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This portfolio case study demonstrates my approach to transforming business data into clear, actionable insights that support strategic decision-making.
I designed an executive dashboard that consolidates key performance indicators across revenue, profitability, customers, sales, and operations. The analysis highlights performance trends, conversion metrics, product results, and opportunities for improvement.
Beyond visualization, the dashboard translates data into key insights and practical recommendations, helping leadership quickly understand what is happening, why it matters, and where to focus next.
Note: This is a self-initiated portfolio case study. All data, metrics, and business results shown are illustrative and were created solely to demonstrate my data analysis and executive reporting capabilities.
Data AnalysisData VisualizationOnline Business ManagementGoogle SheetsMicrosoft ExcelMicrosoft Power BI
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CVR rose 8%, but contribution profit per visitor fell 6%. The result is statistically significant. What should the team do?
1 voted
50%
1 voted
50%
2 votes
Closed
I’d reject it. Higher conversion doesn’t mean much if each visitor is generating less profit.
I designed the portfolio feature for a stock tracking app.
The main goal was simple:
Help users understand what they own, how much their portfolio is worth, and how it is performing without making the experience complicated.
The problem
Tracking different stocks can quickly become confusing.
Users may have several holdings, different amounts invested, different returns, and changing stock prices.
The challenge was to bring all of this information into one simple screen.
The solution
I designed the Portfolio screen around the information users need most.
The screen includes:
Portfolio value: shows the current total value of the portfolio.
Performance chart: helps users quickly see how the portfolio has changed over time.
Time filters: users can switch between 1D, 1W, 1M, 6M, YTD, 1Y, and MAX.
Today’s return: shows how the portfolio is performing today.
Total return: shows the overall gain or loss.
Invested amount: shows how much has been invested.
Holdings: gives users a clear list of the stocks in their portfolio.
Sorting: lets users organize holdings by value.
Design approach
I wanted the screen to feel clean, calm, and easy to understand.
Instead of showing too much information at once, I created a clear visual hierarchy:
Portfolio value → Performance → Key numbers → Holdings
This allows users to understand their portfolio at a glance and explore more details when they need them.
Important product decision
This is a stock tracking app, not a trading app.
The portfolio does not hold money, place trades, or give investment advice.
Users manually manage their portfolio so they can use the app to track their holdings and performance.
What I focused on
For this design, I focused on:
Clear information hierarchy
Simple data visualization
Easy-to-scan numbers
Clean spacing and typography
Useful portfolio insights
A simple way to browse holdings
Making complex financial information feel easy
The goal was not to make the screen look complicated.
The goal was to make complex information feel simple.
What do you think about this design?
Naming it a tracking app, not a trading app, does more work than the layout — it tells the user this screen won't ask them to act on a number, only read one, which is a lighter trust bar than a buy/sell flow needs.
Social Media & Paid Media Strategy Tre Sorelle
I supported Tre Sorelle, a Saudi luxury fashion brand, with social media growth, paid media planning, audience research, competitor research, and organic community engagement.
What I worked on
Paid Media Strategy
Built a structured audience-testing approach for GCC markets.
Planned separate age-group ad sets to identify stronger audience segments.
Supported TikTok Traffic campaign setup, including targeting, placements, budget and creative configuration.
Reviewed creative performance signals such as views, engagement and play time to inform creative testing decisions.
Assessed Meta Business access and tracking requirements and identified issues preventing Instagram ad setup.
Audience & Competitor Research
Researched luxury, modest-fashion and abaya audiences across the GCC.
Analysed competitor positioning, content styles, visual presentation and engagement approaches.
Identified opportunities for Tre Sorelle to strengthen its organic presence and connect with more relevant audiences.
Organic Growth
Started strategic community engagement by researching relevant fashion audiences and conversations.
Engaged with relevant users through existing community conversations rather than relying on mass or artificial engagement.
Focused on building genuine awareness and identifying potential customers and advocates.
Tools
TikTok Ads Manager · Meta Business Suite · Shopify · Instagram · Canva · Google Sheets · Google Docs
Project focus
The overall objective was to create a more structured approach to brand visibility, audience growth, engagement, website traffic and future customer acquisition, while using research and performance data to guide decisions.
Great strategy work! 👏