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ABOUT
CURRENT PROCESS
CURRENT PROCESS
SOLUTION
SOLUTION
RESEARCH
RESEARCH
PAIN POINTS
PAIN POINTS
DESIGN PROBLEM
DESIGN PROBLEM
AviviD.ai | Customer Data Platform
AviviD.ai | Customer Data Platform
Streamlining Audience Segmentation
Streamlining Audience Segmentation
ROLE
ROLE
Product Designer
(solo designer on the team)
Product Designer
(solo designer on the team)
TEAM
TEAM
1 Marketing Specialist
3 Data & Frontend Engineers
1 Marketing Specialist
3 Data & Frontend Engineers
TIMELINE
TIMELINE
December 2024 - May 2025
December 2024 - May 2025
PROJECT STATUS
PROJECT STATUS
Shipped in 2025
Shipped in 2025
CURRENT PROCESS
CURRENT PROCESS
Current customer data platform only supports building audience segments from a brand's own first-party data, which limits customer acquisition.
Current customer data platform only supports building audience segments from a brand's own first-party data, which limits customer acquisition.
Marketing teams at companies like FamilyMart use our CDP to group their existing customers based on contact details and purchase history. This helps bring customers back, but first-party data rarely includes demographics or interests, so marketers know who their customers are but not much about them. Segments are also limited to people already in the brand's database, which makes it hard to reach new customers.
Marketing teams at companies like FamilyMart use our CDP to group their existing customers based on contact details and purchase history. This helps bring customers back, but first-party data rarely includes demographics or interests, so marketers know who their customers are but not much about them. Segments are also limited to people already in the brand's database, which makes it hard to reach new customers.
SOLUTION
SOLUTION
A third-party data marketplace where marketers can purchase segments or attributes to reach new customers or enrich their own first-party data.
A third-party data marketplace where marketers can purchase segments or attributes to reach new customers or enrich their own first-party data.
Select Segment Output
Select Segment Output
Choose between buying 3rd-party segments or enrich 1st-party data with new attributes.
Choose between buying 3rd-party segments or enrich 1st-party data with new attributes.
Match customer IDs
Match customer IDs
Match first-party data to the 3rd-party data to enrich customer IDs with new attributes
Match first-party data to the 3rd-party data to enrich customer IDs with new attributes
Create segments
Create segments
Build audience segments from 3rd-party data
Build audience segments from 3rd-party data
Add audience lookalike
Add audience lookalike
Expand audience by identifying new audience with similar traits and affinities.
Expand audience by identifying new audience with similar traits and affinities.
RESEARCH
RESEARCH
Our users need to attach
Our users need to attach
With PM approval, I interviewed five in-house advertisers: three who use first-party data and two who buy third-party data. I mapped their journeys to surface frustrations, then distilled them into three core insights.
With PM approval, I interviewed five in-house advertisers: three who use first-party data and two who buy third-party data. I mapped their journeys to surface frustrations, then distilled them into three core insights.
PAIN POINTS
PAIN POINTS
No self-serve way to buy audiences
No self-serve way to buy audiences
To purchase third-party segments, marketers had to contact Customer Success and wait to be referred to a partner data provider. This slowed down campaigns and pulled them out of the platform.
To purchase third-party segments, marketers had to contact Customer Success and wait to be referred to a partner data provider. This slowed down campaigns and pulled them out of the platform.
OPPORTUNITIES
OPPORTUNITIES
Bring audience buying into the platform.
Bring audience buying into the platform.
We can build a self-serve Data Marketplace inside Likr CDP, so marketers can browse, purchase and activate third-party audiences without going through Customer Success or outside partners.
We can build a self-serve Data Marketplace inside Likr CDP, so marketers can browse, purchase and activate third-party audiences without going through Customer Success or outside partners.
Design Question
Design Question
How might we help marketers reach new customers who match their best existing one?
How might we help marketers reach new customers who match their best existing one?
Synthesis
Synthesis
Flow Chart with Potential Features
Flow Chart with Potential Features
In order to simulate how users would utilize our platform during the marketing process, I designed a scenario and created a sample user flow that includes proposed feature.
In order to simulate how users would utilize our platform during the marketing process, I designed a scenario and created a sample user flow that includes proposed feature.
