02

Flipstream

Pulse Web App

Leading the design of a data insights platform built for marketing agencies to make faster, better decisions and streamline client reporting.

Flipstream Pulse web app
Client
Flipstream
Scope
B2B; Desktop web app
Year
2024-2025
Context
Based on our dashboard-centric MVP, we learnt that decision-makers wanted clarity, not more dashboards, while analysts needed more flexible ways to extract insights quickly. Hence we designed Pulse’s core experience to be based on insights delivery, supporting how agencies actually work.

With a small team under tight constraints, we adopted existing systems (Untitled UI, AG-Grid, AG-Charts) to reduce component-level work and focus on designing the experiences that drive value for users.

User goal

User goal diagram
What does this mean?

Clarity over exploration

Users are trying to make decisions, not discover data.

Flexible outputs

Whether insights surface as tables, charts, or alerts matters less than how quickly users can understand and act on them.

Solution

Clients

The Pulse app is structured into client spaces, mirroring real agency workflows.

Clients
Insights Center

A single place to monitor performance across all managed clients, answering “What needs my attention today?”

Insights Center
Widget Studio

Widgets are a flexible building block system for creating reusable data views. In the Widget Studio, users can easily extract KPIs without going through dashboards.

Widget Studio
Dashboards

A curated dashboard library co-developed with a user test panel tailored to common agency use cases.

Dashboards
Dashboards: Edit mode

Advanced users can modify dashboards using predefined templates and widgets. This is designed to balance flexibility with control.

Dashboards Edit mode
Custom Fields

Users can adapt the data model to their own internal workflows so that the data works with existing processes.

Custom Fields
SERP Scraper

An integrated Google Search Engine Results Page (SERP) Scraper enables users to track keyword rankings directly within Pulse, while creating cross-sell opportunities for the business.

SERP Scraper

Other output

User roles and permission
User roles and permission
Customer lifecycle email plan
Customer lifecycle email plan