NetBase
An analyst-grade suite and the mid-tier product built as a deliberate subset of it.
NetBase Solutions built social intelligence for global brands — a high-precision NLP engine processing billions of posts. Across years of work I designed at both tiers: feature builds deep inside the flagship Enterprise platform, and the 0→1 Proproduct that opened that power up to everyone who wasn’t an analyst.
Same platform. One built the ceiling, one opened the door.
Enterprise was the flagship — and for a long stretch the only — product: powerful, dense, and built for trained analysts. Pro wasn’t a separate idea bolted on; it was a deliberate subsetof Enterprise’s proven data, repackaged for the marketers, PR leads, and executives who needed the numbers but couldn’t navigate the full platform.
The mid-tier product, idea to launch.
A skunkworks search box grew into a full analytics product — the middle ground between “too simple” and Enterprise’s “too much.” I led it as designer through research, five personas, a modular card system, and launch, across two deep dives: the research and the design.
The 0→1 story — the research that shaped it and the product design that shipped:
Explore NetBase ProFeature work deep inside the flagship.
As Sr. Product Designer on Enterprise, my work was rarely about adding raw capability — the platform had plenty. It was about closing the gap between the analyst who understood the data and everyone who needed it. Three feature builds carry that theme:
Annotations
Gave data context — the story behind a spike, attached where people would see it.
Executive Dashboard
Carried the read to people outside the platform who never opened the tool.
Fluctuation Analysis
Spotlighted the moments that mattered instead of the flat stretches that didn’t.
Three feature deep dives — each a design-decision story about making power shareable:
Explore NetBase EnterpriseOn a powerful platform, the design job is rarely “add more power.” It’s making the power legible and shareable.
The same non-analyst-shaped gap ran through every Enterprise feature — and eventually justified building Pro. One platform, two tiers, one problem worth solving.