My Role
I've been working on the Architect as its Product Design Lead and formerly Senior Product Designer since joining Insider in 2021.
As an area owner, I lead the Product Design and UX Research teams for the Architect + Sirius AI product area at Insider since 2022. I played a pivotal role in dedicating the product design roles as an novel and integral part of the product development teams and processes to improve the user experience quality of the product to ensure growth and retention.
Key Responsibilities
This leadership role has allowed me to blend strategic vision with operational excellence, fostering a collaborative environment that drives innovation and delivers measurable impact.
1. Team Leadership: Managing a team of 10+ product design professionals across multiple product teams.
2. Driving Strategic Initiatives: Driving OKRs and initiatives on both departmental and company-wide levels, ensuring alignment with business goals.
3. Team Growth and Development: Setting KPIs to support designers' professional growth while aligning their trajectories with strategic objectives.
4. Enabling Cross-functional Collaboration: Bridging gaps across teams, areas, departments, and roles to foster collaboration and eliminate blockers within a complex, matrixed structure.
5. Design Strategy: Crafting and executing design strategies that have resulted in significant improvement in UX quality and scores, and high product retention.
6. Process Development and Optimisation: Developing, mapping, and refining departmental processes to meet the evolving needs of the teams and the organisation.
7. Designer Training and Onboarding: Onboarding and training over 60 designers, supported by the creation of comprehensive training and onboarding plans and materials.
The team and product has grown manyfolds since I joined it; throughout the years, we achieved a number of milestones and learned a great deal of lessons together as a team.
About the Product: What's Architect?
Insider's Architect product is a cross-channel campaign orchestration platform designed to help marketers create personalised, automated customer journeys across various 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) as it encompasses the capabilities of of utilising every cross-channel operation for all possible marketing scenarios. It enables marketers to engage with the customers by allowing them to creating 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, such as email, web, mobile apps, push notifications, SMS, WhatsApp, and more, ensuring consistent communication regardless of the platform.
AI-Powered Recommendations: The platform leverages AI to predict customer behaviour, segment audiences dynamically, 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.
As shown in the image, Insider products, spearheaded by Architect, are ranked top in every industry metric.
"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..."