead of control rooms: richer charts, and for the first time, data you could export, table, and download.

Onto the browser.

Built
The Dashboard rebuilt as a web application, plus a mobile app
Key call
Build in plain HTML, CSS, JS, a stack the team could own
Ceiling
Routine changes cost 5 to 7 days of testing and deployment

The trigger

The standalone product was selling, but the Windows install was the last friction between an executive and their data, and clients were now asking for the browser and the phone by name. The Dashboard had to leave the desktop.

Constraints

By now my team had grown. I had 2 front-end developers, and 2 freshers from the development team, hired as back-end developers and assigned to me. The freshers had no framework experience, no Angular, no React. Rather than stall, I gave them time to ramp up and we planned the web build on plain HTML, CSS, and JavaScript with the charting library, a stack they could own and learn on. They did, growing into independent developers over the project, even as they were periodically pulled back for the development team's own work: Angular bug fixes, small WPF tasks, ticket work.

Research

I evaluated the web charting libraries before committing and chose amCharts, judged the same way as before, capability and licence together: a vast chart catalogue, deep customisation, live refresh, full export to PDF, PNG, and CSV, on a perpetual licence that matched how we distributed.

Built

We rebuilt the Dashboard as a browser application in plain HTML, CSS, and JavaScript, my front-end team on the interface and the backend and database engineers on the data layer, all aligned before a line was written. I structured it the way I had structured TouchConfig: each page a self-contained module in its own folder, widgets as reusable components callable in 2 or 3 lines from a shared library, a structure any developer could navigate without asking me, and adding a page touched no other page. Alongside it, a Flutter mobile app, the company's first, put the executive view on phones, one tap to the overview for the people who needed the numbers away from a desk.

Key decisions

01
Web over desktop, to remove the install.
Browser access meant any device, any operating system, no hardware requirement. The install was the last friction point, and the web removed it.
02
Plain HTML, CSS, JS over a framework.
The developers who would build and maintain it were freshers with no framework experience. A stack they could fully own beat one they would always be catching up to.
03
A modular architecture built to run without me.
Self-contained pages, a shared component library, and a clean folder structure meant new developers could onboard without me present, and adding a page never risked another.
04
Flutter for mobile, one codebase for both platforms.
A client's executives wanted the Dashboard on their phones, one tap to it, no browser and no login each time. The platform call was mine, worked through with the developers including the one maintaining the existing apps: Flutter, one codebase for both iOS and Android. It was the company's first Flutter project, and the company moved all its app development to Flutter from there.

Outcome

On the web, anyone with a browser could open the Dashboard, no install, no hardware. Adoption widened sharply inside client organisations, and it became the most-sold and most-loved product across the client base.

A diagnostic moment

For weeks during the IPPL engagement the feedback came back through project managers: the executive does not like the dashboard, with no one able to say what was wrong. I asked for one call with him directly. For the first 15 minutes I asked only about visual things, colour, type, spacing, density, and he objected to none of them. So I said, with everyone present, everything I have asked about is how this looks, and you have raised no concern; what I am hearing underneath is that you open a page and cannot find what you need to decide. He said yes, exactly that. He had blamed the most visible thing, when the real problem, the information architecture, was not in his vocabulary to name. We rebuilt the pages around his decisions, and the complaints stopped.

The ceiling

The web Dashboard was selling and clients were satisfied. Then scale arrived. For one client it had grown to 180 to 200 pages, and every change, a new widget, a revised label, a layout tweak, ran the full lifecycle: design, development, database update, regression testing across all pages, deployment, verification. My team finished a change's design in a day; regression testing alone took 5 to 7 days. The cost was internal, and it would grow with every new client.
Leadership signal
This is where the team grew. Coming in as freshers, they built the web Dashboard under my direction, and the modular, documented structure was itself the teaching tool, showing by example how a maintainable product is organised. By the end of the phase I could delegate more and more to them, and that growth is what made a 2-person Phase 4 possible.
Executive Summary
The rebuild that put the Dashboard in the browser and on the phone, no install, built in plain HTML, CSS, and JS by a team growing into it, on an architecture made to run without me.
Dashboard Phase 3, browser-based dashboard with live map
On the web

The rebuild in the browser: live KPIs and a map-based view, reachable from any device with no install. The light-mode system from the desktop version carried over, now adapted to the web, with a Flutter app putting the same view on a phone.

The configurator.

Built
A semi-configurable platform: 700+ widgets, client-built pages
Key call
Solve an internal cost the company was quietly absorbing, through product design
Outcome
With the configurator, changes dropped from a week of development to zero

The trigger

No client asked for this. Clients were satisfied; nobody was complaining about change cycles or timelines. The problem was inside the company: 5 to 7 days of regression testing per change, 1 to 2 of deployment, several people across teams for what should have been hours of work, and a cost that would multiply as the client base grew.

