DirecTV AI/BI Internal Dashboard

Turning Disconnected Data into Actionable Insight DirecTV needed to unify multiple sources of customer and market intelligence into a centralized platform to better understand competitive threats and reduce churn. I was brought in to lead the UX strategy and design for a new decision-support tool tailored to executives and analysts alike. Key Contributions: Data Integration Strategy: Restructured disparate datasets into a unified, web-based portal to simplify access to real-time analytics. Interactive Visualization: Designed layered visualizations with drill-down capabilities, enabling localized insights and micro-level profitability assessment. UX & UI Execution: Developed a sleek, intuitive interface that turned complex data into clear, actionable information. Improved Executive Agility: Empowered leaders to make faster, more informed decisions by surfacing meaningful KPIs at a glance. Impact: Reduced decision-making friction with clear, real-time visual reporting. Enabled proactive churn management and competitive monitoring. Introduced a framework for smarter, insight-driven operations across teams.