1
1
Analyze Trends
Analyze Trends
2
2
Create Segments
Create Segments
3
3
Analyze Segments
Analyze Segments
Sample
User Flow
Sample
User Flow
User Flow
Description
User Flow
Description
Proposed
Feature
Proposed
Feature
Product Filter
Product Filter
Date Range Selector
Date Range Selector
Create charts:
Create charts:
Bar Chart : 40% of yogurt buyers also buy oat milk
Bar Chart : 40% of yogurt buyers also buy oat milk
Demographic Breakdown: Buyers are mostly females aged 25–34 and located in urban areas
Demographic Breakdown: Buyers are mostly females aged 25–34 and located in urban areas
Chart Type Selector
Chart Type Selector
Chart Dimension, Metric, Breakdown Selector
Chart Dimension, Metric, Breakdown Selector
Chart Customization (chart size, placement)
Chart Customization (chart size, placement)
Chart Template
Chart Template
Analytics Insights *allow users to add their own conclusions as notes on the analytics dashboard
Analytics Insights *allow users to add their own conclusions as notes on the analytics dashboard
Database Selection (Sort by Industry)
Database Selection (Sort by Industry)
Segment Accumulation Mode
Segment Accumulation Mode
Hashed Data Mapping
Hashed Data Mapping
Download Audience IDs and Labels *only available for segments that have performed ID mapping
Download Audience IDs and Labels *only available for segments that have performed ID mapping
Traits and Affinities Filter
Traits and Affinities Filter
Audience Lookalike
Audience Lookalike
Segment Preview
Segment Preview
Real-time Analytics
Real-time Analytics
Segment Export to 3rd-party platforms
Segment Export to 3rd-party platforms
Segment Export to AviviD.ai Customer Studio
Segment Export to AviviD.ai Customer Studio
Proposed Feature Color:
Proposed Feature Color:
Delighter Feature
Delighter Feature
Satisfier Feature
Satisfier Feature
Basic Feature
Basic Feature
Proposed Feature Icon:
Proposed Feature Icon:
New feature
New feature
Improved existing feature
Improved existing feature
Pending feature
Pending feature
*Requires further discussion with the dev. team
*Requires further discussion with the dev. team
Select Products
Select Products
Create Charts
Create Charts
Draw Conclusion
Draw Conclusion
Choose Database
Choose Database
Perform ID mapping?
Perform ID mapping?
Build Segment
Build Segment
Check Segment’s
Real-time Analytics
Check Segment’s
Real-time Analytics
FLOW CHART SUMMARY
FLOW CHART SUMMARY
Matching data, expanding audience segments, generating analytics preview could be included in the new create segments flow
Matching data, expanding audience segments, generating analytics preview could be included in the new create segments flow
I flagged features that needed further discussion with the dev team due to potential performance challenges. Tasks like mapping hashed IDs across databases, expanding audience segments, and generating real-time analytics require heavy processing and could increase user wait times.
I flagged features that needed further discussion with the dev team due to potential performance challenges. Tasks like mapping hashed IDs across databases, expanding audience segments, and generating real-time analytics require heavy processing and could increase user wait times.
Customer Studio Analytics
Customer Studio Analytics
Customer Analytics Dashboard
Customer Analytics Dashboard
RFM Dashboard
RFM Dashboard
Customer Studio Campaign
Customer Studio Campaign
Campaign Builder
Campaign Builder
Campaign Table
Campaign Table
Customer Studio Segmemt
Customer Studio Segmemt
Segment Builder (1st-Party)
Segment Builder (1st-Party)
Cross-Platform Syncs Settings
Cross-Platform Syncs Settings
Audience Data Upload
Audience Data Upload
Data Marketplace
Data Marketplace
Segment Builder (3rd-party)
Segment Builder (3rd-party)
Database Selection
Database Selection
Audience ID mapping
Audience ID mapping
Segment Accumulation Mode
Segment Accumulation Mode
Traits and Affinities Filter
Traits and Affinities Filter
Audience Lookalike
Audience Lookalike
Cost Estimation
Cost Estimation
Segment Table
Segment Table
Real-time Analytics
Real-time Analytics
Download
Download
Export to 3rd-party platform
Export to 3rd-party platform
Export to AviviD.ai customer studio
Export to AviviD.ai customer studio
Payment Settings
Payment Settings
Industry Analytics
Industry Analytics
Industry Analytics Dashboard
Industry Analytics Dashboard
Metrics
Metrics
Dimensions
Dimensions
Charts
Charts
Analytics Table
Analytics Table
*Footnote 1
*Footnote 1
*Footnote 2
*Footnote 2
*Footnote 3
*Footnote 3
Current Feature
Current Feature
Proposed Feature
Proposed Feature
Footnote 1:
Footnote 1:
When the user is selecting the audience list for ID mapping, the system will display the list uploaded in the “Audience Data Upload” feature. The list needs to be uploaded prior to it being utilize in the segment building due to the time needed for mapping.
