Advanced segmentation
Impact
Drove product roadmap planning, and established foundational learnings and insights that impacted future iterations of segmentation tools
Company
Role
Product Design Lead
Responsibilities
UI/Visual Design
Prototyping
Interaction Design
Group facilitation
Competitive audit
Concept/usability testing
Team
2x Product Managers
Research partners
Frontend and backend engineers
Year
2020
The problem
Customer insights revealed that advanced segmentation tools were confusing and hard to use
The approach
Competitive benchmarking, user interviews, prototyping, and testing key prototype concepts
Challenges
Legacy tech stack and complex existing workflows
Competitive teardown
This work was informed by a major competitive benchmarking study that informed our concept testing.
Information architecture
We used that feedback to iterate on our information architecture.
Visual segmentation workflow concept
We tested a visual drag and drop workflow that leveraged our existing email automation workflows
Contact table concept
Based on user feedback we revised our approach and made the contact table front-and-center
