ICE Platform

An intuitive and accessible experience for business users, introducing straightforward and less technical creation of sales and marketing use cases through AI-based predictive template personalization.

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COMPANY

Session AI | prev. ZineOne

ROLE

Founding Designer

TIMELINE

Mar 2019 - Feb 2020

TOOL

Sketch

KEY

UX Design • UX Research • AI • ML • Predictive Marketing • Intelligent Customer Engagement • Agile • Real-time Personalization

ABOUT SESSION AI

Session AI's Intelligent Customer Engagement (ICE) platform provides enterprises with real-time intelligence about each customer, empowering them with in-the-moment insights based on past behaviors, real-time signals, and current environmental variables, using real-time stream processing and event correlation.

The platform, designed for large retail, restaurant, hospitality, and banking enterprises, ensures seamless interaction with visitors at scale, solving the challenge of personalized omnichannel engagement while they are most likely to respond.

It can predict intent with up to 92% accuracy by the 5th click or tap and can be deployed across multiple channels – in-store, web, mobile app, chatbot, smartwatch, ATMs, PoS, kiosks, on-site, and more.

PROBLEM STATEMENT

Session AI's user experience was optimized for the solutions developer – a technical platform user comfortable writing JavaScript code to prepare, test, and deploy personalized customer experiences.

The ICE Platform requires users to understand many components, including events, event enrichment using code, segments, triggered interactions, scheduled interactions, and more. Combined, the technical coding and many components introduce far too much complexity in the user experience for a business or marketing-focused user.

GOAL

The goal was to hide the complexity of the underlying components from the business user, such as event enrichment using code and post-action scripting. Thus, allowing them to focus on the customizations they care about - will help create the best customer interactions and experiences at the right moments.

DISCOVERY & RESEARCH METHODS

Competitive Analysis

Whiteboarding

Information Architecture

Customer Journey Mapping

Customer Interviews

Prototype Testing

0-1 PRODUCT DESIGN

I. Building a Shared Understanding

The initial discovery process would involve spending entire days whiteboarding with the VP of Product, CPO, and CTO to build a shared understanding of the product vision and our challenges.

We spent straight days carrying out whiteboarding exercises before committing to building anything. Early in the process, aligning the team on what we were pursuing was key to scaling our product in the right direction.

II. Asking Questions

It was imperative to get the most out of the stakeholders and have them be part of the process. We asked as many questions upfront as possible so we could understand the bigger picture and the finer details about the requirements.

As the founding designer and facilitator of the exercise, I got to make the call as to when we would move from asking questions to the design or wireframing phase.

III. Agile Methodology

Gathering the requirements and making quick decisions along the way — whiteboarding helped boost my agility in breaking down and solving complex problems. Gaining this skill is invaluable and taught me to act rather than remain in 'analysis paralysis.'

IV. Thinking Out Loud

It was mandatory during the whiteboarding exercises to think out loud and describe the process as we went along. It enabled me to develop the ability to tell stories better and bring the stakeholders to the heart of the problem and solution.

V. Adapting Quickly

Even though it feels like work, there is something quite exciting and energizing about getting from discovery to prototype in hours.

Part of the process was identifying that we needed to have all the knowledge, that there were a lot of assumptions, and that we needed to adapt quickly.

VI. Cost-effective & Collaborative

Whiteboarding is one of the most cost-effective exercises one can run with one's team to reduce uncertainty in project development.

It is effortless in terms of additional resources required, quick to iterate, and collaborative by nature.

Whiteboarding

KEY FOCUS AREAS

What is the context of use? Where do the behaviors occur?

What information does the user have at hand?

What would be some device/artifact constraints?

What are the business objectives behind the solution?

What technical constraints could the team face during implementation?

Before

After

REAL-TIME OFFERS (RTO) DASHBOARDS

RTO dashboards were designed to summarize marketing analytics, KPIs, and metrics using data visualizations to give business stakeholders a real-time window into the progress toward marketing goals.

The dashboards are customized for different businesses' unique marketing goals and are updated frequently.

CAMPAIGN MANAGER MOBILE APP

The Campaign Manager app was designed for Session AI retail customers, such as Kohl's, which helped set up and edit the configurations for each RTO campaign, provided an overview of already configured campaigns, and displayed the performance details using funnel charts and infographics.

KEY CONTRIBUTIONS & IMPACT

25+

Workflows

Steered the redesign process of the Session AI ICE Platform from end-to-end, overhauling the business user experience by proposing designs for new navigation and icons, creating more than 25 workflow screens across the platform, and re-skinning the overall color palette.

Fortune 500 Logos

Mock-ups provided for the Real-Time Offers (RTO) Dashboard drove sales pipeline conversions with key Fortune 500 logos like Kohl's, L'Oréal, Verizon, Target, and more.

Process Improvements

Product and cross-team process improvements include whiteboarding, prototype testing, establishing new practices for handing off final designs to engineers and UI developers for implementation, introducing a design system, and so on.

The ICE Platform

LEARNINGS

I led the design review of the ICE Platform's user interface (UI) to establish a uniform look and feel for all key UI components. The components lacked visual and functional consistency, which needed to be established across the platform to eliminate confusion and improve the learnability and usability of the product.

The introduction of design systems was a relatively new aspect of the process at Session AI, and its success relied on my staying a committed advocate.