Mar 2024 - Aug 2025
My Reports Suite: Reshaping a Top-3 Product
Overview
How a legacy product was transformed into a key MRR driver through unified data visualization, 30+ integrations, AI features, and flexible monetization.
scope
Surveys
Usability Tests
CJM Analysis
AI Features
Navigation
Monetization Flows
Data Visualization
stakeholders
Head of Product
3 Engineering Teams
Design Team of 4
Billing Team
Marketing Team
Data Analysts
Customer Success
Overview
How a legacy product was transformed into a key MRR driver through unified data visualization,
30+ integrations, AI features, and flexible monetization.
Impact of change
130K+
MAU
6-digit
Monthly revenue
MRR
+30%
MoM MRR growth
30+
integrations
Context
What is My Reports?
One of the Top-3 tools by monthly active users at Semrush, used across multiple audience segments — Agencies, In-house teams, and Solo specialists.
It served as a key MRR driver within the Agency Add-on subscription, thanks to its premium features: white-labeling, scheduling, and customization.
It was embedded into 20+ core Semrush products (SEO, Local, AI, SMM), becoming a central hub for cross-product reporting.
One of the Top-3 tools by monthly active users at Semrush, used across multiple audience segments — Agencies, In-house teams, and Solo specialists.
It served as a key MRR driver within the Agency Add-on subscription, thanks to its premium features: white-labeling, scheduling, and customization.
It was embedded into 20+ core Semrush products (SEO, Local, AI, SMM), becoming a central hub for cross-product reporting.
One of the Top-3 tools by monthly active users at Semrush, used across multiple audience segments — Agencies, In-house teams, and Solo specialists.
It served as a key MRR driver within the Agency Add-on subscription, thanks to its premium features: white-labeling, scheduling, and customization.
It was embedded into 20+ core Semrush products (SEO, Local, AI, SMM), becoming a central hub for cross-product reporting.
One of the Top-3 tools by monthly active users at Semrush, used across multiple audience segments — Agencies, In-house teams, and Solo specialists.
challenge
Tons of Inconsistencies and Legacy Customizations
The legacy reporting experience was fragmented, inconsistent, and limited to Semrush-only data sources.
Each product team had built its own reporting widgets — creating visual clutter, duplicated logic, and inconsistent UX patterns.
The legacy reporting experience was fragmented, inconsistent, and limited to Semrush-only data sources.
Each product team had built its own reporting widgets — creating visual clutter, duplicated logic, and inconsistent UX patterns.
The legacy reporting experience was fragmented, inconsistent, and limited to Semrush-only data sources.
Each product team had built its own reporting widgets — creating visual clutter, duplicated logic, and inconsistent UX patterns.
Users struggled to interpret data, requested external integrations, and spent excessive time consolidating reports manually.
Users struggled to interpret data, requested external integrations, and spent excessive time consolidating reports manually.
Users struggled to interpret data, requested external integrations, and spent excessive time consolidating reports manually.
The legacy reporting experience was fragmented, inconsistent, and limited to Semrush-only data sources.
Each product team had built its own reporting widgets — creating visual clutter, duplicated logic, and inconsistent UX patterns.
core experience
Unified Charts & Layout Grid
Delivered elegant, data-dense charts fully aligned with the Semrush Design System — accessible, scalable, and visually consistent across 20+ products. The new layout grid allowed flexible customization, while maintaining visual harmony and accessibility standards.
My role
Department-level Orchestration
As Head of Design, I operated on both strategic and hands-on levels, driving alignment, experimentation, and design system evolution.
As Head of Design, I operated on both strategic and hands-on levels, driving alignment, experimentation, and design system evolution.
As Head of Design, I operated on both strategic and hands-on levels, driving alignment, experimentation, and design system evolution.
As Head of Design, I operated on both strategic and hands-on levels, driving alignment, experimentation, and design system evolution.
Defined product design vision and growth strategy for the suite.
Defined product design vision and growth strategy.
Defined product design vision and growth strategy for the suite.
Defined product design vision and growth strategy for the suite.
Drove user research, data analysis, and experimentation cycles.
Drove user research, data analysis, and experimentation cycles.
