Scalable Multi-Product Suite,
Scalable Multi-Product Suite,
Eskimoz
Eskimoz
LATE STAGE, 15M RAISED
ADTECH, DIGITAL MARKETING
LATE STAGE, 15M RAISED
ADTECH, DIGITAL MARKETING
Overview
Eskimoz was scaling globally, but our internal tools weren't keeping up. Users were juggling multiple channels through a disjointed interface that made data management feel like a chore. I led an eight-month transition from these fragmented legacy tools into a unified, AI-driven platform. My goal was simple: remove the friction that was slowing down our team and hindering our growth.
Research
I moved away from the big bang release model to protect our engineering bandwidth and keep stakeholders aligned. Instead, I built a staged roadmap that tackled the most painful friction points first:
P 1: Standardising navigation and core data visualisations.
P 2: Consolidating multi-channel insights and automating reports.
P 3: Scaling the logic through a global design system.
Challenges
Merging several distinct marketing tools into one interface wasn’t just a UI task; it was a logic puzzle. I had to reconcile different data structures and reporting rules while making sure the platform stayed accessible for executives but powerful enough for daily power users. We also had to manage complex permission tiers without overcomplicating the user experience.
Key Solutions
I focused on a logic-first architecture to build trust and speed.
→ Replaced disruptive modals with expandable rows to keep users in their flow
→ Introduced a central hub for rapid management of large-scale datasets
→ Designed clear cues to highlight modified data, eliminating guesswork
→ Implemented manual switches for critical actions to prevent accidental errors
Impact
By focusing on the user’s cognitive load rather than just adding features, we saw a massive shift in how the platform performed.
→ 45% faster time-to-action and 40% shorter engineering cycles
→ 70% fewer support tickets and a 38% reduction in user errors
→ 32% increase in adoption and 18% higher customer retention
Scalable Multi-Product Suite,
Scalable Multi-Product Suite,
Eskimoz
Eskimoz
LATE STAGE, 15M RAISED
ADTECH, DIGITAL MARKETING
LATE STAGE, 15M RAISED
ADTECH, DIGITAL MARKETING
Overview
Eskimoz was scaling globally, but our internal tools weren't keeping up. Users were juggling multiple channels through a disjointed interface that made data management feel like a chore. I led an eight-month transition from these fragmented legacy tools into a unified, AI-driven platform. My goal was simple: remove the friction that was slowing down our team and hindering our growth.
Research
I moved away from the big bang release model to protect our engineering bandwidth and keep stakeholders aligned. Instead, I built a staged roadmap that tackled the most painful friction points first:
P 1: Standardising navigation and core data visualisations.
P 2: Consolidating multi-channel insights and automating reports.
P 3: Scaling the logic through a global design system.
Challenges
Merging several distinct marketing tools into one interface wasn’t just a UI task; it was a logic puzzle. I had to reconcile different data structures and reporting rules while making sure the platform stayed accessible for executives but powerful enough for daily power users. We also had to manage complex permission tiers without overcomplicating the user experience.
Key Solutions
I focused on a logic-first architecture to build trust and speed.
→ Replaced disruptive modals with expandable rows to keep users in their flow
→ Introduced a central hub for rapid management of large-scale datasets
→ Designed clear cues to highlight modified data, eliminating guesswork
→ Implemented manual switches for critical actions to prevent accidental errors
Impact
By focusing on the user’s cognitive load rather than just adding features, we saw a massive shift in how the platform performed.
→ 45% faster time-to-action and 40% shorter engineering cycles
→ 70% fewer support tickets and a 38% reduction in user errors
→ 32% increase in adoption and 18% higher customer retention