Treedom B2B Dashboard
Empowering companies to track and communicate environmental impact, increasing retention by 40% and identifying €2M in new opportunities.
My role
Lead Designer & Workshop Facilitator
Duration
Feb 2024 - Present
Platform
Web Platform
Collaborators
CEO, Sales Director, 3 Account Managers, 2 Engineers, Marketing Lead
Overview
The B2B Dashboard transformation enabled 500+ corporate clients to quantify, visualize, and share their environmental impact. As lead designer, I turned abstract sustainability metrics into compelling business narratives that drive retention and growth.
My Role
I led design while facilitating strategic workshops across departments. My extended team included C-suite executives, sales, marketing, and engineering, requiring careful stakeholder management and alignment.
Problem Statement
B2B clients struggled to justify ROI of environmental initiatives to their stakeholders. Manual report creation took 4+ hours monthly, while 30% annual churn indicated clients couldn't demonstrate value internally.
RESEARCH
Discovery Phase
To understand enterprise sustainability reporting needs, I conducted 40 interviews with decision-makers, analyzed 200 support tickets, and attended quarterly business reviews.
The key insights were:
Upon revisiting the user interviews and survey insights, I expanded my analysis to assess pain points across the entire prescription refill journey.
ROI pressure: CFOs need quantifiable impact metrics for budget approval
Reporting burden: Manual reports taking 4+ hours monthly
Department silos: HR, Marketing, and CSR need different data views
Story gap: Data exists but lacks compelling narrative
Significance
Without clear impact demonstration, sustainability initiatives get deprioritized during budget reviews, leading to program cancellation and churn.
ITERATION 1
How might we automate reporting while maintaining customization needs?
Workshop facilitation
I led Design Sprint adaptation with 8 senior stakeholders, using RICE scoring for feature prioritization and identifying €2M in untapped opportunities.
Working with sales
Attended client calls to understand objection patterns and report requirements across industries, creating a taxonomy of reporting needs.
Design Decisions
Modular metric system Created drag-and-drop dashboard builder allowing clients to customize their view without development involvement.
Building component library specifically for data visualization and impact metrics.
Automated insights generation Designed AI-assisted narrative generator that creates report summaries from data patterns.
Balancing automation with customization through editable templates.
Implementation
Beta tested with 20 high-value accounts, measuring report creation time and stakeholder satisfaction.
Did it work?
Yes, but incomplete. Report creation time dropped 75%, but clients still struggled with internal storytelling.
What was missing?
Clients could show data but couldn't connect it to business outcomes. They needed help translating trees into recruitment, retention, and brand value.
ITERATION 2
How might we help companies connect environmental action to business value?
Strategic pivot
Working with the CEO and Sales Director, we repositioned the dashboard from reporting tool to business intelligence platform.
Working with product manager
Prioritized features that demonstrated correlation between environmental initiatives and business KPIs, using client data to validate hypotheses.
Design Decisions
Business impact translator Designed overlays showing how environmental metrics affect employer branding, customer acquisition, and employee engagement.
Creating visual connections between sustainability actions and business outcomes.
Multi-stakeholder views Built role-based dashboards for HR (talent metrics), Marketing (brand impact), and CSR (compliance reporting).
Using same data layer with different narrative frameworks per audience.
White-label storytelling Enabled companies to embed dashboards in their own platforms with full brand customization.
Maintaining functionality while allowing complete visual transformation.
Final Solution
The evolved B2B Dashboard transforms environmental data into business intelligence, enabling companies to demonstrate and amplify sustainability ROI.
Outcomes
40%
increase in retention rate
3x
upselling rate (companies buying more trees)
4 hours → 10 min
report generation time
Final Takeaways
Facilitating workshops is product design: The strategic sessions revealed insights no interview could surface. Leading these discussions became as important as pixel-pushing.
B2B design is about enabling internal champions: Our users needed to sell internally. Every feature was designed to help them tell better stories to their stakeholders.
Prototypes close deals: High-fidelity prototypes with real client data became our most powerful sales tool, proving design's direct revenue impact.
Made with ♥ in Italy. Copyright © Ugo Possenti 2025
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