Designing a state of the art analytics for eCommerce

Overview

To better support eCommerce brands and their growing operational needs, Gorgias launched a complete redesign of its analytics platform. The goal was to deliver a powerful yet intuitive experience tailored to support agents, managers, and business stakeholders—offering actionable insights without the complexity. Led by product designer Antonio Lapa, the project combined in-depth user research, stakeholder collaboration, and a strong focus on real-world workflows. The outcome was a modern, role-based analytics solution—built with scalability and usability at its core.

Problems

The previous analytics solution lacked the flexibility and clarity users needed to confidently manage performance. Customers struggled with limited filtering, clunky exports, agent-unfriendly views, and data that didn’t align with their workflows. Many resorted to manual reporting outside of the platform. Internally, the absence of a unified vision or dedicated team meant fragmented progress and inconsistent experiences. It became clear that a focused, purpose-built solution was needed to meet evolving customer expectations and operational demands.

Solution

The team kicked off the redesign by conducting internal analysis, 29+ customer interviews, competitive research, and usability audits. From this, it became clear that Gorgias had the right data—but needed to present it in a more intuitive, eCommerce-centric way. Key features included a redesigned dashboard for managers, agent-specific performance views, richer trend analysis tools, and full access to export and integrate data with external systems. A “Visiontype” prototype helped align stakeholders early, while Periscope mockups and an advisory board ensured customer validation at every step. A dedicated analytics squad was spun up to own the roadmap and continuously evolve the platform.

Results

The new analytics experience is now live and widely adopted across Gorgias customers—from growing DTC brands to large-scale merchants. Feedback has been overwhelmingly positive, highlighting the platform’s clarity, customization, and ease of use. Internally, the formation of an analytics squad created lasting ownership and accelerated feature delivery. Teams across the company now rely on a shared analytics foundation to surface and act on key insights. What began as a redesign became a long-term product investment—one that now empowers merchants to scale smarter, measure performance effectively, and operate with greater confidence.