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Crafting Segment Builder 2.0

Private Beta · Early 2023 - Present

What? 🤔

Enhancing CleverTap's segmentation capabilities with intuitive UX, flexible rules and nested logic.

Who? 🤝🏼

Designs led by Aditya, collaborating with a team of four frontend, four backend engineers, and one Product Manager to ensure cohesive development and implementation.

How? 🎯

Ideation, prototyping, and iterative design. Enhanced UX with feedback and critiques. Established design patterns and accessibility standards. Coordinated with engineering and conducted Design QAs. Regularly refined based on user requests.

Spearheading the redesign of CleverTap’s Segment Builder, enhancing its design and functionality to align closely with user needs and drive stronger engagement.

What is a Segment Builder?

  • Firstly, let's understand Segmentation: it divides users into distinct groups based on specific criteria for targeted marketing.

  • These criteria are created using a Segment Builder, a tool that defines various rules to create these segments.

  • This process enhances marketing strategies by increasing relevance and improving user engagement.

Why did we need a new Segment Builder?

  • The existing Segment Builder had an outdated and inconsistent UX, which made it challenging for users to create segments efficiently.

  • The Segment Builder is used globally across the platform for tasks like setting up Journeys, creating Campaigns, and engaging users with Reminders, making its efficiency crucial.

  • A major migration blocker for the customers migrating from Leanplum (acquired by CleverTap in mid-2022), with advanced segmentation capabilities not supported by CleverTap.

  • CleverTap needed to update its Segment Builder to stay relevant and competitive in the market, matching or surpassing the features offered by competitors like Amplitude and Braze.

Here are some instances of the current Segment Builder, as seen in Segment, Campaigns and Journeys. 
Soon to be replaced by Segment Builder 2.0.

Introducing Segment Builder 2.0

Here comes Segment Builder 2.0 with these exciting updates:

  1. Flexible Rule Combinations: Enables mixing and matching user events and user property rules, leveraging AND/OR operators, allowing for more precise and tailored audience creation.

  2. Nested Rule Groups: Gain unparalleled control over the segmentation with the ability to nest groups of rules.

  3. Sleek, User-Friendly Interface: The newly designed UX simplifies the selection process of event, event property, and user property rules, making the user's segmentation efforts faster and more efficient across various platform sections, including Journeys, Campaigns, Reminders, and more.

What do we want to achieve with Segment Builder 2.0?

The primary goals of Segment Builder 2.0 are:

  1. Achieve Feature Parity: Match and exceed the advanced segmentation capabilities of Leanplum and other competitors like Amplitude and Braze, ensuring customers can perform complex segmentation tasks.

  2. Facilitate Customer Migration: Enable seamless migration of Leanplum customers to CleverTap by supporting all necessary segmentation features.

  3. Improve User Experience: Provide a more intuitive and user-friendly UX for creating and managing segments - including bulk actions like cloning, deleting, and changing status.

  4. Ensure Backward Compatibility: Maintain compatibility with existing segments to ensure a smooth transition for current users.

Segment Builder 2.0 in Segments, Campaigns and Journeys [Protected by NDA]

How are we progressing so far?

​Here's what the outcome and impact of Segment Builder 2.0 looks like:

  1. Feature Parity Achieved: Achieved 100% competitive and migration feature parity, moving on to the Private Beta phase.

  2. Migration on Track: Facilitating the seamless migration of 120+ customers from Leanplum to CleverTap, with the process progressing smoothly.

  3. Enhanced User Satisfaction: Improved user satisfaction by offering more flexible and powerful segmentation tools, allowing for more precise audience targeting and campaign management. This was evident in the improved NPS scores with users in Private Beta.

  4. Active Feedback Collection: Tracking user metrics and actively collecting feedback to refine the tool further.

Who says what about Segment Builder 2.0?

Hear from our users about their experiences with Segment Builder 2.0:

​

"I am very fond of the new segmentation tool 👏

We have so many ways our users can behave... it's crucial with this option to do the more complex segments."​

Head of CRM, at one of our key customers

​

"Team Shahid.net is happy with Segment 2.0. Have termed it as a much-required development. Thanks for turning things around at such a short notice."​

Customer Success Manager aligned with Shahid.net

What do we plan to do next?

​Here are the next steps, in no particular order for Segment Builder 2.0:

  • User Feedback Sessions: Plan to conduct a series of user feedback sessions with customers in Private Beta by mid-2024

  • Design QA: Ensuring the implementation closely matches the designs through several rounds of Design QAs.

  • Continued Improvements: Using the feedback to make continuous improvements and ensure the tool meets user needs effectively.

What did I learn from this project?

  • Iterative Design: Learned to prioritize design decisions based on business needs and technical feasibility, driving better outcomes. Valued continuous user feedback for feature refinement.

  • Flexibility and Use Cases: Applied experience from designing Global Filters at Sprinklr to handle varied use cases, emphasizing the need for flexible tools to meet diverse user needs.

  • Comprehensive Testing: Recognized the importance of thorough testing to ensure a smooth user experience.

  • Collaboration for User-Centric Products: Facilitated and led conversations with stakeholders in San Francisco, Sofia, and Mumbai, aligning Design, Product, and Dev teams. Effective teamwork was crucial for shipping user-centered products.

Explore more of my work:

🤓 NDAs limit what I can share here. I’d love to discuss the project in-depth and present the design prototype in a secure setup. Feel free to reach out if you need more context to evaluate my candidature.

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