My Role
Role: Senior Product Designer
Team: Collaborated with PM, Technical Writer, and Developers on Scrum Team
Responsibilities:
• Led end-to-end product design from discovery to delivery.
• Collaborated with Product Manager on product strategy, scope, and roadmap.
• Collaborated with Developers on feasibility feedback and technical restraints.
• Created UX artifacts, prototypes, wireframes, userflows, and final designs
• Facilitated cross-functional workshops and design critiques.
Team: Collaborated with PM, Technical Writer, and Developers on Scrum Team
Responsibilities:
• Led end-to-end product design from discovery to delivery.
• Collaborated with Product Manager on product strategy, scope, and roadmap.
• Collaborated with Developers on feasibility feedback and technical restraints.
• Created UX artifacts, prototypes, wireframes, userflows, and final designs
• Facilitated cross-functional workshops and design critiques.
The Problem
Manual Deletion Processes
Businesses are required by law to commit to varying privacy laws around user rights to be forgotten and no longer tracked. A business must honor that request and delete all known data that has been collected for that customer.
The problem was that the capability to do this within Tealium required a significant manual effort to do at scale and could require heavy IT support.
The Challenge
Businesses are required by law to commit to varying privacy laws around user rights to be forgotten and no longer tracked. A business must honor that request and delete all known data that has been collected for that customer.
The problem was that the capability to do this within Tealium required a significant manual effort to do at scale and could require heavy IT support.
The Challenge
Enabling Bulk Visitor Deletion
Customers needed a way to better understand information collected about a specific visitor and be able to perform more scalable actions like batch deletion of customer records when requested (for data privacy compliance).
The initial objective was to:
• Build a more scalable and performant way to batch delete user records
• Improved the user experience for understanding the status of the deletion process.
Customers needed a way to better understand information collected about a specific visitor and be able to perform more scalable actions like batch deletion of customer records when requested (for data privacy compliance).
The initial objective was to:
• Build a more scalable and performant way to batch delete user records
• Improved the user experience for understanding the status of the deletion process.
The Discovery
A Closer Look At The Process
After performing a task analysis and walking through the steps a user would go through to complete a visitor deletion, we uncovered a few key problem areas that highlighted design needs around scale and clarity of system status.
Problem: Method for visitor deletion is very manual and does not scale.
• Visitor records had to be manually deleted using a tool within the product.
• The customer would have to search by email, or another identifier, to find the specific user and then opt to delete that visitor.
After performing a task analysis and walking through the steps a user would go through to complete a visitor deletion, we uncovered a few key problem areas that highlighted design needs around scale and clarity of system status.
Problem: Method for visitor deletion is very manual and does not scale.
• Visitor records had to be manually deleted using a tool within the product.
• The customer would have to search by email, or another identifier, to find the specific user and then opt to delete that visitor.
Problem: Deletion results were difficult to verify and understand
Once a deletion was triggered, the user experience wasn’t clear about what happened or what was the result of the deletion:
• The user would have to check the status at a later time to get an update on the progress.
• When the processing was completed, the user would be given a Transaction ID and have to look up the ID to get a confirmation that the visitor data was deleted from the product.
• The user would have to check the status at a later time to get an update on the progress.
• When the processing was completed, the user would be given a Transaction ID and have to look up the ID to get a confirmation that the visitor data was deleted from the product.
The Vision
An Automated Visitor Deletion Tool
With our sights set on a new automated tool to delete visitors in bulk, we aligned around two key design goals to drive our vision:
• Provide the ability to create an automated process for marketers to process requests from customers to delete data.
• Help users to understand the results of the processed data for record keeping and compliance auditing.
With our sights set on a new automated tool to delete visitors in bulk, we aligned around two key design goals to drive our vision:
• Provide the ability to create an automated process for marketers to process requests from customers to delete data.
• Help users to understand the results of the processed data for record keeping and compliance auditing.
Design Process
The Job to Be Done
Before diving into design iterations, we brainstormed and put together a simplified process diagram of what the process would be to delete visitors in bulk.
We divided and mapped the job-to-be-done into four high level phases and the sub tasks within those phases.
Before diving into design iterations, we brainstormed and put together a simplified process diagram of what the process would be to delete visitors in bulk.
We divided and mapped the job-to-be-done into four high level phases and the sub tasks within those phases.
Since this was a new feature, we created a glossary of terms for the nomenclature and taxonomy of the elements to help alignment, communication, and the information architecture of the elements involved.
We then created the userflow and user interfaces necessary to complete the process of creating, managing, and viewing deletion jobs.
To help users understand the job status as much as possible, we designed an interface that:
• Displayed key details and metadata about the deletion job
• Provided sortable information about deletion jobs in a data table
• Included a breakdown of the results, and a downloadable file that would provide further information to help troubleshooting errors.
• Provided sortable information about deletion jobs in a data table
• Included a breakdown of the results, and a downloadable file that would provide further information to help troubleshooting errors.
Delivery
Incremental Design and Prototyping
The delivery of the designs happened in increments to quickly get to a proof of concept. The 3 must-have screens were identified early on and the development team moved quickly to build an early prototype of navigating between these screens.
We started with the screens for a user to view deletion jobs, add/edit a deletion job, and view a job summary.
The delivery of the designs happened in increments to quickly get to a proof of concept. The 3 must-have screens were identified early on and the development team moved quickly to build an early prototype of navigating between these screens.
We started with the screens for a user to view deletion jobs, add/edit a deletion job, and view a job summary.
As the interaction details of each screen were flushed out, we updated the functional prototype in an agile and iterative manner. We used this method of rapid, incremental prototyping until we had a working feature that satisfied both user and functional goals.
Along the way we used annotations and comments within the Figma file to help communication with the development team along with our weekly scrum cadence meetings.
The Launch
Phased Rollout
The Visitor Deletion Jobs feature was released to select customers as part of a phased approach to fully releasing the feature. Designs were completed for subsequent releases to incorporate feedback, planned enhancements and improvements to the user experience.
The Visitor Deletion Jobs feature was released to select customers as part of a phased approach to fully releasing the feature. Designs were completed for subsequent releases to incorporate feedback, planned enhancements and improvements to the user experience.
We were happy to see the early adoption and usage of the feature to delete millions of visitor profiles, helping customers comply with data privacy regulations while saving time and resources to complete the task.