Drove user research, data analysis, and experimentation cycles.
Drove user research, data analysis, and experimentation cycles.
Aligned product, design, and engineering around unified UX.
Aligned product, design, and engineering around unified UX.
Aligned product, design, and engineering around unified UX.
Aligned product, design, and engineering around unified UX.
Redesigned monetization mechanics and paywall experience.
Redesigned monetization mechanics and paywall experience.
Redesigned monetization mechanics and paywall experience.
Redesigned monetization mechanics and paywall experience.
Led UX architecture across three cross-functional reporting teams.
Led UX architecture across three cross-functional reporting teams.
Led UX architecture across three cross-functional reporting teams.
Led UX architecture across three cross-functional reporting teams.
3
Engineering teams
Design team
billing team
marketing team
data-analysts
3
Engineering teams
Design team
billing team
marketing team
data-analysts
3
Engineering teams
Design team
billing team
marketing team
data-analysts
roadmap
Rebuild the Entire Reporting Experience
Based on strategic user research — including surveys, interviews, feedback, and data analysis — the following improvement epics were defined.
Based on strategic user research — including surveys, interviews, feedback, and data analysis — the following improvement epics were defined.
Based on strategic user research — including surveys, interviews, feedback, and data analysis — the following improvement epics were defined.
Moderate user testing was planned before the design-to-dev handoff stage, with analytics tracking after each iteration release.
Moderate user testing was planned before the design-to-dev handoff stage, with analytics tracking after each iteration release.
Moderate user testing was planned before the design-to-dev handoff stage, with analytics tracking after each iteration release.
Iteration 1
Iteration 2
Iteration 3
Iteration 4
New UI-kit & Layout Grid
New UI-kit & Layout
New UI-kit & Layout
Seamless Setup
Seamless Setup
New Integrations
New Integrations
New Integrations
AI Summary
Pricing Transformation
New Pricing
core experience
Unified Charts & Layout Grid
Delivered elegant, data-dense charts fully aligned with the Semrush Design System — accessible, scalable, and visually consistent across 20+ products. The new layout grid allowed flexible customization, while maintaining visual harmony and accessibility standards.
Delivered elegant, data-dense charts fully aligned with the Semrush Design System — accessible, scalable, and visually consistent across 20+ products. The new layout grid allowed flexible customization, while maintaining visual harmony and accessibility standards.
Delivered elegant, data-dense charts fully aligned with the Semrush Design System — accessible, scalable, and visually consistent across 20+ products. The new layout grid allowed flexible customization, while maintaining visual harmony and accessibility standards.
first interactions
Redesigned Report Setup
Users now enter just a few fields during first setup — the rest is auto-configured in the background, improving usability and time-to-value. Pre-built templates for popular integrations boosted first-session completion rate by 20%.
Users now enter just a few fields during first setup — the rest is auto-configured in the background, improving usability and time-to-value. Pre-built templates for popular integrations boosted first-session completion rate by 20%.
Users now enter just a few fields during first setup — the rest is auto-configured in the background, improving usability and time-to-value. Pre-built templates for popular integrations boosted first-session completion rate by 20%.
Users now enter just a few fields during first setup — the rest is auto-configured in the background, improving usability and time-to-value. Pre-built templates for popular integrations boosted first-session completion rate by 20%.
scalability
Unlocked Integrations Expansion
I led the implementation of Canny.io feedback tool, that allowed us to be sure what integrations users want first of all.
I led the implementation of Canny.io feedback tool, that allowed us to be sure what integrations users want first of all.
I led the implementation of Canny.io feedback tool, that allowed us to be sure what integrations users want first of all.
I led the implementation of Canny.io feedback tool, that allowed us to be sure what integrations users want first of all.
A robust UX and engineering architecture enabled integrations to scale rapidly — while keeping information architecture and navigation simple and clear. This foundation allowed teams to add new data sources without design debt or UX regression.
A robust UX and engineering architecture enabled integrations to scale rapidly — while keeping information architecture and navigation simple and clear. This foundation allowed teams to add new data sources without design debt or UX regression.
