The client's background

CountMatters is a technology and analytics firm specializing in visitor intelligence and "counting as a service." Utilizing privacy-compliant sensors and AI-driven analytics, CountMatters delivers real-time insights on footfall, occupancy, and physical flow to clients across the retail, real estate, and public sectors.

CountMatters realized that although they possessed robust data architecture, proven analytics, and a clear business strategy, they lacked the dedicated user experience (UX) and product design expertise needed to turn complex backend data into an intuitive, visual self-service portal.

Before and after of the dashboard

The old dashboard was a loose collection of charts with small, low-contrast labels placed below each graphic, mixed Danish and English, and figures like “0 / 355 (100%)” that left users guessing what was being compared. First-time users started from an empty dashboard and had to build everything themselves.

We created a consistent widget system built for quick skimming. Every widget follows the same structure: what is measured, where, the key number in large type, the change shown with an arrow and percentage, what it’s compared against, and the time period. Widgets are grouped into clear sections such as Live data, Comparison over time and Sales performance, so users can find the right numbers at a glance.

To give new users a running start, we introduced default dashboard templates for different scenarios. Instead of facing a blank page, users begin with a relevant setup and customise it to their needs.

Accessibility was a priority throughout: stronger contrast, larger and more readable type, plain-language labels, and changes marked with arrows and numbers as well as colour, so the data can be read without relying on red and green alone.

The navigation before and after

In the old portal, every function sat in one long dropdown hidden behind a “Reports” button in the top-right corner, with weak grouping and a mix of Danish and English labels. Finding the right report meant scanning the whole list every time.

We moved the navigation to a sidebar on the left, where users expect to find it, and organised the functions into clear main groups: Dashboard, Reports, Analysis, Goals & targets and Data management. Each group expands like an accordion, so users see the overview first and open only what they need. The store and location selectors sit at the top, keeping context visible at all times. The sidebar can also be collapsed to a slim column of new icons, giving more room to the data when users want to focus on it.

Redesigning a data-dense analytics portal into a state-of-the-art BI tool for Place Managers and commercial property stakeholders.

The re-design of the CountMatters platform was a major transformation of complex, multi-sensor footfall data into actionable spatial insights. The project focused on building a scalable design system, streamlining real-time hardware telemetry, and crafting a flexible widget framework—enabling users to effortlessly track performance targets, build custom reports, analysis and monitor physical spaces through a clean, light-mode design universe.

To elevate overall usability, we introduced intuitive industry terminology, expanded the core feature set, and refined the visual hierarchy and accessibility standards to ensure seamless data exploration for every stakeholder.

Before and after of the target widgets

The old target widgets came in different layouts, all with the same generic title, “Målsætning widget”, so users couldn’t tell which target they were looking at. The numbers were hard to read: a visit target of 100 shown as “4245%”, or a red zero next to a 100% drop, with no clear sense of whether things were on track.

We unified the target widgets into one consistent design that matches the rest of the dashboard. Each widget now names the specific target and location, shows the target value along with how it was set (for example, +5% vs. previous month), and visualises progress clearly: a progress bar with both the percentage and the actual number reached, or, for rates, a scale showing the current value against the target.

Targets are grouped into ongoing, upcoming and past, so users always know what’s happening now and what’s next. Results for past targets show at a glance whether each one was met, using a check or cross icon alongside the color, together with the exact difference from the target.

Before and after of the sales analysis

Before and after of widget settings

In the old portal, every setting for a widget lived in one long dialog, opened from a small gear icon. Labels mixed Danish and English and were often unclear, like “Bestil” (order) or “Forrige” (previous) with no indication of what they referred to. Delete sat right next to Save, making mistakes easy. On the widget itself, the title was cut off and the comparison was hard to decode.

We split the settings into two clear entry points, each placed where users would look for it. The menu in the corner of the widget opens the widget settings: whether it shows one focus period or a comparison, plus location, data scope and data type. The date at the bottom of the widget opens the time period settings, where users switch between day, week, month, quarter and year with a single tap. Every label was rewritten in plain language, so each option says exactly what it does.

The result is fewer choices per step, settings that live next to the thing they change, and a widget that always shows what it’s measuring, where and for which period.