D&M Weekly Insights
Transformed a manual reporting process into an automated briefing product.
The Signal
Every Monday, the D&M analyst team sent manually compiled reports to clients — different formats, different depths, no consistency. Clients were asking for "just the key things I need to know this week."
The analytics platform had a rich data layer but no opinionated, curated surface.
Context
D&M is a data and marketing consulting firm serving mid-market and enterprise clients. The existing analytics product had deep functionality but low weekly engagement. Clients logged in when they had to, not when they wanted to.
The business goal: create a recurring product moment that clients look forward to. Something that feels more like a briefing than a BI tool.
The Work
Discovery
Interviewed 14 client contacts across 6 companies. Found that 100% of them were forwarding the manual reports to their boss. The job to be done: "Make me look informed in 5 minutes."
Two clear patterns: clients wanted fewer metrics, not more, and they wanted a human-readable interpretation — not just a number and a chart.
Design approach
Created a "briefing card" format — top 3 signals per week, each with a delta from the previous week, a simple chart, and a 1-line interpretation written in plain language.
The card auto-generates from the data layer every Monday at 8am. No manual work from analysts.
Designed the information hierarchy carefully: the interpretation is the headline, the number is the support.
Iteration
A/B tested card density (2 signals vs 3 vs 5). 3 won. Tested interpretation copy tone (neutral vs confident vs advisory). Advisory won — "Your email open rates dropped. Check your subject line strategy."
Key Insight
Clients didn't want more data. They wanted someone to tell them what to do with it.
The briefing's value isn't in the metrics — it's in the interpretation. Design for the decision, not the dashboard.
Outcomes
- +17% monthly recurring users
- 34% of all product sessions now start from Weekly Insights
- −3h weekly per analyst (eliminated manual report writing)
- 4.8/5 client satisfaction score post-launch