| Leading a platform’s MVP build to success
Dugout:
From 0 to 1
The win:
Proved the value of in-platform personalization, driving a +457% sales lift in one of our tests.
My Role:
Director of Product Design:
Player/Coach
Stakeholders:
VP of Product
EVP of Engineering
Timeline:
3 months
Team:
Product Designer, Platform
Sr. Product Manager, Platform
Design Sites Team
Centerfield acquires customers for nationwide brands with websites we own and operate on their behalf.
Dugout is the backend software that manages all of the customer journey points in their entirety while tracking all the touch points’ data.
As valuable as this software had been to our differentiation in the industry, it was limited in its capabilities for the innovation we wanted to scale into.
Wait, what exactly is Dugout?
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The VP of Product imagined a new arm of Dugout that would enable powerful personalization.
We just needed to rebuild the front end and prove out the revenue potential to scale the investment, first…
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01. Platform
First, I had the platform designer rebuild Dugout’s design system after legacy files were lost, restricting ability to support capabilities like personalization.
02. Sites
That work underway, I introduced our personalization initiative to the sites team to begin our discovery into which concepts were worth validating.
03. Platform
From there, I learned Dugout’s backend to understand how audiences, journeys, and experiences were orchestrated within the platform.
04. Sites
Then the sites team shared their explorations of potential personalization triggers, like iOS, location, and time of day—
which we evaluated for value and implementation feasibility.
05. Platform
In parallel, Miriah, the platform designer, and I began exploring how experiment building with personalization could eventually become a self-serve capability within Dugout, ensuring our experimentation was aligned with a scalable platform vision.
This test increased sales by
Once aligned on an initial concept, sites team launched our first A/B test, personalizing a site experience to the keyword searched.
+44.5%.
06. Sites
07. Platform
The concept showing promise, we usability tested the rebuilt experiment setup in Dugout to validate how future personalization would function.
I synthesized and prioritized the research findings, helping reduce the time spent building an experiment by 3 minutes in the next iteration.
08. Sites
With the keyword success, I led the site designers into testing the next feature in the platform’s roadmap: Geo-targeting.
This test increased sales by
+47%.
