Huel: Data Storytelling for Growth and Retention

The Challenge

Huel needed a way to connect performance data with real customer behavior — to see how marketing efficiency, retention, and product performance were shaping profitability across regions.

The Approach

We designed a storytelling-driven analytics framework that connected GA4, Shopify, and marketing spend data.
Each page of the dashboard told a different chapter of the growth story - from acquisition to retention and product profitability.

• Page 1: Executive Overview (context at a glance)

• Page 2: Retention & LTV (loyalty as a growth driver)

• Page 3: Marketing Efficiency (ROAS, CAC, creative impact)

• Page 4: Product Performance (margin, bundling, and regional insight)

Keep it visual — include screenshots or snippets of each page.

The Solution

We created a minimalist, brand-coded dashboard ecosystem inspired by Huel’s identity - black, white, and mint tones - blending lifestyle imagery with commercial depth.
Metrics were synced across marketing, retention, and product layers, giving leadership a single source of truth for strategic decisions.

Include:

• Brand-coded color + typography

• Realistic data storytelling (no filler)

• Cohort logic + ROAS calculations

• Example insight: “TikTok cohorts retain 12% longer at 90 days.”

The Impact

Make it sound measurable and intelligent — even if hypothetical.

The dashboard helped reveal which channels truly drove customer lifetime value, improved visibility on margin by SKU, and connected retention back to marketing performance.

The end result: a 4.1× ROAS, a 7% revenue lift, and a unified narrative around profitability.

If you don’t want to show numeric results, position it as clarity and alignment:

The outcome: clear data stories, actionable insights, and a C-suite-ready visual system.