Background
The Customer Data Platform application (CDP) is the heart of CM.com’s Mobile Marketing Cloud suite. It collects information about customers from a variety of sources and allows it’s user to automate campaigns based on those events. The CDP application was initially developed by engineers only, resulting in a highly technical webapp that was difficult to understand for users. My job was to increase usability so that users could actually get started themselves.
Role
Product Designer @ 
CM.com
Team
Product Owner, Product Manager, Engineering Lead, Customer Success Team
Tools & Skills
This project is the best example I have for my goal to bring Simplexity: making complex software simple to use.
Over the years, I took multiple steps to slowly improve the application. An onboarding flow helped new users with an initial setup and tutorials gave new users a guide through all aspects of the application; I redesigned the application to adhere to the existing Design System, Aurora; and I developed new features that were requested by customers, such as Analytics Dashboards, and advanced filtering.
The project was a very close collaboration with the engineering team, since they build the app initially, and the feasibility of any of my designs was highly dependant on the technical infrastructure. I loved working on this incredibly complex application, especially since I was able to quickly iterate on designs and solutions with CM.com’s own marketing team that used this application daily.
Designs
Here’s a small selection of the huge Customer Data Platform app that I worked on.
Profiles page
For most users the main view of the CDP: the list of profiles and all their associated data.
Here’s how a profile looks like, with all related events.
Users mostly used advanced filtering to find all the profiles that they needed. For example, the user wants to send an email to people that left their web shop with items in the cart. They can use the filter to find these people.
A complete and understandable set of date filters: one of the most horrific challenges in my career as UX designer. But we pulled it off!
Segments overview
The filtered result can then be saved as a Segment for later reference.
Automations builder
And then the real fun starts. Users can make automations (or workflows as they were called) to automatically trigger campaigns based on customer behavior.
Adding a tutorial really helped new users to get started with building automations
Analytics dashboards
Analytics dashboards to monitor what happens in the CDP. You can find more details on this design in my other post linked below.
Log book
When users want to dive deep, they can go to the log book and check out all the events that were collected by the CDP and how they were processed.
