My Role
Role: Senior Product Designer II
Team: Collaborated with Technical PM, Developers, Technical Writers, Customer Success, and Implementation Engineers.
Responsibilities:
• Led end-to-end product design from discovery to delivery.
• Collaborated with Product Manager on product strategy, scope, and roadmap.
• Collaborated with Technical Writer on content to improve usability and in-app support
• Planned and conducted user research and usability testing.
• Created user flows, prototypes and high-fidelity UI.
• Facilitated cross-functional workshops and design critiques.
• Worked closely with engineering to ensure feasibility and design system alignment
Role: Senior Product Designer II
Team: Collaborated with Technical PM, Developers, Technical Writers, Customer Success, and Implementation Engineers.
Responsibilities:
• Led end-to-end product design from discovery to delivery.
• Collaborated with Product Manager on product strategy, scope, and roadmap.
• Collaborated with Technical Writer on content to improve usability and in-app support
• Planned and conducted user research and usability testing.
• Created user flows, prototypes and high-fidelity UI.
• Facilitated cross-functional workshops and design critiques.
• Worked closely with engineering to ensure feasibility and design system alignment
The Problem
For ECommerce, Speed is Key
For ECommerce experiences, engaging content and speed are everything. Many customers were seeing high bounce rates on their websites and were looking for ways to offer more targeted and performant experiences for their end users.
Irrelevant and Slow Experiences
However, two key roadblocks stood in their way:
• Difficulties getting the right content to the right end-users.
• Slow response times due to the large amount of data returned in the visitor profile.
However, two key roadblocks stood in their way:
• Difficulties getting the right content to the right end-users.
• Slow response times due to the large amount of data returned in the visitor profile.
The Goal
An Intuitive, Fast, and Composable API
Our goal was to design an intuitive UI for customers to build configurable endpoints that retrieve specific visitor data points to enable personalized experiences for their end-users. We called these endpoints Engines. To enable this, we would need a solution to configure, manage, and monitor these Engines. We focused on two primary objectives:
• Empower marketers with a fast visitor look-up service that retrieves specific Audience data before the page loads, enabling real-time personalization for returning users.
• Support developers by delivering a well-structured API and clear, developer-friendly documentation to facilitate easy integration and troubleshooting.
• Empower marketers with a fast visitor look-up service that retrieves specific Audience data before the page loads, enabling real-time personalization for returning users.
• Support developers by delivering a well-structured API and clear, developer-friendly documentation to facilitate easy integration and troubleshooting.
Discovery
Understanding the Bigger Picture
We began by identifying who would benefit from the solution and how it would integrate into their existing workflows. While the feature would live within Tealium’s UI, the endpoint it generated would be used by customers to deliver fast, personalized experiences for their users.
By collaborating across disciplines, we mapped user journeys and conducted Jobs-To-Be-Done, service mapping, and user flow exercises to shape a shared understanding of the holistic experience, ecosystem, and touchpoints.
A central discovery question guided our early efforts:
“If we build this, how might it fit into our customers’ existing workflows?”
“If we build this, how might it fit into our customers’ existing workflows?”
Configuration Flow to understand how a user configures an endpoint and the touch points in the UI to do so
Outlining the Job-To-Be-Done and the general steps involved and subtasks at each key step
Putting it all together with a workflow to show how the process involves different service swim lanes
Initial Designs
Exploring the Configuration Experience
The 1st iteration was to simplify and block in a guided configuration experience that allowed users to customize an endpoint to return only the data they wanted. To keep this simplicity, the configuration was designed for a single page. However, we received several critical feedback points that would change the design:
• Having the settings and response on one page made the page feeling busy and confusing
• The code well for the response felt secondary and lost in the other elements on the page. This is the most important part of the configuration so this should be prioritized.
• Having the settings and response on one page made the page feeling busy and confusing
• The code well for the response felt secondary and lost in the other elements on the page. This is the most important part of the configuration so this should be prioritized.
Testing Our Ideas
Validating Comprehension and Workflow
After aligning with the PM on what we wanted know, I developed a test plan and scenario script. I then ran unmoderated user testing to evaluate how well developers understood the Moments API, its value, and setup flow. Our research goals centered around:
• Comprehension: Can users understand the feature, how it works, and how to get started?
• Usability: Where do users get stuck when creating an Engine?
• Information Gaps: What questions do users still have after setup?
Screenshot of user test with survey to rate ease of use and comprehension at key steps in the workflow.
The Findings
Key Findings From the Research
Takeaways
The Landing Page:
• The Moments API feature was well understood and the How it Works section broke down the steps in a clear and easy to understand way.
Engine Creation:
Engine Creation:
• Overall users found the simplified steps and guiding content very helpful in understanding the workflow and what each step meant.
• Users also favored the example response and seeing it change as the attributes were selected.
Feedback Quotes
“I think it will give me an interface that will help me get and use the data I need, when I need it.”
“Was wanting to click on Learn More but I think I have a good understanding without it.”
“The information on the pages make it very easy to understand. I feel very confident in completing the steps.”
“I think it will give me an interface that will help me get and use the data I need, when I need it.”
“Was wanting to click on Learn More but I think I have a good understanding without it.”
“The information on the pages make it very easy to understand. I feel very confident in completing the steps.”
Survey Ratings
The survey ratings of key points in the test prototype were favorable in the areas of ease of use, level of understanding of the content, and clarity of the task being assigned to them.
Addressing the Feedback
Opportunities for Improvement
Despite favorable results and validation of our ideas and hypotheses, several participants had comments similar to “Ok I’ve created the endpoint but what are the next steps to use it?” We saw this as an opportunity to provide more guidance and clarity on what to do next:
• Add additional guidance, resources, and use case links in the UI
• I also worked with our copy writer to add use cases, visuals, and guidance to the documentation in flight
• I also worked with our copy writer to add use cases, visuals, and guidance to the documentation in flight
Launching Our Finished Product
Final Designs
Following multiple rounds of internal feedback, design workshops, critiques, user testing, and stress testing, the feature was launched through an Early Access program before being rolled out to Tealium’s full customer base.
This release introduced a new product area within the platform, offering customers an intuitive and powerful tool for building real-time personalized experiences.
Added feature tab to product and landing screen for users without account upgrade.
List of created API configurations, or Engines. From this screen the user can view, manage, and monitor the created endpoints and their performance.
New Engine creation with stepped guidance. As the user selects the data to be returned by the endpoint, they see the Example Response on the right update with added data included.
Usage insights for users to monitor their endpoint reads, writes, and rate limits.
Impact
Delivering Impact and Value
The feature launch generated internal excitement and industry buzz, empowering Tealium's customers to deliver real-time, personalized experiences within their marketing campaigns and end-user experiences.
• Increased Data Retrieval Speeds: Response times increased up to 10x with 40ms-60ms averages in early tests.
• Lowered Bounce Rates: Due to faster load times and more personalized content, customers saw their bounce rates decrease from the 20-50% average on their websites.
• Increased Adoption and Revenue: The feature was as a standalone SKU add-on, contributing to increased sales and revenue as a result.
• Increased Adoption and Revenue: The feature was as a standalone SKU add-on, contributing to increased sales and revenue as a result.
• Won Awards: The team won an internal company-wide Innovation Award for for the project, process, and outcome.