Event and employee resource group analytics report

Using analytics to elucidate the relationship between programming investment and employee engagement
B2B Saas
Enterprise
Events
DEI
Overview
Problem
Solution
Discovery
User interviews
Data audit
Defining requirements
Content clarity
Glossary
Feature tiers
Sensitive data
Analytics dashboard design
Focused dashboards
Reducing cognitive load
Data visualizations
Final design highlights
Interactive prototypes
PDF report design
Pivoting delivery medium
Converting to report
Final design
Next steps

Overview

My role

Lead/sole product designer

Team

Engineers, product manager, founders

Timeline

2023-2024

Tools

Figma, Webflow, ChartJS, Nivo

Company

Five to Nine— An event management B2B SaaS for workplace and DEI teams.

Problem

In 2023, widespread budget cuts led organizations to scrutinize DEI/ERG investments more closely. Both prospective and current customers needed stronger justification for these investments through clear ROI metrics. Our existing analytics dashboard, limited to basic event metrics like NPS scores, RSVP counts, and feedback, wasn't providing the comprehensive story needed to demonstrate program impact.

Solution

Our team focused on transforming the dashboard's one-dimensional view of event data—previously limited to NPS scores, RSVP summaries, and guest feedback—by adding demographic and deeper engagement insights. This would allow organizations to observe a more holistic picture of how their events were affecting employee engagement and provide a more cohesive, data-rich narrative of their efforts.

While the functional prototype generated interest among users, it wasn't enough to drive new sales in an already challenging market. Development on the in-product solution was paused, but a new customer requested these insights. To meet their needs, we created a quarterly PDF report as an interim solution. Later, I automated the report generation process using Webflow, making it easier to scale this solution for other customers.
Functional prototype
A prototype to show data proving impact of DEI & ERG efforts
Quarterly PDF Report + Glossary
An interim solution requiring no dev besides raw data exporting
Low-code Report on Webflow
A faster way to generate quarterly reports with raw data

Discovery

Understanding user needs

Prior research conducted by our product manager, including 20 surveys and 5 in-depth interviews with event organizers and people teams, revealed three key areas of analysis needed to demonstrate program impact: event performance metrics (like attendance and satisfaction), organizer effectiveness (such as engagement rates and event attendee sentiment), and group-level insights (including demographic participation patterns and long-term engagement trends). Understanding these interconnected data needs helped shape how I would structure and present insights in a way that told a complete story about program impact.

Data audit

The audit revealed a disconnect between available data and meaningful insights. While we had abundant raw data about events and attendance, we lacked the contextual relationships that would help stakeholders understand true program impact. This understanding shaped our approach to data presentation and analysis.

Defining requirements

Ensuring content clarity

Our analytics dashboard needed to serve both frequent users like event organizers and their managers, as well as executive stakeholders like Chief Diversity Officers (CDOs) and Chief Human Resource Officers (CHROs). This meant we couldn't rely on platform-specific terminology or user familiarity. Working closely with our PM and founder, I focused on creating language that would be immediately intuitive to first-time users while remaining precise enough for detailed analysis. This careful balance ensured that both power users and executives could quickly access and understand the insights they needed.

Supplemental glossary

Internal workshops revealed that similar terms and metrics often created confusion among users (e.g. "ERG members" vs. "Active ERG members"). In response, I developed an internal glossary that standardized terminology across the platform. This glossary served as the point of truth for team-wide consistency and removed any ambiguity from what calculations were expected. It would also be used in the front-end via tooltips to help end-users understand what metrics they were seeing. This helped ensure everyone had a clear understanding of the language used throughout the dashboard.

Feature tiers

Through stakeholder collaboration, our team identified a strategic approach to feature distribution and metric visibility across our platform tiers. The core dashboard would focus on essential metrics that every organization needs to understand their program's success such as engagement trends and performance metrics. More in-depth analytics like demographic analysis, custom dashboards, and access to analytics from integrations such as Slack would be reserved for premium users who needed deeper insights into their programs' impact. This thoughtful segmentation not only created a clear value ladder for different organizational needs but also established a foundation for sustainable product growth.