A robust UX and engineering architecture enabled integrations to scale rapidly — while keeping information architecture and navigation simple and clear. This foundation allowed teams to add new data sources without design debt or UX regression.
A robust UX and engineering architecture enabled integrations to scale rapidly — while keeping information architecture and navigation simple and clear. This foundation allowed teams to add new data sources without design debt or UX regression.
premium feature
Introducing AI-powered insights
AI Summary feature automatically summarizes key report takeaways for users and clients — reducing repetitive manual work and helping users focus on strategy, not data cleaning.
AI Summary feature automatically summarizes key report takeaways for users and clients — reducing repetitive manual work and helping users focus on strategy, not data cleaning.
AI Summary feature automatically summarizes key report takeaways for users and clients — reducing repetitive manual work and helping users focus on strategy, not data cleaning.
AI Summary feature automatically summarizes key report takeaways for users and clients — reducing repetitive manual work and helping users focus on strategy, not data cleaning.
monetization
Pricing Transformation Unlocks Revenue
I supervised and redesigned all paywall flows — around 40 scenarios (20 for paid users, 20 for free) plus a new downgrade flow. To maintain design velocity and handoff quality, I built modular, scalable paywall patterns emphasizing key benefits consistently across all contexts.
I supervised and redesigned all paywall flows — around 40 scenarios (20 for paid users, 20 for free) plus a new downgrade flow. To maintain design velocity and handoff quality, I built modular, scalable paywall patterns emphasizing key benefits consistently across all contexts.
I supervised and redesigned all paywall flows — around 40 scenarios (20 for paid users, 20 for free) plus a new downgrade flow. To maintain design velocity and handoff quality, I built modular, scalable paywall patterns emphasizing key benefits consistently across all contexts.
This evolution enabled per-report purchasing — shifting the model from tiers to usage-based pricing, resulting in: 30% MoM MRR growth and 6-digit monthly revenue
This evolution enabled per-report purchasing — shifting the model from tiers to usage-based pricing, resulting in: 30% MoM MRR growth and 6-digit monthly revenue
This evolution enabled per-report purchasing — shifting the model from tiers to usage-based pricing, resulting in: 30% MoM MRR growth and 6-digit monthly revenue
This evolution enabled per-report purchasing — shifting the model from tiers to usage-based pricing, resulting in: 30% MoM MRR growth and 6-digit monthly revenue
the outcome
My Reports Suite Was Born
A streamlined, cross-product ecosystem uniting 20+ Semrush tools, 30+ integrations, AI-powered insights, and flexible monetization models.
A streamlined, cross-product ecosystem uniting 20+ Semrush tools, 30+ integrations, AI-powered insights, and flexible monetization models.
A streamlined, cross-product ecosystem uniting 20+ Semrush tools, 30+ integrations, AI-powered insights, and flexible monetization models.
What was once a fragmented legacy tool became a scalable growth engine — bridging data, UX, and business outcomes across the Semrush platform.
What was once a fragmented legacy tool became a scalable growth engine — bridging data, UX, and business outcomes across the Semrush platform.
What was once a fragmented legacy tool became a scalable growth engine — bridging data, UX, and business outcomes across the Semrush platform.
Impact of change
130K+
MAU
6-digit
Monthly revenue
+30%
MoM MRR growth
30+
integrations
Impact of change
130K+
MAU
6-digit
Monthly revenue
+30%
MoM MRR growth
30+
integrations
Impact of change
130K+
MAU
6-digit
Monthly revenue
+30%
MoM MRR growth
30+
integrations
Based on strategic user research — including surveys, interviews, feedback, and data analysis — the following improvement epics were defined.
roadmap
Rebuild the Entire Reporting Experience
Iteration 1
Iteration 2
Iteration 3
Iteration 4
New UI-kit
Seamless Setup
New Integrations
AI Summary
Pricing Transformation
Read more case studies
Read more case studies
Read more case studies
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025. Made with plenty of ☕️ and 😊 in Italy 🇮🇹
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025. Made with plenty of ☕️ and 😊 in Italy 🇮🇹
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025.
Made with plenty of ☕️ and 😊 in Italy 🇮🇹
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025. Made with plenty of ☕️ and 😊 in Italy 🇮🇹