Product Design & Data Visualization

Data-driven design, meticulously detailed & down-to-earth.

I bridge complex, analytical systems with clear, human user experiences — from enterprise product design to the data visualization work where it all started.

// Product design · AI in the workflow

Product design case studies

A user profile's menu open beside the Active badge, with the pointer on Block User, below Deactivate User and Delete User.

2025–26 · Password-protected

Account BlockingCutting a fraudster's 30-minute window to seconds

A request to rebuild a cleanup tool became a fix for the problem it was cleaning up after.

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The Billing page's Other Payment Method card: Auto Payment Method, ACH Payments ending 4563.

2026 · Password-protected

ACHA switch to pass on credit card fees while allowing customers a fee-free way to pay

A company decision to stop absorbing card fees needed a fee-free way out for customers, and the only way out was a phone call.

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The Authority Verified screen: a green check, the message that the authority owner approved the request, and a Continue button.

2026 · Password-protected

SSU VerificationA Gate at the Front Door

Anyone could sign up for our freight load board and get past its identity check. Verifying them fell to compliance specialists, by hand.

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// Data visualization

Data visualization

A Tableau dashboard on a dark background. A map of the southern US shades California, Texas, and Southeast freight markets by load count, with Atlanta darkest, and labels each market's rate per mile. An inset line chart shows Atlanta's load posts from April to late June, ending at 75,960. Below, bar charts compare load counts by market in three regions: California/Southwest, Texas, and Southeast.

2023 · Tableau

Spring Shipping Season

From joy-plot experiments to an animated dashboard, feeding a published white paper on produce season.

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A dark Tableau dashboard titled 'Benchmarking with RateView & Market Conditions.' Top left, stacked bars show the weekly share of a company's loads in each pricing category. Top right, a US map draws each load as a green lane, with a tooltip for a Chicago-to-San Francisco load reading 'You paid at or under market in moderately tight capacity.' Below, horizontal bars show each origin state's linehaul difference to market, with Illinois the largest. Filters run down the right side.

2022–2024 · Tableau, SQL

Workflow OptimizationPutting a New Metric to Work

A benchmarking dashboard that put a new capacity metric to work, set up for 25 customers.

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A dark poster titled 'Baltimore Neighborhood Quality of Life.' A scatterplot plots each neighborhood's quality-of-life score (0 to 85) against its average unemployment rate (0 to 31 percent); dots shift from purple at high scores to red at low scores, and scores fall as unemployment rises. Callouts mark Canton (2016 score 64, 2018 score 60) and Southern Park Heights (2015 score 34, 2018 score 28). Small bar charts at top right compare the two neighborhoods on six measures, and a text column on the left explains the score.

2019 · R, Excel, Tableau, Illustrator

Baltimore Neighborhood Quality of Life

An R analysis and Illustrator poster scoring every Baltimore neighborhood on quality of life.

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// Data visualization

A two-part layout. Top left, Wenceslaus Hollar's 1667 hand-drawn map of London after the Great Fire. Bottom right, a modern street map of central London with the fire's burn area shaded orange over the City of London, and each surrounding ward labeled with its mean household income in US dollars, from $63,882 in Whitechapel to $123,207 in the City of London.(opens full size)

The Great Fire of London

A challenge to modernize a historical visualization with today's tools. I built custom shapefiles to recreate the burn area from Hollar's 1667 map, then layered in present-day mean household income by ward to show who the fire would affect today.

Tableau · custom shapefiles

A layout titled "Florida Seagrass Food Networks Visualized." Top, a Sankey diagram flows left to right from detritus and other food sources through small organisms to predators such as blue crabs, red drum, gulls, and raptors. Bottom, a network diagram shows the same 48 organisms as circles sized by trophic score and colored by category, with arrows running from prey to consumer.(opens full size)

Florida Seagrass Food Webs

Two ways to show who eats whom among the 48 organisms in a Florida seagrass food web. The network diagram is my pick: it gives a quick sense of the hierarchy, much like a word cloud does for words. Data from Christian and Luczkovich (1999).

Flourish

Interactive SankeyInteractive network

A DAT iQ Tableau dashboard titled "Weekly Spot History with Forecast." Two US maps let the user pick an origin (Los Angeles, California) and a destination (Des Moines, Iowa). Below, a line chart of rate per mile runs from March 2021 through March 2023: a solid line for historical rates, then forecast rates continuing the line with dashed upper and lower bounds.(opens full size)

Weekly Spot History with Forecast

A research-and-development design for a new way to view rates over time. It blends historical, current, and forecast rates into one continuous timeline. A version of this design was featured on DAT’s website.

Tableau

// About

About me

Kassondra VanKeuren, smiling, in a rust-colored polka-dot blouse against a dark background.

My love for analytics and data visualization took hold at Certified Languages International, where I spent nine years in sales operations and the company sponsored my Tableau training. At the end of 2017, DAT Freight & Analytics gave me the chance to shift into an analytics career, starting as a Sales Operations Analyst who brought disparate data sources together into dashboards the sales team could work from. That work led DAT to sponsor my Master's in Data Analytics & Visualization at MICA.

Over eight years at DAT, I evolved from a hands-on analyst into a data-driven consultant, then a people manager who scaled a team to $10–11M in sales. Across every role, the consistent pattern is turning tactical, one-off work into reusable systems, like dashboards, rubrics, pipelines, and design workflows, that outlast the original project.

Since September 2025, I've been a Product Designer at DAT, working AI-first: I design directly in the application's codebase, iterate with stakeholders, and hand off screens built with the design system's own components. The throughline is the same as it's always been: finding leverage points and building the structure that gets people past technical or organizational roadblocks.