Constraints

A fully configurable business intelligence platform needs a large team and a long runway, and we had neither: my team on design and front-end, 2 developers on the build, all on limited capacity. The investment had no client asking for it and no external metric to validate it, the hardest kind of work to get backed.

Research

I went back to the competition, this time for the configurable question specifically, and added Zoho to the study of Tableau and Power BI: how web-based, client-configurable dashboards are actually built. They had all solved it, but with dedicated teams of hundreds, which proved the problem was real and solvable, not a niche internal quirk. That told me a fully dynamic builder was out of reach with the resources we had, and that a middle path, pre-built widgets on configurable pages, was the right architecture for the team and timeline we had. We planned it together, and I took the case to cross-team and management for approval.

Built

Roughly 700 to 800 pre-designed, pre-tested widgets covering every chart type, data category, and domain use case we had met or could anticipate, across BFSI, smart city, critical infrastructure, and industrial. Clients built their own pages: name a page, choose a filter, browse the library, place and resize widgets, save, and share view-only links, with sub-pages under any page.

Behind it sat one standardised database naming convention the database team and I defined and documented as a formal specification. Data stored in tables that followed the convention flowed into the right widget with no development at all. The system imposed no rules on naming or layout, and every client still organised theirs logically without being forced to.

Key decisions

01
Semi-configurable over fully dynamic.
A fully dynamic builder needed years and a large team we did not have. Pre-built widgets on configurable pages gave clients nearly all the flexibility of one, while the full builder stayed on the roadmap rather than blocking everything behind it.
02
Co-branding over full white-labelling.
When our largest client asked to remove Intellve's branding entirely, I argued against it on business-equity grounds, then built a self-service logo page: client logo at the top, Powered by Intellve in the left nav bottom. It became the company-wide standard.
03
Free upgrades over upgrade revenue.
I recommended giving the configurator to every existing client at no cost. It kept everyone on one version, cut support, improved the product through diverse real-world use, and built the trust that made the Dashboard effectively impossible to replace.
04
Group-based access for any complexity.
Administrators set permissions per group across pages, and sub-pages, then assigned users to groups. A simple department and a multi-team hierarchy used the same system, configured differently, with no custom development for either.

The outcome

The change cycle that had taken 5 to 7 days dropped to 1 for delivery-team changes, and for configuration-level changes, adding a widget, adjusting a layout, creating a page, development and testing left the process entirely. When clients made those changes themselves, the cost to us was zero. The cost of running the Dashboard business fell sharply while its commercial performance kept growing, with no proportional growth in overhead.

Leadership signal
The configurator brought in no new revenue. What it did was remove a cost the company was quietly absorbing, work with no sale to point to and the hardest kind to get funded. The judgment that mattered was treating an invisible internal cost as a product to fix, then carrying that case across teams until it was backed.
Systems signal
One naming convention sat behind all 700 widgets. Get a client's data into a table that followed it and the right widget filled itself, no development and no ticket, whatever the client or domain. One small, strict rule absorbing endless variation, the same systems instinct that ran through every phase.
Executive Summary
A self-initiated rebuild that fixed an internal cost the company was quietly absorbing: 700+ widgets, pages clients build themselves, and a naming convention that wires new data in by itself. Configuration changes went from a week of development to zero.
Dashboard Phase 4, configurator with widget library
The widget library

A dashboard assembled from the 700-widget catalogue with no engineering: pages named, filtered, and arranged by the client. The library search matched on what a user needed to see, not what a widget was named.

Designed for the operator, not the executive.

AnG asked for a way to track operator performance: how fast alerts were closed, how many, and how often an operator's closed alert was reopened. The same data exposed more, which alert types took longest, which sites threw fake or duplicate alerts, closed almost instantly, and which severities moved quickest. I proposed it as a performance leaderboard with an anonymous peer-review layer underneath.

Supervisors reviewed a random sample of alerts, selected by the system so no one could be singled out, and without seeing whose work they were judging. A negative review or a reopened alert cost points; the operator could dispute it, and the dispute escalated to a manager with the full history, still anonymous. Identities stayed hidden across operators, supervisors, and managers, openable only by an admin outside the review chain, for the cases where who handled an alert genuinely mattered.

Psychology signal
The leaderboard ran on recognition and healthy competition rather than pressure: scores built from speed, severity, volume, and clean reviews, with the monthly recognition I recommended AnG layer on top. The anonymity was the fairness mechanism. Reviewers could not favour or punish someone they knew, disputes were judged on history rather than identity, and the competition stayed about quality, not politics. The behavioural design and the fairness layer were one system, not two.
Impact

Highest-earning product. Still selling.

Years on, it is still the company's top recurring-revenue line, still selling to new clients, and still run by the people who bought it rather than the team that built it.

