Segment Builder

Y2019-2020

Competitive Analysis

Segment Builder is a module in Datatist Marketing Cloud (DMC) web app, which give everyone the ability to build user segments that combine past behavior, user attributes, acquisition channels. It help marketers to discover the best tactic to send the right campaigns to the right people.

lead product designer

I am the only UIUX designer on this project, I collaborated with the CDO, CTO, 1 backend and 1 front developer to launch this project.

Feb.1.2020 - March.1.2020

Conduct competitive analysis to understand how others solve the problem. Understand what works and what not, and to build a better experience.

Collected real cases from different industry and size of company, to know what kind of segment they are trying to target.

I generated 10 cases to test

Example:

Analysis matrix: enough insights to uncover the information I need in order to inform your design decisions

Problem1:

We found out 85% cases is not caused by the lack of function, but because of they cannot find the right criteria.

show details of criteria:when I choose to predict repurchase for certain products, I need to search by product name or code, so that I can quickly find it.

Problems & Solutions

Problem 1:
Balance between complexity, flexibility and usability.

pro: three layer of hierarchies can cover almost 100% combinations

con: really hard for users to calculate the relationship

Problem 2:
How might we help users understand they can switch between “and / or” rules to make flexible combination.

Sensor dara

Pro: flexibility to switch the rules between “and / or” combination

Con : users did not realized that the “and / or” is clickable

Heap.io

pro: user “switch" component to indicate it is clickable and changeable

con: the toggle is far away from where and/or displayed, users hard to connect the CTA with display;
toggle component is not clearly indicated it selected and / or

Explorations

Users only need to see one option after make the choice

Color grey make it looks like turned off or disabled

Color blind may not be able to distinguish by blue and green

Final Option

Problem 3:
Users want to view the selected attributes to have a good overview of the rule relationships when adding more attributes.

Sensor data:

good user of vertical space

Heap.io:

waste lots of vertical space

Create mid-fi prototype and test with 3 real users.

Prototype Test Tasks Resault

Design Delivery

A large number of similar user feedback is opposite then our assumption from previous research, it addressed our attention.

"Easy to understand, but the combination of attributes is not flexible enough”

Observation Renault: We defined the category by property type, rather than business. That's why it is hard for users to find the right property in the predefined categories.

Can we find a universal pattern of categories?

Solution:
Ability to build personalized categories, which fit into business

Before: Pre-defined categories

After: Customizable categories based on business

Outcomes

Covered 90% of real user cases
Boost the segment function by combined with Aidison.
Decreased 8% queries
Help marketers target segment more precisely

Work

Work

Work

Yixin Cao（Milo）

Segment Builder

Competitive Analysis

Segment Builder is a module in Datatist Marketing Cloud (DMC) web app, which give everyone the ability to build user segments that combine past behavior, user attributes, acquisition channels. It help marketers to discover the best tactic to send the right campaigns to the right people.

Conduct competitive analysis to understand how others solve the problem. Understand what works and what not, and to build a better experience.

Collected real cases from different industry and size of company, to know what kind of segment they are trying to target.

I generated 10 cases to test

Example:

Analysis matrix: enough insights to uncover the information I need in order to inform your design decisions

Problem1:

We found out 85% cases is not caused by the lack of function, but because of they cannot find the right criteria.

show details of criteria:when I choose to predict repurchase for certain products, I need to search by product name or code, so that I can quickly find it.

Problems & Solutions

Problem 1:
Balance between complexity, flexibility and usability.

Problem 2:
How might we help users understand they can switch between “and / or” rules to make flexible combination.

Explorations

Problem 3:
Users want to view the selected attributes to have a good overview of the rule relationships when adding more attributes.

Create mid-fi prototype and test with 3 real users.

Prototype Test Tasks Resault

Design Delivery

A large number of similar user feedback is opposite then our assumption from previous research, it addressed our attention.

"Easy to understand, but the combination of attributes is not flexible enough”

Observation Renault: We defined the category by property type, rather than business. That's why it is hard for users to find the right property in the predefined categories.

Can we find a universal pattern of categories?

Solution:
Ability to build personalized categories, which fit into business

Before: Pre-defined categories

After: Customizable categories based on business

Outcomes

Covered 90% of real user cases

Boost the segment function by combined with Aidison.

Decreased 8% queries

Help marketers target segment more precisely

Segment Builder

Competitive Analysis

Segment Builder is a module in Datatist Marketing Cloud (DMC) web app, which give everyone the ability to build user segments that combine past behavior, user attributes, acquisition channels. It help marketers to discover the best tactic to send the right campaigns to the right people.

Conduct competitive analysis to understand how others solve the problem. Understand what works and what not, and to build a better experience.

Collected real cases from different industry and size of company, to know what kind of segment they are trying to target.

I generated 10 cases to test

Example:

Analysis matrix: enough insights to uncover the information I need in order to inform your design decisions

Problem1:

We found out 85% cases is not caused by the lack of function, but because of they cannot find the right criteria.

show details of criteria:when I choose to predict repurchase for certain products, I need to search by product name or code, so that I can quickly find it.

Problems & Solutions

Problem 1: Balance between complexity, flexibility and usability.

Problem 2: How might we help users understand they can switch between “and / or” rules to make flexible combination.

Explorations

Problem 3: Users want to view the selected attributes to have a good overview of the rule relationships when adding more attributes.

Create mid-fi prototype and test with 3 real users.

Prototype Test Tasks Resault

Design Delivery

A large number of similar user feedback is opposite then our assumption from previous research, it addressed our attention.

"Easy to understand, but the combination of attributes is not flexible enough”

Observation Renault: We defined the category by property type, rather than business. That's why it is hard for users to find the right property in the predefined categories.

Can we find a universal pattern of categories?

Solution: Ability to build personalized categories, which fit into business

Before: Pre-defined categories

After: Customizable categories based on business

Outcomes

Covered 90% of real user cases

Boost the segment function by combined with Aidison.

Decreased 8% queries

Help marketers target segment more precisely

Problem 1:
Balance between complexity, flexibility and usability.

Problem 2:
How might we help users understand they can switch between “and / or” rules to make flexible combination.

Problem 3:
Users want to view the selected attributes to have a good overview of the rule relationships when adding more attributes.

Solution:
Ability to build personalized categories, which fit into business