Project Context
Problem
Users needed a way to build and refine audience segments using backend data, but the existing interface lacked functionality and was difficult to use.
Solution
Redesigned List Gen Insights into the Consumer Audience Builder (CAB) tool by adding features from the backend API and creating an intuitive UI to streamline audience segmentation.
Audience
Marketers who rely on segmentation tools to create highly targeted advertising campaigns.
Project Type
Full-time Professional Experience
Constraints
Pre-existing backend constraints
Time Frame
3 Months
My Role
User Experience Researcher
UX & User Interface Designer
Team
Interdisciplinary Versium team
Project Breakdown
01
Problem Context
The original tool, ListGen Insights, allowed basic audience creation but lacked advanced pre-existing filters available for API users.
Front-end users were unable to access critical options, making audience building inefficient and limiting the tool’s value. Product Designers identified an opportunity to expand capabilities and improve user experience.
Figure 1: The original ListGen Insights interface offered only 8 filters with a cluttered design and limited audience segmentation functionality, making advanced features inaccessible to most users. In contrast, the redesign surfaced over 80 API filters directly in the UI, greatly expanding filtering options.
02
Research Process
Collaborated with product managers, developers, and customer support to gather technical requirements and understand user pain points. Conducted user interviews with marketers to determine their needs for refining audience segments and improving usability.
Synthesis
Insights showed that users required greater control over segmentation while maintaining a clear, easy-to-navigate workflow. Key features from the backend API needed to be surfaced in the UI, with toggles and options for flexibility.
See the Pen Hybrid drill-down Pie/Bar chart by Lsexton (@Sextonl2) on CodePen.
Figure 2: As part of early research, I created this interactive pie and bar chart prototype to explore how users might navigate and understand over 80 audience filters. The goal was to test visualization patterns that could surface dense segmentation data in a more approachable, scannable format. Try interacting with the pie chart by clicking on its segments.
03
Design
The design phase focused on creating an intuitive interface that would simplify complex audience data. Key design decisions included:
- Creating a modular, user-friendly interface that made advanced segmentation accessible without overwhelming users
- Adding toggles and filters to expose backend functionality while keeping the UI clean
- Conducting iterative prototyping and usability testing to refine the design based on feedback
Figure 3: Feedback from marketers and internal stakeholders informed the addition of filter toggles, and pagination.
04
Deliverable
A redesigned Consumer Audience Builder tool that enabled users to build, refine, and export audience lists seamlessly, with expanded backend functionality integrated into the UI.
Outcome
- Post-launch: CAB became a top-performing product with dramatically increased adoption rates
- Delivered 10x expansion in filtering capabilities (8 → 80 filters), earning strong positive feedback for improved usability
- Successfully transformed an underutilized tool into one of the platform’s most popular features