Global Cohort Metric System
SaaS Analytics System
At Airbridge, a Mobile Measurement Partner (MMP) used by enterprise marketing teams to track ad performance, the primary value driver is not just 'counting installs' (vanity metrics) but measuring Return on Ad Spend (ROAS) over time. Previously, clients were unable to analyze this Long-Term Value (LTV)—such as 'Day 7 Revenue' or 'Day 30 Retention'—without manually requesting SQL reports from Customer Success Managers (CSMs). To solve this operational bottleneck, I spearheaded the strategic transition of Cohort Analytics from a high-friction service into a scalable Global Cohort Metric System. This allowed marketers to bypass support teams and instantly define their own maturity windows, aligning the product with the critical business need for real-time, predictive budget optimization.
To operationalize this, I designed a natural-language logic builder that democratized complex query construction. Users can now pair any Start Event (e.g., App Install) with a Return Event (e.g., Purchase) to create custom success criteria without writing code. Crucially, I architected these metrics as Organization-Level Assets: once a metric like 'High-Value Retention' is defined, it is saved to the company library and instantly propagates across the entire product suite—including the Actuals Report, Trend Report, and Overview Dashboard. This 'define once, use everywhere' framework ensured data consistency across the organization while permanently removing the friction of manual report creation."
ROLE
Lead Product Designer
COLLABORATORS
PM, Frontend Engineer, Backend Engineer, Data Engineer
DURATION
Sept - Nov 2024
TOOLS
Figma
Subtitle
I helped transform Skiff's visual design language. This involved working with on an initial rebrand to evolving it into a usable design system, complete iconography set, and visual graphic style.