Marketing automations based on consumer behavior

Problem to solve

Small to medium-sized businesses use multiple services for digital marketing. Monitoring customers across all of these services was time consuming and disjointed.


A platform where marketers can connect all of their services and monitor marketing efforts in one place. Marketers can create robust automations across multiple services based on their customers’ actions.

My role

Lead UX/UI design

Analytics dashboard of an automation rule that adds customers to an email list after they attend a webinar and make a purchase.

Each lead is tracked when they move through an automation rule. A dashboard displays automation rules and highlights the third-party integrations used.

Dashboard of marketing automation rules.

Aligning with an ‘if this, then that’ mindset, creating a rule started by creating a segment, then applying the actions to take place once a lead meets the segment criteria.

Creating a segmentation for an automation rule in the rule builder.
Adding an action to an automation rule in the rule builder.

Connecting third-party integrations needed to be simple. Using setup wizards provided the hand-holding needed for complex connections.

Connecting APIs through a setup wizard.

Mapping out what each integration’s API was capable of was a collaborative effort with developers. Mapping out the language that was to appear in the UI to edit the actions and settings was an exercise in and of itself.

Diagram of exploring the language used on the UI controls based on what was accessible in the API.

Early iterations revealed that creating rules that followed a conversational structure was not going to be scalable. User testing also confirmed that our users were already used to a more ‘bulleted list’ form structure.

Diagram of actions and data available from an API.