Building Smarter Segments

A User-Centered Redesign of Data Segmentation Tools

Role: Lead UX Designer

Scope: I was in charge of the for the Segment Builder, from research and ideation to final delivery

Team: I collaborated with 2 Product Managers, my design manager, the design team, and 1 Front End Engineer

Timeline: Originally kicked off in 2022 and launched in early 2025

Tools: Figma (design), Slack (async feedback), Zoom (weekly team reviews)

Though the Product Managers and Engineering Managers led other aspects of the project, I was fully responsible for delivering the design.

Project at a Glance

I led the end-to-end redesign of Revinate's Segment Builder, improving its flexibility, usability, and integration with multiple Revinate apps. This redesign empowered teams to create more refined, dynamic segments across platforms, ultimately driving better-targeted marketing and operational workflows. The project is praised for its user-centric design and scalability, serving the needs of marketing, sales, and operational teams alike.

Context & Problem

The old Segment Builder was a functional tool but had several critical limitations:

  • Siloed data: Each app in Revinate (Marketing, Reservation Sales, Ivy) displayed isolated guest data, making it difficult to create unified, cross-app segments
  • Rigid Interface: The previous tool didn’t allow for the flexible stacking of filters and conditions, limiting users’ ability to create complex, customized segments
  • Cumbersome Workflow: Users had to manually adjust and tweak segments with limited feedback on how their changes impacted segment results, leading to inefficiencies
  • Limited Insight and Actionability: The tool offered basic segment creation but lacked advanced features for editing or resolving guest profile data directly within the tool

At the same time, Revinate was evolving its product ecosystem, transitioning toward a unified platform where data would be shared across all apps. This shift required rethinking how data should be segmented and displayed to better support marketing and sales teams' goals.

Goals & Success Metrics

  • Unify segmentation data across Revinate apps to provide marketing and sales teams with a consistent, comprehensive view of guest data
  • Improve segmentation flexibility by enabling advanced filtering (AND/OR logic) and supporting more complex segmentation conditions.
  • Streamline user workflow by simplifying segment creation, providing real-time feedback, and making the tool more intuitive.
  • Support new data types such as transactions, loyalty tiers, and guest preferences, making the tool extensible for future needs.
  • Lay the groundwork for future growth by designing a tool that could scale with new data sources, like third-party enrichment and advanced predictive analytics.

Design Process

The redesign was driven by feedback from two Product Managers who gathered insights from users, as well as input from my design manager, the design team, and a Front End Engineer. Key pain points included:

  • Limited Filter Options: Users struggled to create more granular segments, which hampered their ability to engage specific guest behaviors effectively.
  • Complex Interface: The user experience was not intuitive, particularly for non-technical users, leading to inefficiencies.
  • Data Siloing: There was no unified view of guest data across Revinate’s apps, making segmentation across platforms difficult.

This feedback was critical in shaping the new design, with the goal of improving flexibility, usability, and integration across apps.

Strategic Design Decisions

I focused on making the tool more flexible, user-friendly, and capable of supporting future scalability. Key design decisions included:

  • Advanced Filter Stacking: Users can now combine filters (using AND/OR logic) to create highly targeted segments, such as “Guests who stayed within the last 6 months AND spent more than $500 on F&B.”
  • Modular Data Layout: Information was grouped into self-contained cards for better scanning and easier future expansion (e.g., adding new data types like spa or restaurant transactions).
  • Real-time Feedback: Users can now see immediate feedback on how segment changes impact the profile data, ensuring they make more informed decisions.
  • Seamless Data Integration: The redesign integrates guest data across apps, allowing users to create segments based on cross-platform behavior, reducing data silos.
  • Inline Editing: Users can now directly edit guest profile data within the tool, reducing the need for back-and-forth between systems.

Key UX Improvements

#1 Visual Design

Previous Design: Cluttered interface, outdated hierarchy

New Design: modern, modular design with clear visual hierarchy. This allows for unified, cross-app segmentation with real-time data updates.

#2 Filter Options

Previous Design: Limited and rigid

New Design: Advanced filter options with AND/OR logic

Challenges

  • Complex Profile Merging: Designing a UI that handled conflicting data from multiple sources without overwhelming the user was a significant challenge.
  • Balancing simplicity with depth: The tool had to support both basic users (marketing) and advanced users (sales, operations) without complicating the interface.
  • Designing for scale: Ensuring that the design would support future data types (e.g., spa, restaurant transactions) without major redesigns.
  • Cross-Functional Collaboration: Collaborating with three different Product Managers over the course of the project required flexibility in communication and frequent alignment on the project’s goals.

Outcome & Feedback

The redesigned Segment Builder has delivered significant improvements in both usability and efficiency, with measurable benefits for the marketing, reservation sales, and operations teams. Key impacts include:

  • Improved Segmentation Efficiency:
  • The new design enables users to create and refine segments much faster, reducing the time spent building and managing audience segments. The ability to stack filters and use more advanced criteria has made segmentation more precise and less time-consuming.
  • Users can now create more targeted segments based on behaviors, preferences, and transactional data, leading to more effective campaigns and operational strategies
  • Enhanced Targeting and Personalization:
  • With the new dynamic filters and AND/OR logic, marketing teams can now engage specific guest segments based on granular conditions like past booking behavior, engagement history, and lifetime spend. This has resulted in better-targeted marketing campaigns that resonate more with customers
  • For the reservation sales team, the ability to segment guests based on booking history and other engagement data has improved their ability to offer personalized services and upsells, leading to increased customer satisfaction and revenue
  • Unified Data Across Apps:
  • By integrating guest data across multiple Revinate apps, the new Segment Builder has eliminated data silos, providing a holistic view of each guest. This cross-app integration ensures that marketing, reservation sales, and other teams are working with consistent and up-to-date data, improving collaboration and decision-making
  • Increased User Adoption:
  • The updated interface has significantly improved user experience, making it easier for both technical and non-technical users to create segments. The card-based design, real-time feedback, and intuitive controls have led to higher adoption rates across teams, with fewer training requirements
  • Feedback from users has been positive, noting that the tool feels faster, more flexible, and easier to navigate compared to the old version
  • Business Outcomes:
  • The new Segment Builder is expected to have a long-term impact on customer retention and revenue growth. By enabling more precise targeting and personalized engagement, Revinate can better meet the needs of its clients, leading to higher customer satisfaction and loyalty
  • Early data suggests that the new builder has improved campaign performance and guest engagement, with users reporting an increase in conversion rates for targeted promotions and upsells

Reflection

This project allowed me to lead a cross-functional design initiative, where I applied insights gathered from stakeholder feedback, support tickets, and use-case documentation. Although I did not conduct direct user interviews, I effectively used the indirect feedback from Product Managers and other internal teams to shape the design.

By collaborating with PMs, engineers, and designers, I learned how to balance user needs with technical constraints, design for scalability, and ensure the tool aligned with business goals. The iterative design process helped me refine my ability to advocate for user-centric design, even when I didn't have direct access to the end-users.

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