SESSION AI · ENTERPRISE AI · PRODUCT DESIGN
Making enterprise AI self-service for non-technical marketers
Marketers depended on technical teams to configure personalized campaigns, turning a marketing task into a process that could take weeks. I redesigned the workflow around how marketers think, make decisions and manage complexity.
01 · THE CHALLENGE
The product exposed its technical model instead of the marketer’s mental model.
Marketers understood who they wanted to reach and what experience they wanted to create. But launching a campaign required technical configuration, specialist handoffs and repeated clarification.
Before · Technical configuration and dependencies shaped the experience.
02 · WHAT I LEARNED
Users didn’t need the system simplified away. They needed complexity reorganized around their decisions.
03 · DESIGN DECISION
01
Reorganize campaign creation around three familiar decisions.
Instead of teaching users the platform’s architecture, I structured campaign creation around the questions marketers were already asking: who should I target, what should happen, and when should it happen?
BEFORE · SYSTEM MODEL
Configuration-first
-
Technical targeting parameters
-
Implementation dependencies
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Fragmented setup stages
-
Specialist knowledge required
AFTER · USER MODEL
Decision-first
Target
Who?
Act
What?
Schedule
When?
Supporting evidence · Audience decisions are grouped into one understandable step.
02
Use AI to accelerate decisions without removing human control.
The goal was not maximum automation. Recommendations needed to reduce setup work while remaining understandable, adjustable and reversible.
System guidance appears beside the decision.
Supporting information makes the result interpretable.
Users can change inputs and refine the result.
The final decision remains with the marketer.
03
Keep advanced capability, but simplify how users encounter it.
Complex campaign configuration could not simply disappear. I focused on making controls visible, contextual and progressively available instead of exposing technical depth all at once
Direct manipulation
Turn implementation choices into visible product controls.
Progressive disclosure
Show deeper configuration only when the current decision requires it.
Immediate consequence
Help users understand what a setting changes before committing.
Act · Campaign creation moves into a visual product workflow rather than an implementation handoff.
04 · REFINING TRIGGER CONFIGURATION
Research showed that flexibility was overwhelming users.
The first trigger builder exposed a long configuration screen with repeated dropdowns, compound AND/OR logic and large option sets. Users had to understand the trigger engine while also trying to think about the campaign they wanted to create.
RESEARCH FINDING
Users were confused and overwhelmed by the number of dropdowns, long screens and AND/OR combinations.
VERSION A · CONFIGURATION - FIRST
The interface exposed the trigger engine
Long configuration form
Repeated dropdowns
AND / OR rule logic
VERSION B · DECISION - FIRST
The interface surfaced familiar choices upfront
Choices visible upfront
Page Type / User Behavior separated
Detail appears contextually
How might we preserve targeting flexibility while making the most common trigger decisions immediately understandable?
DESIGN QUESTION
Version A exposed the configuration model.
Version B exposed the choices marketers needed to make.
05 · BRINGING THE WORKFLOW TOGETHER
From audience definition to launch, each campaign decision stays inside one guided workflow.
01 · Target
Define who
01.1 · Target Audience
Define who
01.2 · Target Trigger
How to show
02 · Act
Create experience
03 · Schedule
Set conditions
FINAL REVIEW
See the customer-facing result before launch
Preview closes the gap between configuration and consequence, giving marketers a final review point before publishing.
Marketers could move from defining an audience to reviewing the customer-facing experience without handing the workflow off to a technical team.
06 · OUTCOME
From expert dependency to independent campaign creation.
CONCLUSION
The redesign didn’t simply remove steps. It changed the product from an expert-dependent technical workflow into a system marketers could understand and operate themselves.