CASCADE

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My Role

Lead UI Designer

Team

- Syed Rameez (UI Designer) - Misha Gupta (Design Researcher) - Priyamvada V (Business Lead) - Flevina Pereira (Tech Lead)

Timeline

- Phase 1 (Dec '21 – Mar '22) - Phase 2 (Apr '22 – Jun '22) - Phase 3 (Jul '22 – Jan '23) - Phase 4 (Apr '23 – Jun '23) - Phase 5 (Oct '23 – Dec '23)

🧑‍💼 Meet Jim, a Brand Manager at Venus Vetcare

He starts his Monday like any other:

Jim is trying to understand why Product [X] from Brand [Y] is down in Region [Z]. But every answer depends on a different Excel Sheet, built by a different team, with a different format. One for Media. One for Sales. One for Ecom. All siloed. All delayed. He’s not managing a brand - he’s trying to stitch a storyline, but in vain.

📉 Elsewhere: Pam Can’t Find the Right Ecommerce Insight

Pam, the Ecom Insight Manager, wants to optimise their brand availability and visibility on Amazon.
She’s bouncing between keyword tools, in-stock reports, and internal shared trackers.
Data is lagging, insights are late, and decisions feel like educated guesses.

📊 And Michael? His Media Sheet Isn’t Telling the Full Story

Michael, the Media Manager, wants to make sure they're spending on the right media campaigns.

Michael’s team spent $12M on campaigns last quarter. But was the spend driving impact
or just noise? He’s staring at multiple Excel files with 18 filters and no answers.

The Process

We created a tailormade process which worked for all the five usecases.
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Research & Synthesis

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Pain Points with the Current Workflow

1. Fragmented Access to Performance Data

Teams were dependent on multiple tools, formats, and stakeholders just to get basic performance signals — making quick decision-making nearly impossible.

2. Siloed Reporting & Delays

Stakeholders had to wait for manually compiled reports from different departments, causing delays in spotting business-critical issues.

3. Lack of Root Cause Visibility

Whether it was a dip in innovation velocity or SOV performance, users struggled to identify the underlying drivers and drainers in a cohesive view.

4. Manual Forecasting & Excel Overload

Forecasting relied on unscalable Excel sheets owned by a few, lacking standardization, repeatability, or confidence in accuracy.

Enter: Project Cascade

Our goal was to turn a jungle of reports into a single, modular, human-friendly platform - where Jim, Pam, and Michael could not just see data, but actually act on it by taking strategic decisions.

Overview

Cascade is a multi-phase enterprise intelligence tool designed to help brand, e-commerce, innovation, media, leadership and finance teams at Venus Vetcare monitor performance KPIs, detect anomalies, and take strategic action across the value chain. The platform evolved into a single source of truth across 5 use cases, scaling to serve global stakeholders.

The Modules

Performance, Competition, Distribution

🔹 KPI comparison vs. competition, nudges for deviation 🔸 Trend views, retailer splits, manufacturer vs. brand slices

Innovation

🔹 Launch performance: GSV, velocity, distribution, media spends 🔸 Actual vs. forecast, driver-drainer analysis 🔹 Reviews and volume contribution comparisons

Ecom

🔹 In-stock rates, traffic by keyword/category 🔸 Selectability indicators: ratings, reviews, search rankings 🔹 Strategy mapping by visibility quadrant

Forecast

🔹 YOY/5Y forecast by category, tier, channel 🔸 Dynamic visualizations with drill-downs 🔹 Headwinds & tailwinds benchmarking

Media & SOV

🔹 Platform/channel spend vs. share of voice 🔸 Trendlines for brand vs. competition 🔹 Filterable views for A&CP, couponing, organic/promo media

IA & Lo-Fidelity Screens

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Style Guide & Components

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Hi-Fidelity Mockups

Client Feedback

NPS: 10/10

I love how the team brought best-in-class data visualization recommendations. They partnered closely with the business to deeply understand our data needs and pushed our reporting beyond the original scope. The transparency and collaboration throughout made it a truly effective partnership. The design team, in particular, stood out for their empathy - translating user challenges into a solution that felt intuitive and genuinely impactful.