Square Dashboard Home 

Square dashboard is the website where sellers manage their business. Sellers would mostly skip the homepage, navigating deeper into the website. Our goal was to understand why and re-imagine the page from the ground up, with user needs at the heart of the strategy.

I worked with UXR to set up a study that included a diary study and interviews. We looked at the typical journey and the data users need to inform their workflows in the website. We quickly learned how diverse our users' needs were and that we had a major relevance problem on Home. One-size-fits-all absolutely wasn't working.

Build a configurable system that can be personalized to each user and customized by each user. With this system, we can:

1. Personalize by user traits

2. Allow users to customize

3. Use customization data to improve personalization

We chipped away at this vision over time. Each iteration followed the design thinking process.

This project doesn't really have an end, but the last version that I worked on reached a nice place where we had a well defined IA of content streams that teams across square can contribute to, the foundation for a completely customizable experience, and the initial personalization for our key verticals.