Report making tool - 500+ reporting workflows created

Priceindx
B2B / SaaS / Web App

Reports list view. Each row represents an automated report workflow that is configured once and then runs daily according to the defined schedule.

Impact

This project release had a strong impact on both the business and the customer. Customers now had full access to their reporting and control over every aspect of it. This meant the customer support team handled way fewer reporting related tickets than before, leading to faster updates for customers.

500+

Automated reporting workflows created by customers

Significant support ticket deflection in report management

Strong and fast feature adoption

Positive customer feedback on new reporting features

Faster onboarding - no report configuration for new accounts

Impact measured across 80+ enterprise accounts. Metrics have been anonymised, rounded and presented without a time frame to protect company confidentiality.

4-step new report creation flow. Using already familiar design patterns made report creation easier and faster.

Filters and date settings are configured in the column setup. Columns with comparable data require a defined date range. Filters allow customers to generate reports for specific brands, categories or products based on selected attributes

Delivery method section in report settings. A scenario where SFTP is not available and customers can request access or use other means of delivery.

Context

Gathering and processing large amounts of data is at the core of the service Priceindx provides for retailers and brands.

Reports had been one of the main way of sharing data with customers. There were several fixed reports set up by the company, but since customers had different needs, a lot of manual customization was required. However, the entire reporting process was handled by the customer support team, which created a clear need for improvement on both sides.

Problem

The previous reporting system was outdated and inflexible, depended entirely on the customer support, offering only a few reports and little control to users. This meant slow updates, lack of autonomy, and an inability to quickly adapt reports to their needs.

Open report. Clicking on a row opens a detailed view showing all previous reports runs and the schedule for the next report run.

Solution

We built a tool that allows customers to set up and manage their own reports, giving them full control over the data, scheduling, delivery methods, and more, with the flexibility to make changes at any time. This also removed the manual workload from customer support, who previously handled all report requests.

Challenges

Both customer feedback and internal business needs pointed in the same direction: customers needed the ability to create and schedule their own reports without relying on support. Compared to some earlier projects, the scope here was relatively clear from the beginning. We had a good understanding of the main use cases and what the end solution should be.

First challenge was to make sure that the tool lives up to the special needs of the customers. Because reports play an important role in their everyday workflow, every little extra functionality carries much more weight than in some other feature. For example, they want reports to run every hour, they change some rules in dynamic pricing and want to see a new report with the new data right away, they want to see a report from 3 months ago, they want to know when is the next report running, some customers want the decimal separator to be a comma, some want a dot.

Second challenge was making report workflow creation simple for customers, even though configuring a report required a considerable amount of information. Reports could include multiple parameters, filters, delivery options, and scheduling rules, all of which had to be presented in a way that felt manageable rather than overwhelming.

Approach

To make the configuration process manageable, I designed the report creation flow using a progressive disclosure approach. Instead of presenting all configuration options at once, the interface revealed information gradually, allowing users to focus on the relevant decisions at each stage. But I wanted to avoid a long multi-step process that could feel slow and complicated.

The final workflow was divided into four steps, with user input required in only two of them. This structure helped keep the process clear, digestable while still guiding people through the necessary configuration.

Another key principle was relying on familiar design patterns. Wherever possible, I reused design patterns that customers already knew from other parts of the product. For example, in the report content configuration step I used the same UI pattern as the Table “column visibility” control dialog. This allowed customers to select and organize report columns using the interface they had already learned. Column categorization logic and filters were taken from the Table as well.

Team and my role

Product strategy officer, product owner, engineers and designer.

As the sole designer, I was responsible for the whole process, from concept to polished UI. I was working closely with the product and engineering teams to shape the solution within real technical and business constraints.

Next project:

Data table that drives real usage - 4000+ table exports