Advanced segmentation
Simplifying complex segmentation tools for marketers of all skill levels
Problem
Customer insights revealed that advanced segmentation tools were confusing and hard to use
Approach
Start by learning from similar competitor workflows, prototype concepts, test, and iterate
Impact
Foundational learnings and insights that impacted future iterations of segmentation tools
Role
Product Design Lead
Tasks
UI/Visual Design, Information architecture, prototyping, interaction design, workshops
Visual segmentation workflow concept
We tested a visual drag and drop workflow that leveraged our existing email automation workflows
Contact table context concept
Based on user feedback we revised our approach and made the contact table front-and-center
Competitive teardown & IA
This work was informed by a major competitive benchmarking study that informed our concept testing. We used that feedback to iterate on our information architecture.
