Designing a Unified Customer
Profile for Scalable Data Visibility

Turning complexity into clarity across apps and teams

Role: Lead UX Designer

Scope: Full ownership of the redesigned profile experience redesign, from research and concept to delivery

Team: I collaborated with 3 different PMs over time, engineers, and 2 other designers

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

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

Despite being junior at the time, I was entrusted with a high-impact, cross-functional project that laid the foundation for a core product.

Project at a Glance

I led the end-to-end redesign of a unified customer profile system, transforming a fragmented, outdated interface into a modern, scalable system. This new design unified guest data across platforms, improved usability, and laid the foundation for future intelligence features, earning praise from engineers, product stakeholders, and the sales team. Though built for hospitality, the design solves universal data challenges seen in CRM, B2B, and SaaS platforms.

Context & Problem

The company’s original RGP lived inside the Marketing App and presented several critical issues:

  • Siloed data: Each of the company's products (Marketing, Reservations, Feedback, etc.) displayed its own isolated guest view.
  • Fragmented UX: Users had to click through multiple tabs to find useful information without a cohesive visual hierarchy.
  • Low actionability: Users couldn’t edit data easily or resolve issues in merged profiles.
  • Limited insight: Key guest behaviors, loyalty, and feedback data were buried or unavailable.

At the same time, the company was launching a new Guests App to centralize profile management. This was major shift in the product ecosystem that required rethinking how guest data should be structured, displayed, and maintained across teams.

Goals & Success Metrics

  • Unify guest data across the company’s apps with a single, scalable profile system
  • Improve clarity and hierarchy to help users quickly assess guest value
  • Enable in-context editing and direct messaging to streamline user workflows
  • Support new data types such as transactions, loyalty tiers, and guest preferences
  • Lay the groundwork for future intelligence, like guest scoring and look-alike modeling

Design Process

The redesign was grounded in practical insights from multiple sources, including support tickets, stakeholder feedback, and weekly design reviews. I collaborated closely with my PM, Chief of Design, and design teammates to validate use cases and align design decisions with technical and business requirements outlined in the product documentation.

I also explored UI/UX patterns from other enterprise platforms to inform layout, hierarchy, and scalability decisions.

Strategic Design Decisions

I focused on transforming a fragmented, static profile into an actionable, scalable system that served multiple user roles (marketing, sales, operations). Key design decisions included:

  • Tab-Based Navigation: Organized data into logical tabs (Reservations, Preferences, Feedback) to reduce cognitive load and support modular expansion.
  • Inline Editing: Enabled users to directly update profile details without leaving the view, speeding up workflow efficiency and minimizing errors
  • Modular Data Cards: Grouped related information into self-contained cards, making the UI extensible for new data types without redesign.
  • Dynamic Merged Profiles: Designed a flexible profile view that clearly shows when data is merged, with user control over primary fields.
  • Visual Hierarchy: Prioritized key guest metrics (lifetime spend, nights stayed) at the top for immediate context.

I continuously balanced user needs against technical constraints, advocating for designs that could scale as the company expanded its product suite.

Research & Feedback

While no formal user interviews were conducted, the redesign was deeply informed by:

  • Ongoing support tickets and stakeholder feedback
  • Internal reviews with my PM, Chief of Design, and design teammates
  • Use-case documentation and technical constraints in the PRD

Key UX Improvements

#1 Visual Design

Flat, outdated, poor hierarchy

Modern card layout, strong visual structure

#2 Editing & Ownership

Static data with no clarity

Inline editing + primary field selection to indicate merged profiles and data

#3 Insights

Metrics buried or missing

Lifetime spend, nights stayed, segment info featured upfront

#4 Data Depth

Limited types

Now supports feedback, transactions, preferences, and 3rd-party enrichment

#5 Scalability

Rigid UI

Built to accommodate future types like spa or restaurant reservations

Challenges

  • Merged profile complexity: Designing logic and UI patterns for conflicting data from multiple sources.
  • Balancing simplicity with depth: Serving marketers, ops teams, and sales agents without overloading the UI.
  • Designing for scale: Supporting new data types and profile behaviors across a growing platform.
  • Adapting across PMs: Over the course of this project, I worked with three different PMs and learned how to flex my communication style accordingly.

Outcome & Feedback

  • Launched: Early 2025
  • Expected Impact: The redesign aimed to reduce support tickets related to profile confusion, speed up guest management workflows, and increase adoption of the new Guests App across teams.
  • Internal Praise: Sales, Support, and Engineering teams praised the design’s clarity, usability, and scalability.
  • Engineering Feedback: Developers specifically noted how easy the new design was to implement and extend, thanks to the modular card system and clear data structure.

Reflection

This project taught me how to lead a complex and cross-functional design initiative, not just as a UI designer, but as a strategic partner. I leaned into weekly design reviews, adapted to changing leadership across three different PMs, and built trust across teams by seeking feedback early and often.

I also strengthened my ability to balance user needs, technical constraints, and business goals. For example, I advocated for a scalable card-based layout that could support future data types without major redesigns — a decision that was later praised by engineers for its flexibility.

This project demonstrated my ability to lead high-impact design work at a senior level, including:

  • Navigating and balancing conflicting stakeholder needs.
  • Designing scalable systems that align with product strategy.
  • Anticipating future growth and designing for flexibility.
  • Effectively communicating with technical teams to ensure smooth implementation.
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