Handling sensitive data

Given our access to customers' employee HRIS data, I understood that maintaining data privacy was crucial to preserving customer trust. While my design goal was to provide more granular insights into program impact, I needed to carefully balance this with protecting sensitive employee information. Since some ERG groups were quite small, I realized that even showing general trends could inadvertently expose information about specific individuals. To address this, I proposed a super-admin view or dashboard, which would limit access to detailed demographic data to senior leaders like CDOs and CHROs, making sure sensitive information stayed protected while still giving leadership the insights they needed.

Analytics dashboard design

Focused dashboards

Consolidating user insights and available metrics, I created three primary views. The ERG Engagement view highlighted participation trends and program growth. Event Performance focused on success metrics and attendee feedback patterns. The Demographic Analysis view revealed participation patterns across different employee groups, helping organizations identify gaps and opportunities in their programs.

Reducing cognitive load

To optimize real estate and reduce cognitive load, I designed visualizations with a toggle feature that allowed users to switch between demographic filters (e.g., gender, ethnicity, department) within a single chart. This streamlined the data display, preventing clutter and enabling quick, clear insights. The approach ensured the dashboard was both user-friendly and capable of delivering high-level and in-depth analysis efficiently.

Data visualizations

The main challenge was selecting data visualizations that effectively communicated complex insights, such as engagement trends, demographic breakdowns, and event performance. I collaborated with stakeholders to design charts, graphs, and filters that were intuitive and delivered clear insights at a glance, ensuring users could quickly interpret the data and make informed decisions through the dashboard.

Final design highlights

The main challenge was selecting data visualizations that effectively communicated complex insights, such as engagement trends, demographic breakdowns, and event performance. I collaborated with stakeholders to design charts, graphs, and filters that were intuitive and delivered clear insights at a glance, ensuring users could quickly interpret the data and make informed decisions through the dashboard.

Interactive prototypes

I incorporated the three preset dashboards I had created into the sales prototype (above). Each dashboard had a specific objective:

1. ERG Engagement

Tracks participation rates, attendance, and activity in ERGs, offering insights into how employees engage with programs and identifying trends for future improvements.

2. Event engagement

Measures event success through metrics like attendance and feedback, helping organizations refine event strategies based on their effectiveness.

3. Employee demographics

Enabling users to cross-reference engagement and performance data with demographic data, revealing participation gaps and ensuring inclusivity across the workforce.

PDF employee engagement reports

Pivoting delivery method

While the functional prototype garnered interest, it wasn't sufficient to drive new sales in a challenging market, leading to a pause in development. However, new customers requested access to its metrics, leading me to convert the prototype into a PDF report. Through multiple iterations, I structured the report into three consistent sections for easier readability and added annotations and a glossary to clarify key terms that were flagged as unclear.

Converting dashboard to report

To address the needs of our new customers, I transformed the working prototype dashboard into a static PDF report, a process that involved weeks of iterations based on internal and customer feedback. This transition meant sacrificing some design efficiencies from the prototype, particularly in how I utilized space.

I structured the report into three sections—overview, demographic, and summary—maintaining a consistent cadence of information throughout. This approach aimed to enhance readability and ensure users could easily find the metrics they needed. Given the limitations of a static format, I included annotations for terminology that had been flagged as unclear at the bottom of each section. Additionally, I proactively created a supplemental glossary to clarify potential points of confusion, further supporting user understanding.

Final design

Employee engagement report (PDF)

Scroll through below to see full report. Please note that some content is blurred to protect customer privacy.

Supplemental glossary

Scroll through below to see full glossary. Please note that some content is blurred to protect customer privacy.

Next steps

Report walkthrough with CDO

We reviewed and iterated on the PDF report with our main POC who was a DEI manager at our customer organizer. A meeting we were setting up before my departure from FTN was a walkthrough of the PDF report with their Chief Diversity Officer.

Accessibility

Due to time constraints in delivering our interactive prototype and first PDF quarterly report, accessibility considerations were limited for our focused audience. In the future, I would prioritize best practices for data visualization, such as using patterned representations for metrics and ensuring sufficient contrast for users with visual impairments. These improvements would enhance usability and scalability for a broader audience.

Updating data request

While awaiting our meeting with the customer CDO, I collaborated with our back-end engineer to request the data output in a specific format to reduce noise and make future report creation faster and easier.

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