Lytics is a customer data platform (CDP) for enterprise marketing and ad tech stacks. Attlassian, Nestle, General Mills, The Economist, Heineken, and other leading companies use Lytics to build real-time custom profiles that deliver personalized digital experiences and 1-to-1 marketing campaigns.
Lytics’ core product, a machine learning Decision Engine, suffered from product legacy issues such as poor UX, inadequate accessibility, and inconsistent UI design. The internal team was overstretched, often resulting in delayed features and critical updates. Internal research also revealed that customers weren’t getting the most out of the platform, often using the product as merely a data link and not a CDP. I led all phases of the project, while also serving as a co-designer. Two designers and myself augmented the lean product team and collaborated directly with the President, VP of Product, and Chief Data Scientist, as well as a core team of developers. To further inform design decisions, we delivered a UX audit of the existing Decision Engine and established a roadmap of quick wins and future UX improvements.
Our overall goal was to lay the groundwork for a best-in-class enterprise experience and accelerate the design delivery of two new products. We designed Cloud Connect and Conductor from T to B using iterative 2 week sprint cycles with the internal dev team. Working within the set of constraints like legacy visual design, we evolved the UI for all three core products to implement UX enhancements and develop an articulated design system to ensure a cohesive experience across all products.
Client
Lytics
Agency
Council
Role
Design Direction, UX Strategy
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