Charts built to be presented

From 2015 to 2018, through Dojo4, I was the lead frontend and data visualization engineer on Spotright’s audience analysis tool. It lives on today as Wiland’s PersonaBuilder, which marketers use to build detailed customer and prospect personas and turn them into audiences for advertising.

The heart of the product is its reporting. A persona can be broken down across many dimensions, from spending to interests and behavior, and every one of those views had to be a chart someone could understand quickly.

I built the charts with D3.js in a Vue and Nuxt frontend, generating them from the data rather than drawing each one by hand.

The reports are meant for presentations, so they also had to work outside the browser. I built PDF export with PrinceXML, turning the same charts and layouts into reports people could hand around a meeting.

This was the project where my years as a designer paid off most directly: layout, typography and color mattered as much as the data code.