When the user is selecting the audience list for ID mapping, the system will display the list uploaded in the “Audience Data Upload” feature. The list needs to be uploaded prior to it being utilize in the segment building due to the time needed for mapping.
Footnote 2:
Footnote 2:
The user needs to have already synced to the desired 3rd-party platform in the “Cross-Platform Syncs Settings” when choosing to export segments to a 3rd-party platform.
The user needs to have already synced to the desired 3rd-party platform in the “Cross-Platform Syncs Settings” when choosing to export segments to a 3rd-party platform.
Footnote 3:
Footnote 3:
After exporting segments to AviviD.ai customer studio, the segment will be displayed for user to choose from in the campaign builder.
After exporting segments to AviviD.ai customer studio, the segment will be displayed for user to choose from in the campaign builder.
SITE MAP SUMMARY
SITE MAP SUMMARY
Audience matching would be tied to the existing audience upload feature
Audience matching would be tied to the existing audience upload feature
I built a site map to track which new feature would require integration with the existing features.
I built a site map to track which new feature would require integration with the existing features.
Design - “Data Marketplace” Feature
Design - “Data Marketplace” Feature
I. First Iteration - User Flow
I. First Iteration - User Flow
Select Data Source
Select Data Source
Perform ID mapping?
Perform ID mapping?
Yes
Yes
No
No
Upload Audience
List
Upload Audience
List
Do not Audience
List
Do not Audience
List
Set up Segment
Set up Segment
Filter
Filter
No Filter
No Filter
Filter Labels using
Boolean Operators
Filter Labels using
Boolean Operators
Include All Audience
(Skip filtering step)
Include All Audience
(Skip filtering step)
Confirm Segment Size /
Conduct Audience lookalike
Confirm Segment Size /
Conduct Audience lookalike
II. First Iteration - Design
II. First Iteration - Design
Select Data Source
Select Data Source
Set up Segment
Set up Segment
Confirm Audience Size and Cost
Confirm Audience Size and Cost
Segment Audience
Segment Audience
Segment Table
Segment Table
Discussion Snippets - Internal User Testing
Discussion Snippets - Internal User Testing
I tested the design with our in-house marketers and iterated based on their feedback.
I tested the design with our in-house marketers and iterated based on their feedback.
I. Second Iteration - User Flow
I. Second Iteration - User Flow
Original Flow
Original Flow
Select Data Source
Select Data Source
Perform ID mapping?
Perform ID mapping?
Yes
Yes
No
No
Upload Audience
List
Upload Audience
List
Do not Audience
List
Do not Audience
List
Set up Segment
Set up Segment
Filter
Filter
No Filter
No Filter
Filter Labels using
Boolean Operators
Filter Labels using
Boolean Operators
Include All Audience
(Skip filtering step)
Include All Audience
(Skip filtering step)
Confirm Segment Size /
Conduct Audience lookalike
Confirm Segment Size /
Conduct Audience lookalike
Major Bottleneck
Major Bottleneck
Improved Flow
Improved Flow
Select
Data Source
Select
Data Source
Select Goal
Select Goal
Added this step to clarify the workflow’s purpose and route users into the correct path.
Added this step to clarify the workflow’s purpose and route users into the correct path.
Added visualization to explain complex steps (i.e. accumulation mode & audience lookalike).
Added visualization to explain complex steps (i.e. accumulation mode & audience lookalike).
Add Labels to
My Audience
Add Labels to
My Audience
Select Audience List
for ID Mapping
Select Audience List
for ID Mapping
Set up Segment
(Skip filtering step)
Set up Segment
(Skip filtering step)
Build 3rd-party
Segment
Build 3rd-party
Segment
Set up Segment
Set up Segment
Filter Labels using
Boolean Operators
Filter Labels using
Boolean Operators
Confirm All of Segment Info /
Conduct Audience lookalike
Confirm All of Segment Info /
Conduct Audience lookalike
Splits the experience into two paths to prevent confusion.
Splits the experience into two paths to prevent confusion.
