Logica — Self‑Serve Analytics for Enterprise Data Teams

Foundational Storytelling for Launch Readiness

Accessing Billions of Events Without Waiting on Data Teams

Enterprise customers across media, SaaS, and fintech record billions of product events across hundreds of tables. For non-technical teams, the path to insight was slow: product managers queued ad-hoc SQL requests with data engineers, and each new question restarted the wait. Traditional BI tools crawled on real-time event data; many “self-serve” tools required duplicating data—undermining a zero-ETL approach. Decisions lagged, and insights went stale.

As the project’s first Staff Product Designer, my mandate was to enable non-technical users to explore warehouse-scale data in real time—without moving data, without learning SQL, and without compromising governance. The solution had to marry approachability with performance and trust.

Make Exploration Frictionless and Correctness Transparent

Partnering with the CEO, PMs, and engineering leads, I defined the product vision and design principles. We democratized analysis through a drag-and-drop query builder with instant feedback, a centralized dictionary that surfaces definitions, lineage, and ownership, and role-tuned workflows for PMs, analysts, and executives. Every interaction was crafted to deliver quick, trustworthy answers while keeping costs and query performance in check.

Serving Product Managers, Analysts, and Executives

Logica provides two complementary modes. Lite guides non-technical users with templates and a visual builder so they can answer everyday questions without SQL. Pro gives analysts precision controls and an optional SQL escape hatch. Executives get focused KPI views with one-click drill-downs. The result: low barrier to entry for PMs, depth for analysts, and clarity for leaders—within one coherent system.

Real-Time Dashboards

Dashboards distill operational complexity into a real-time pulse. Teams track DAU, new registrations, ARPU, and other KPIs across segments, time ranges, and geographies. Contextual notes and anomaly alerts explain the “why” behind the numbers, while a consistent card layout keeps the experience approachable.

Formula Editor

Analysts create custom metrics by combining existing fields in a context-aware editor with autocomplete, syntax highlighting, and real-time validation. A live preview updates results as you type, enabling rapid iteration without leaving the workflow.

Cohorts

The Cohort builder lets product teams segment users by behaviors—content consumption, trial conversion, retention, and more. A drag-and-drop canvas makes complex definitions straightforward. For conversion questions, funnels compare drop-off across cohorts and time windows, helping teams prioritize experiments with the greatest upside.

Centralized Dictionary

To eliminate definition drift and rebuild trust, every event, field, and metric is assigned a clear owner, an authoritative description, and a versioned change history. Searchable, in-place editing keeps the dictionary current; inline tooltips bring definitions into dashboards and queries so teams align on a single source of truth.

Incidents & Schedules

Campaigns, content drops, infrastructure changes—context matters. Incidents appear on a calendar alongside core KPIs, so teams can correlate initiatives with spikes or dips in engagement. Each card summarizes ROI and retention impact and links to next steps—turning hindsight into repeatable playbooks.

Personal Workspace & Permissions

Each user has a workspace that consolidates tasks, saved artifacts, and usage stats. Settings are clustered and simplified with toggles and scoped menus. Admins manage access through a role-based matrix organized by schema and action. It’s fine-grained control without cognitive overload.

Identity and Components That Carry Trust

Beyond workflows, I established a cohesive identity and systematized components so every surface communicates confidence. A refreshed mark, accessible color tokens, and a modular UI kit keep the product, website, and launch materials aligned—accelerating delivery while preserving quality.

Navigating Technical and Organizational Constraints

Performance and cost were first-order constraints: the engine could scan petabytes, but runaway queries would spike spend. I partnered with engineering to ship real-time cost estimation, query recommendations, and progressive sampling—nudging users toward efficient analysis while preserving fidelity. To scale beyond my day-to-day involvement, I codified a reusable component library and a set of design principles. These assets cut review overhead and ensured coherence as new capabilities were added.

Unlocking Velocity and Trust

• Support backlog ↓ 90%: Self-serve workflows cleared ad-hoc queues so data teams could focus on modeling.
• Time-to-Insight ↓ 5 days → 15 minutes: Most business questions resolved in minutes, accelerating experiments and roadmaps.
• Adoption ↑ 95%: Within three months, PMs and analysts used Logica regularly to drive decisions.
• Retention & revenue ↑: Customers citing faster, aligned decision-making renewed at higher rates.