Overview

Parker's previous platform had no home page. Users landed directly into a raw analytics screen — charts and numbers with no context, no prioritization, and no clear signal of what needed attention. The platform was being used as a credit tool, not as a financial operating system.

I designed Parker's first unified dashboard — a home experience that gives founders and finance leads a clear view of their business health, actionable tasks, and financial position in one place.

Problem

Through AI-assisted analysis of customer calls and sales channel conversations, we identified a consistent pattern: users were only visiting the platform once or twice a month, and only to manage their credit. They weren't using Parker to run their business — they were using external spreadsheets and other tools to track cash flow, expenses, and outstanding tasks.

The root cause was clear: the platform gave users raw data, not signals. There was no home, no context, no reason to come back daily.

Research approach

We utilized AI to analyze patterns across customer success calls and sales conversations at scale, identifying the most frequently asked questions, the data points customers manually checked, and the workflows occurring outside the platform. This gave us a prioritized view of what users actually needed, not just what they said they wanted.

The hardest decision — what goes in v1?

With a wide range of possible modules, the core design challenge was prioritization: what does a founder actually need to see every day? Working closely with the PM and leadership, and grounded in the customer call analysis, we aligned on four modules that covered the most frequently asked-about signals:

Credit utilization, float cash position, pending tasks, and top expenses by category and user. These weren't arbitrary — each one mapped directly to a question customers were asking in support and sales calls.

Everything else was documented for future iterations. Keeping v1 focused was a deliberate decision to ship something useful rather than something complete.

Solution

A dashboard that works as a daily tool — giving users an at-a-glance view of their credit headroom, available cash, what's pending action, and where their money is going. Designed to surface the right signal at the right time, so founders can make decisions without leaving the platform.