Project details

Lead Product Designer & Frontend Developer

Chelsea Hitzler

Category

Design, Development

The Hum CDP combines data from all client integrations and makes it accessible & actionable in one place. My first big project at Hum was to revamp the segmentation feature and make it the center of exploration, experimentation, and actionable segmentation for audiences. It was my job to design and build the frontend interface that clients would use.

The Challenge

To design and develop an interface where non-technical users could explore their audience, experiment, and build segments. Turning a complex JSON query into an easy human readable interface.

User Needs

Marketers, editorial managers, and publishers need to build segments of audiences without any JSON or technical knowledge. Users were frustrated with the existing segmentation feature that used technical terms. They often felt they were building segments “blind” because results were not clearly communicated in the interface.

Segment Builder – June 2021

Research

We conducted 1 hour user interviews with all our existing clients to understand their usage of segmentation in the dashboard.

We also did thorough market research to understand what is in the market, what our clients have experience with, and how we can provide a new unique experience.

Ideation & Concepts

Draft V3.3

Development

While I had the fun of designing the interface, I also had the challenge of building the frontend. The first version of Audience Explorer was built with vanilla JavaScript. After getting very positive feedback from clients, we rebuilt the feature with Svelte JS.

On the right is the information architecture for Audience Explorer’s filtering workflow by category.