| Led our platform’s implementation of personalization

A little
more personal

A deeper look at how I led our 0-1 build of the hyper personalization features of our SaaS platform.

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

00.

Prologue

For the best context of this platform case study’s, please visit the prequel.

Click to enlarge this visual from the originating case study

Centerfield acquires customers for nationwide brands.

Dugout is Centerfield’s proprietary software that manages our end-to-end customer journey for internet, wireless, insurance, and home security businesses.

Within Dugout, we built the capability to personalize these website experiences in real-time with backend customization.

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.

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.

Fix this ^

Remove keyword ?

We approached our platform’s personalization development with Centerfield’s internal user in mind:

02.

The first question we asked ourselves was: how would this media buyer find where to begin personalizing an A/B test in the platform?

We persuaded product to make domains the north star, so Batting Cage opens to an intuitive starting point, as seen in the finished design:

I think this is irrelevant to the broader point —>

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.

We ran into structural challenges with these ideas, beginning with:

In the usability test on our broader experiment set up, our system communication for personalizing with rules didn’t do well enough:

4/5

subjects truggled to understand the rule set up

3.4

minutes is the average time it took for users to just establish rules

Separately, conversations with product and dev led to de-scoping our UX and UI on our details and triggers screens:

05.

In our need to simplify, we rethought the personalization flow:

Step 01.

Step 02.

Step 03.

Step 03B.

06.

The results:

2:50

we reduced the time spent building rules by ~1 minute

4/5

completed an experiment setup without moderation

-30%

we reduced the time spent building an experiment from 10 min to 7 min

Visit the prequel

Or, learn about how I