Five to Nine
Dashboard Redesign

In the age of office happy hours and team yoga sessions, events are a powerful way for companies to highlight culture, boost morale, and foster collaboration.

Enter Five to Nine, the one stop shop that allows companies to plan, manage, and track the success of their events. My team and I redesigned the Five to Nine platform to help event organizers provide their most successful events. Better events to build a better culture.

In a small team of 3, I was the Designer. My core responsibilities included ideating concepts, wireframing, iterating based on feedback, and delivering final designs.
Methods Used

Heuristics, Competitive & Comparative Analysis, Business Analysis, User Interviews, Affinity Map, User Persona, User Flow, Site Map, Problem Statement, Sketching & Design Workshop, Prototyping & Iterating, Usability Testing

Paper Sketching, Figma, Zeplin, Zoom
3-Week Sprint (April 2021 - May 2021)

Challenge 📝

Five to Nine’s current platform lacked customization features and sufficient data analytics that users needed to evaluate event success and improve their future events. Both Five to Nine and their users desired something more expansive and flexible so event organizers could derive deeper meaning and value from their platform.

Outcome 🎉

The new Five to Nine platform helps event organizers plan, manage, and measure the success of their events so that they can better provide their company and team with meaningful and impactful events. Based on recent testing on the redesigned dashboard, our team was able to increase Five to Nine’s average NPS score from a 40 to a 60.

After a recent launch, Five to Nine is currently evaluating our redesigned platform to determine which features to implement into their next release.

The Solution

A better platform for better events

My team and I were tasked with creating a platform that was insightful enough to help users better understand how their events are performing, and flexible enough to let them decide how they want to learn this information. So, we worked to offer them a solution that was robust, customizable, yet easy to understand.

Here’s what the new Five to Nine platform included:

View Prototype

Main / Home Dashboard 🏠

Actions the user is prompted to take on the dashboard home screen

Five to Nine’s existing dashboard didn’t technically have a home screen, but instead used the events page as its home. Since users previously stated that staying organized while planning events was a big pain point, using the home screen as a place for them to manage their events at a glance was a big hit. Users can quickly understand what actions they need to take without having to parse through lots of information and make sense of it all.

Analytics Dashboard 📊

Analytics dashboard page showing an analytics overview and by event

The new analytics dashboard shows the 4 main types of analytics users want to track. This allows them to view easily digestible insights to quickly understand what the data means, click on specific data points to see popups of more data, and click on the + icon to add more analytics widgets. Let’s not forget, users were also very excited about the “By Events” tab, where they can view different types of analytics for each of their individual events.

Global Customization 🎨

Global customization that allows the user to customize their entire dashboard to their company colors and add their company logo

Users unanimously stated that they wanted the ability to customize and brand their dashboard to their company’s colors, so we gladly obliged. Users can now customize their entire dashboard to their company colors and upload their company logo, which according to testing, significantly increases the value that the new dashboard brings.

Widget Customization 🖍

Individual widget customization that allows the user to edit each widget and change the type of graph shown

Since customization was top of mind for users, it was also important to allow users to customize each widget in their dashboard individually. Users can now edit each widget, and change the type of graph or chart shown to their personal preference. Based on user feedback, allowing users to choose the type of data they want to see and how they view this data makes the new Five to Nine dashboard that much more impactful.

My team and I were able to help event organizers derive more meaning and impact from the redesigned Five to Nine platform, but how exactly did we get there?

Read more about our research process 👇

The Current Platform

A closer look at Five to Nine

To kick off our research process, we first needed to take a close look at Five to Nine’s current platform to gauge what the platform was doing well and what could be improved for the redesign. We noticed that while the existing platform was clean and engaging, it was often unclear what actions the user was being called to take.

Image of existing Five to Nine platform, with issues dicated
Inconsistent navigation throughout pages
Image of existing Five to Nine platform, with issues dicated
It became clear that at minimum, our platform redesign needed to address:
Primary Navigation
Call to Actions
Icons & Labeling
Competitive & Comparative, Business Analysis

What's trending in events?

Now that we had a better understanding of the current platform, we wanted to understand the landscape that Five to Nine resides in. Since our access to other B2B competitor platforms was very limited, we found ways to get scrappy: we watched endless demo videos and contacted sales teams to collect more information. Understanding market trends helped us learn what features / solutions could give Five to Nine a competitive edge.

Data Analytics Insights
Customization and Branding
Task / Goal Setting & Management
User Interviews & Affinity Map

What do users want?

We interviewed 4 users to better understand what they wanted from an event management platform, what their current event planning process is like, and what pain points they’ve encountered along the way.

After synthesizing the trends in the feedback, we learned users were saying:

"I want to customize my dashboard and analytics"
"I want to manage my event tasks easily."
"I want to track more types of data, primarily:"
NPS Score
Return on Investments
Legend of affinity map

Design concepts & early explorations

Based on what we learned from our user interviews and generative research, we started out the design process with a design studio to explore different concepts. Our high level goals were to make our designs:

Easy to understand, and therefore useful
Flexible for users to access more data and actions
Efficient, so users can focus on event content and impact, not just logistics

I took the best ideas from our design studio and incorporated them into paper sketches.

Main / home dashboard allows users to manage their events at a glance
Main / home dashboard allows users to manage their events at a glance
Analytics dashboard shows the 4 main types of data users want to track
Analytics dashboard shows the 4 main types of data users want to track
Global customization allows event organizers to customize their entire dashboard to their company colors
Global customization allows event organizers to customize their entire dashboard to their company colors
Individual widget customization allows users to edit each widget and change the type of graph they see their analytics in
Individual widget customization allows users to edit each widget and change the type of graph they see their analytics in
User Feedback & Improvements

Iterate iterate iterate!

To learn how users felt about our designs, my team and I went through two rounds of testing, each with 5 users. Based on the feedback we received, I made rounds of revisions to address problem areas.

Here are the major areas of feedback we received from user:

Navigation Confusion

Trouble Locating Customization

Customization Confusion

Next Steps & Reflection

Looking back on things

Next Steps

If I had more time to work on the designs, I’d love to:

Add event creation pages with customization & templates
Iterate further on global customization
Build out data collection flows


This project was challenging, exciting, nerve wracking, and rewarding - all at the same time. Designing dashboards was unfamiliar territory for me, and I had to get a few thing wrong before I could get them right. Here are the lessons I learned:

Getting Scrappy

Kicking off our research process,  we had a lot of difficulty finding users and couldn't access other B2B competing platforms. My team and I rolled up our sleeves and watched endless loops of demo videos, called sales departments, and  reached out to neighbors, friends, Reddit users, and folks on LinkedIn. The process wasn't exactly how we envisioned it would go, but what we discovered was far more interesting and insightful.

Balancing burn out

I am a bit of a work horse and sometimes struggle with stepping away from my computer. So when I got my COVID vaccine in the middle of this project, my body would not let me work the 4 am nights I had become accustomed to. While it wasn't exactly by choice, I learned how to be more intentional with the time I was working, narrow down scope, and call in for reinforcements.

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