I've been working on the Architect as its Product Design Lead for the Architect. Prior to this, I contributed as a Senior Product Designer, leading Scrum teams with a focus on innovation and excellence. As the dedicated area owner, I have relentlessly driven the success of the Product Design and UX Research teams for the Architect product area since 2022. My leadership has been focused on positioning product design as a core driver of our development process, enhancing user experience, and fueling growth and improved retention across our platform.
What I've Been Doing as a Design Leader
As a leader in this role, I've focused on aligning the company's and the strategic vision with operational excellence to build a collaborative environment that drives innovation and delivers measurable results.
I lead a team of over 10 product designers across multiple product teams, guiding their growth and development through a personal yet structured approach that supports their professional development while staying true to strategic goals. I champion cross-functional collaboration by connecting teams, departments, and roles across our complex, matrixed structure, which helps eliminate blockers and strengthen teamwork.
On the team, I developed and shared design strategies that improved UX quality, scores, and product retention, as evidenced by zero product churn attributable to user experience. Furthermore, turnover among design team members has decreased significantly; in turn, the team's maturity and autonomy have increased significantly.
Beyond my teams, I also focus on developing, mapping, refining, and optimising departmental workflows to adapt to evolving needs, and I support the onboarding and training of product teams with comprehensive plans and materials.
Since I joined the team, the product has grown exponentially, reaching several milestones and learning valuable lessons. It has transformed from a fledgling product trying to find its place in the market into something state-of-the-art by industry standards.
About the Product: What's Architect?
Insider's Architect is a cross-channel campaign orchestration platform designed to help marketers create personalised, automated customer journeys across multiple channels. It integrates data, AI-powered insights, and automation to enable businesses to deliver seamless, highly targeted customer experiences.
The Architect is known as the most versatile journey builder in the global market (#1 as per G2 Rankings, IDC Marketscape & Gartner Report) because it enables the utilisation of every cross-channel operation across all possible marketing scenarios. It enables marketers to engage with the customers by allowing them to create journeys for all the scenarios they might ever need to cover, such as:
Customer Journey Mapping: Architect provides a drag-and-drop interface to map out customer journeys. Marketers can design campaigns that adapt to user behaviour in real time, ensuring the right message is delivered at the right moment.
Cross-Channel Orchestration: Architect supports integration across multiple channels, including email, web, mobile apps, push notifications, SMS, WhatsApp, and more, ensuring consistent communication across platforms.
AI-Powered Recommendations: The platform leverages AI to predict customer behaviour, dynamically segment audiences, and provide personalised recommendations, ensuring relevance at scale.
Real-Time Triggered Campaigns: It enables real-time response to customer actions or inactions (e.g., cart abandonment, product views) with automated campaigns designed to re-engage users.
A/B Testing and Analytics: Architect includes built-in analytics and A/B testing capabilities, allowing marketers to optimise campaigns by analysing performance data and making data-driven decisions.
Integration with Existing Ecosystems: Architect can integrate seamlessly with CRM, data platforms, and other marketing tools to leverage existing data and workflows.
"We designed Architect based on a collective of needs: those of the users, those of the marketers and those of the brands. We looked up to our partners and heard their feedbacks with care; we aligned our in-house data experts to understand the singular needs of the eighteen regions we’re currently settled. Architect speaks to a global market, it stands for personalized, contextual and in-time communication, all of that while helping marketers achieve their most challenging KPIs. With it, building the perfect journey has become a reality and the approach is rather easy to understand. Every journey has four main components..."
As shown in the image, Insider products, spearheaded by Architect, are ranked top in every industry metric.