Tatari | TV Measurement Platform Design Case Study

Designing a Scalable TV Measurement Platform

Building the system that became the go-to reporting tool for performance across Linear and Streaming TV.

Data Visualization • UX/UI Design • Product Strategy

Go-to reporting tool

across the majority of clients

Hours → Minutes

to access performance data

Real-time decision making

Context

Tatari is a TV analytics and media buying platform that helps brands measure and optimize performance across Linear and Streaming TV. As Design Director, I led design for the Measurement and Reporting team, building tools that transformed complex campaign data into clear, actionable insights.

Problem

When I joined Tatari in 2016, we were a seven-person startup building fast and scrappy. Our chief strategist was spending most of his time manually generating client reports in Excel, pulling data from the data science team, creating slides, and walking clients through performance one presentation at a time.

The process was inefficient and error prone. It did not scale. Clients wanted answers instantly, while our internal team was stuck servicing ad hoc reporting requests instead of focusing on innovation.

Reporting time

→

8 hours per client

7-person team

→

Increasing reporting load

Opportunity

We needed to transform a manual, human-powered reporting process into a dynamic, self-serve experience. One that allowed clients to explore performance data on their own and freed internal teams to focus on strategy and future product development.

Approach

I worked closely with the CEO, Chief Data Scientist, and Chief Strategist to define the product vision from the ground up. Through whiteboarding, sketching, wireframing, and prototyping, we translated complex Excel-based workflows into intuitive visual systems.

I researched and tested different approaches to data visualization to determine how each dataset could be communicated most clearly. I also sat in on client presentations to understand where users struggled to interpret results and to anticipate how their needs would evolve as new capabilities were introduced.

Solution

The result was a modular, interactive reporting system that surfaced key insights at a glance and enabled deeper exploration through intuitive interaction patterns. The system was designed to scale gracefully as Tatari’s data capabilities and offerings grew.

Static reports

→

↓

live dashboards

Fragmented data

→

↓

unified views

Guesswork

→

↓

actionable insights

Flexible time exploration

Composable filtering across dimensions

Custom segmentation for strategy analysis

Progressive disclosure for complex data

Fast, low-friction decision controls

Clients could instantly see which creatives performed best, how performance varied across networks and time slots, and which audience segments delivered the strongest results.

The dashboard turned reporting into a self-serve system, allowing customers to learn meaningful things about their campaigns without relying on custom reports.

Impact

We replaced a manual, hours-long reporting process with a self-serve system that delivered insights in minutes.

This reduced reliance on internal teams, scaled with the business, and allowed strategists to focus on optimizing performance rather than producing reports.

Reduced reporting time from hours to minutes
Enabled self-serve access to campaign performance
Scaled reporting without increasing team overhead

Reflection

Early on, we built visualizations one by one in order to move quickly. As the product matured, introducing a design system brought consistency, speed, and scalability. It made it easier to onboard new designers, maintain a high level of craft, and evolve the platform without sacrificing clarity or usability.