The numbers.

₹27–28 L
Recurring revenue per month
The largest distributor, running the Dashboard across the 39-plus banks it served. Nearly every other deployment earned on top.
700 +
Widget types in the catalogue
Categorised by industry and data type. Searchable across four facets.
500 +
Pages live in production
Across BFSI, smart cities, industrial, and critical national infrastructure
9.5 yrs
In continuous production
Existing live and new sales still come on top
7 → 0 days
Change cycle
From a 5 to 7 day full development cycle before Phase 4 to zero after configurator release

Why it kept selling

Operator software is bought by executives for someone else. The Dashboard was bought by executives for themselves.

The person getting the value, live numbers and patterns in one place with no waiting on a report, was usually the person approving the purchase. Procurement compressed, and price stopped being the question. That was my read on why it sold the way it did.

It runs without me.

Nine and a half years in production, still earning, and today it is maintained by a single front-end developer rather than the team of 4 that built it. The modular architecture, the shared component library, and the documented naming convention are what let it run without the person who built it.

The connective tissue.

It became the connective tissue of the Intellve ecosystem, and what was learned building it carried outward. The web architecture, charting, and modular structure fed straight into MonitoringHub. The first Flutter app, built for the Dashboard on mobile, set the pattern the whole company's mobile work followed. And the co-branding model built here became the company-wide standard.

The management layer of a system that paid for itself.

At a gold-loan network of 3,500-plus branches, the Dashboard was the management layer of the wider Intellve system: a branch risk-rating model built from historical alert data, showing which branches carried the most alerts, the most severe incidents, and the most device failures, and informing where cameras, fortification, and police coordination went next.

The system it sat on top of was publicly credited with a combination of outcomes: roughly ₹100 crore a year saved, from reduced manned-guard cost once central 24x7 monitoring replaced per-branch guarding, fewer incidents, recoveries, and a 40% cut in insurance premiums. These were outcomes of the whole system, not the Dashboard alone, and the Dashboard was the layer those decisions were made from.

Before and after.

Before
After
Even the smallest change ran the full development lifecycle: meetings, requirement, design, development, testing, delivery, deployment.
Clients make configuration-level changes themselves, instantly, with no development cycle and nothing for us to ship.
Mobile strategy: none. Each new platform was a separate engineering decision from scratch.
The first Flutter app, built for one client's Dashboard, became the foundation for all the company's mobile development.
A separate version to support for every client, fragmenting across dozens of live deployments.
Free upgrades consolidated every client onto one supported version, tested against every real environment.
Constraints

The limits I built against.

What I would do differently, and the principle each limit left me with. The per-phase constraints sit inside the phases above; these are the ones that outlived any single phase.

The honest limits.

The dynamic builder I scoped out.

A fully dynamic, client-facing builder was the bigger prize, and it was out of reach for the team and time we had, so we shipped the version we could keep alive: a 700+ widget catalogue, organised and searchable. The limit it leaves is that a genuinely new widget type still comes from us, and closing that last gap with a self-service builder is sellable independence I would carve capacity toward earlier next time.

The cost case I made too late.

I saw the cost of supporting a separate version per client well before I made the formal case, and I let the evidence pile up instead of forcing the decision while I was still the only one who could see it. Spotting the problem is the easy half. Forcing the decision on your own timeline, before it becomes everyone's problem, is the half I have worked hardest to sharpen since.

The cost of every rebuild.

Every phase was a full rebuild, which meant running two products at once, holding up the live version while the next was built and tested. Four phases meant four of those stretches, and what kept them survivable was the modular architecture each rebuild reused. The lesson is to design for the transition, not only the destination, because most of a rebuild's cost is the months spent supporting both.

Three things I carry forward.

The most impactful decision is sometimes invisible to every client.

The most valuable thing I built that year, no client ever saw. The configurator changed the economics of running the business, not the experience of using it. Product strategy is not only solving user problems, it is building the internal systems that let you serve users sustainably at scale.

Technology selection is a design leadership responsibility.

Across four phases I researched the charting libraries, judged the licences, and made the front-end direction calls. With no dedicated front-end architect, the person who understands both what the product must do and what the technology can do is the one who should make those calls. Deferring them would have produced a weaker product every time.

The first stated problem is rarely the real one.

Clients asked for visibility; the real gap was a decision-making view, and getting that distinction right is what made the product. No one asked for the web rebuild or the configurator, both came from reading the ceiling before it turned into a complaint. Reading ahead of the stated ask is most of the work at this level.

How I lead

The same instinct, across every product.

Two things on this page are not Dashboard-specific: originating a product from a pattern no one wrote a brief for, and committing to a rebuild that carried no new sale. Both are how I work everywhere, and the leadership page lays out the rest.

Read all principles How I lead