| Led our platform’s implementation of personalization
A little
more personal
The win:
Built a hyper-personalization feature that let users launch personalized A/B tests in 7 minutes, down from 10–14 days.
My Role:
Director of Product Design:
Player / Coach
Stakeholders:
VP of Product
EVP of Engineering
Timeline:
2.5 months
Team:
Myself
Product Designer, Platform
Senior Product Manager, Platform
Most of our users have a higher intent
to purchase.
We’ve optimized our flows to be completed quickly, asking qualifying questions that now utilize this personalization to reinforce the brand’s product and our specific recommendation.
00.
Prologue
For the best context of this platform case study’s, please visit the prequel.
Centerfield acquires customers for nationwide brands. Dugout is Centerfield’s proprietary software that manages our end-to-end customer journey for internet, wireless, insurance, home security, and B2B businesses.
Within Dugout, we built the capability to personalize these website experiences in real-time with backend customization.
01.
Having proved out the value of personalization, we wanted to expedite our software’s capability to customize content based on rules and triggers at scale.
We approached building our
platform’s personalization
development with Centerfield’s
internal platform user in mind:
02.
First, fighting for the ideal solution vs. a fast band-aid that would deepen tech debt.
I advocated for Domains as the intuitive entry point for media buyers — even though Clusters were easier to surface from the legacy structure. The faster path posed real abandonment risk.
I presented the opportunity costs and aligned the teams to move forward:
03.
With the origination sorted, we got to work on our first draft of building personalization within an experiment:
Step 01.
Step 02.
Step 03.
Step 04.
04.
The trigger feature lived within our rebuilt experiment set up and needed a target audience defined for personalization, so we did usability with media buyers:
I led the prioritization of findings across six themes for the total experiment set up with the PM and platform designer, where we focused on our most critical vulnerability that that video shows: rules targeting.
4/5
subjects truggled to understand the rule set up
The problem, visualized:
3.4
minutes is the average time it took for users to just establish rules
Simultaneously, conversations with product and dev led to de-scoping our UX and UI on our details and triggers screens to meet timelines:
05.
In our need to simplify, we rethought the personalization flow:
Step 01.
Step 02.
Step 03.
Step 03B.
