B2B SAAS platform redesign
Relay42 — data driven marketing platform
Client: Relay42
Duration: May 2017 – November 2018
Role: Establish design process, redesign web platform, create design system
Overview
Redesigned the advanced tagging and data management software platform that enables marketers to set up campaigns for their customers — making it accessible to non-technical users without compromising functionality for power users.
Impact
- Sales team found it significantly easier to demonstrate platform capabilities to prospects
- Marketing partners began independently setting up campaigns
- New employee onboarding reduced from 3 weeks to 1 week
- Designer gained deep insight into behavioural tracking and user profiling
Challenge
The platform was built by and for technical users. The redesign needed to open it up to non-technical marketers while preserving the depth that power users relied on.
Research
- Client, support team, and account manager interviews
- Hotjar and Google Analytics for behavioural tracking
- User feedback collected via Intercom during development
- Design workshops with sales and development teams
Users
Two distinct groups with a shared goal — efficiently setting up campaigns and targeting the right audiences:
| User type | Needs |
|---|---|
| Non-technical marketers | Simplified, guided experience |
| Technical power users | Full code-embedding and customisation capabilities |
Design Challenges
Challenge 1 — Campaign Health Overview
Designed a visual dashboard displaying campaign performance statistics, with colour-coded arrows indicating dropout rates and customer journey routes at a glance.
Challenge 2 — Analytics Deep-Dive
Built an interactive node-selection interface enabling detailed analysis of user behaviour trends at specific steps in the journey.
Challenge 3 — Audience Selection Rules
Redesigned the OR/AND rule interface with colour-coded icons that prevent users from accidentally creating inverted rules — a common error in the previous version.
Challenge 4 — AI Integration
Introduced AI-powered recommendations for customer journey construction, displayed with accuracy ratings to build user trust and encourage adoption.
Challenge 5 — Onboarding Design
Created progressive onboarding guidance that teaches users core functionality through educational pop-ups appearing at contextually relevant moments — rather than front-loading all instruction.
Methods & Tools
Methodologies: User interviews, behavioural analytics (Hotjar, Google Analytics), usability feedback (Intercom), design workshops, design system creation
Tools: Sketch, Hotjar, Google Analytics, Intercom
Testimonial
Celia Goletto, Account Executive @ Relay42
"Impressed by ability to gather ideas and integrate feedback from various departments… works very fast and has genuine curiosity."