01 / ContextClient & situation
A UAE-based E-Commerce company selling Lifestyle products, with 80,000 customers and 12,000 SKUs. The CEO spent 2 hours every morning gathering numbers from 5 different tools (Shopify, Google Analytics, Meta Ads, Email Provider, and Excel) to make daily decisions.
02 / ChallengeWhat we faced
The problem isn't the tools — each does its job well. The problem is Fragmentation:
- Each tool reports different sales numbers (due to different timezones).
- No easy way to see ROI for a specific Campaign (requires at least 4 tabs).
- The CEO isn't technical, can't run SQL queries or Custom Reports.
03 / ApproachHow we handled it
Split the work into 3 Phases:
- Phase 1: Discovery — sat with the CEO, Marketing manager, and Operations manager. Studied their daily routine, identified the 10 numbers that actually matter.
- Phase 2: Design + Architecture — simple UI with 4 main screens, Architecture connecting the 5 tools via APIs.
- Phase 3: Build + Test — Next.js Frontend + Node.js Backend + Postgres + Redis for Real-time updates.
04 / SolutionWhat we built
One Dashboard, just 4 screens:
- Today: quick look at today — sales, Orders, Top Products, ROAS.
- Funnel: from seeing the ad to purchase — with Drop-off at each step.
- Products: Best Sellers + Slow Movers + Stock Levels.
- Customers: Segmentation + LTV + Repeat Rate.
Each screen answers one question. No complex charts, no excessive filters. The CEO comes in every morning, glances for 15 minutes, knows everything he needs.