Southwest Airlines

Lead UX Consultant

The Strategic Problem

Southwest’s TP&A team struggled to communicate performance insights effectively to executive stakeholders. Existing Tableau reports were exported into static PDFs, resulting in a fragmented, manual workflow that limited live discussion, obscured data context, and prevented strategic decision-making during meetings.

This was more than a formatting issue, it was a visibility and agility gap at the leadership level.

My Approach

I led end-to-end UX strategy for a reporting dashboard focused on decision velocity, not just visual polish. My goal was to align the dashboard experience with how executives actually think, navigate data, and act in live settings.

To do this, I:

  • Helped orchestrate stakeholder discovery across business and technical teams to uncover friction points, business rhythms, and how data tied to quarterly OKRs

  • Mapped existing reporting workflows to identify breakdowns in insight delivery, trust, and analyst effort

  • Designed a new reporting model, creating Figma-based high-fidelity dashboards with clear story flow, KPI prioritization, and real-time drill-ins

  • Drove cross-functional alignment, facilitating working sessions with Tableau engineers and business analysts to ensure implementation integrity

  • Acted as the UX point-of-contact for the Office of the CIO, guiding language, hierarchy, and prioritization for executive communication

Results

  • Transformed a manual, static workflow into a live, decision-ready dashboard aligned with executive use cases

  • Reduced analyst workload by eliminating redundant prep cycles for leadership meetings

  • Established a dashboard framework to be used by other departments to guide similar executive reporting efforts

  • Improved executive confidence in data exploration, leading to increased adoption and trust in the platform

Strategic Takeaway

Designing executive-facing data tools isn’t just about the right visuals - it’s about enabling faster, more confident decisions. By shifting focus from “reporting” to decision support, I helped position TP&A not just as analysts, but as strategic enablers in the eyes of the C-suite.

Tools Used
Figma, FigJam, Tableau (collaborative design handoff)

Previous
Previous

Launch | NTT DATA

Next
Next

Coca Cola