UX Strategy
Systems Integration
Cross-Functional Alignment
Designing the bridge: a UX strategy for system integration
Problem: Our marketing technologies company merged with another similar company. We needed to reflect this merger in our tooling by unifying two platforms.
Solution: Develop a strategic approach to merge the two systems into a single platform that preserves essential functionalities, aligns with business goals, and improves operational efficiency.
timeframe:
2024-2025
my role:
Senior / Lead Product Designer
company:
Offerista + Shopfully
team:
core: 5 people
link:
UX Strategy
Systems Integration
Cross-Functional Alignment
Designing the bridge: a UX strategy for system integration
Problem: Our marketing technologies company merged with another similar company. We needed to reflect this merger in our tooling by unifying two platforms.
Solution: Develop a strategic approach to merge the two systems into a single platform that preserves essential functionalities, aligns with business goals, and improves operational efficiency.
timeframe:
2024-2025
my role:
Senior / Lead Product Designer
company:
Offerista + Shopfully
team:
core: 5 people
link:
UX Strategy
Systems Integration
Cross-Functional Alignment
Designing the bridge: a UX strategy for system integration
Problem: Our marketing technologies company merged with another similar company. We needed to reflect this merger in our tooling by unifying two platforms.
Solution: Develop a strategic approach to merge the two systems into a single platform that preserves essential functionalities, aligns with business goals, and improves operational efficiency.
timeframe:
2024-2025
my role:
Senior / Lead Product Designer
company:
Offerista + Shopfully
team:
core: 5 people
link:
Context
Both companies had similar tools for managing marketing campaigns.
This case study outlines how we evaluated, compared, and planned the merger of these platforms.
For clarity, the tools are referred to as System 1 and System 2.
Context
Both companies had similar tools for managing marketing campaigns.
This case study outlines how we evaluated, compared, and planned the merger of these platforms.
For clarity, the tools are referred to as System 1 and System 2.
Context
Both companies had similar tools for managing marketing campaigns.
This case study outlines how we evaluated, compared, and planned the merger of these platforms.
For clarity, the tools are referred to as System 1 and System 2.
KPIs for merge
Task Success Rate & Time-on-Task
Baseline: Maintain current performance levels (measured via Monday.com)
Goal: Reduce campaign creation time by up to 30% where feasible
Consolidated Client Base
Eliminate duplicate client entries
Enable seamless access and campaign booking for any client
Centralized Billing System
Unify billing into a single process
Reduce discrepancies and prevent budget-related errors
KPIs for merge
Task Success Rate & Time-on-Task
Baseline: Maintain current performance levels (measured via Monday.com)
Goal: Reduce campaign creation time by up to 30% where feasible
Consolidated Client Base
Eliminate duplicate client entries
Enable seamless access and campaign booking for any client
Centralized Billing System
Unify billing into a single process
Reduce discrepancies and prevent budget-related errors
KPIs for merge
Task Success Rate & Time-on-Task
Baseline: Maintain current performance levels (measured via Monday.com)
Goal: Reduce campaign creation time by up to 30% where feasible
Consolidated Client Base
Eliminate duplicate client entries
Enable seamless access and campaign booking for any client
Centralized Billing System
Unify billing into a single process
Reduce discrepancies and prevent budget-related errors
Risks
Missing critical user jobs if not thoroughly mapped and validated
Friction in campaign creation flow could hurt user adoption and negatively impact KPIs
Risks
Missing critical user jobs if not thoroughly mapped and validated
Friction in campaign creation flow could hurt user adoption and negatively impact KPIs
Risks
Missing critical user jobs if not thoroughly mapped and validated
Friction in campaign creation flow could hurt user adoption and negatively impact KPIs
Goal & business alignment
Collaborated with the CPO to define the vision statement for the merge, aligning it with overarching company objectives.
Identified key business drivers for both systems to ensure strategic alignment.
Goal & business alignment
Collaborated with the CPO to define the vision statement for the merge, aligning it with overarching company objectives.
Identified key business drivers for both systems to ensure strategic alignment.
Goal & business alignment
Collaborated with the CPO to define the vision statement for the merge, aligning it with overarching company objectives.
Identified key business drivers for both systems to ensure strategic alignment.
User needs & merge principles
Conducted workshops to map out core user needs and define the guiding principles for the merge.
Engaged in ongoing discussions with Product Managers and CPO to validate business priorities and user insights.
User needs & merge principles
Conducted workshops to map out core user needs and define the guiding principles for the merge.
Engaged in ongoing discussions with Product Managers and CPO to validate business priorities and user insights.
User needs & merge principles
Conducted workshops to map out core user needs and define the guiding principles for the merge.
Engaged in ongoing discussions with Product Managers and CPO to validate business priorities and user insights.
User needs breakdown
Compared how each system addressed similar user needs
Documented overlaps, differences, and inconsistencies
Information architecture audit
Mapped the structure of both systems
Identified redundancies, gaps, and opportunities for consolidation
Task allocation mapping
Mapped user needs to actionable tasks, by setting up and leading meetings with our end-users
Validated task flows with end-users to ensure clarity and alignment
Task allocation mapping
Mapped user needs to actionable tasks, by setting up and leading meetings with our end-users
Validated task flows with end-users to ensure clarity and alignment
Task allocation mapping
Mapped user needs to actionable tasks, by setting up and leading meetings with our end-users
Validated task flows with end-users to ensure clarity and alignment
JTBD as measurement framework
I decided to use Jobs-To-Be-Done to assess and compare both systems, since user needs were too broad and information architecture components were too narrow for this strategy task
Previous finding on user needs and tasks were crucial to have for synthesizing JTBD
Conducted multiple workshops with PMs and users to refine the JTBD list
Identified repeated jobs, unique functions, and key pain points
JTBD as measurement framework
I decided to use Jobs-To-Be-Done to assess and compare both systems, since user needs were too broad and information architecture components were too narrow for this strategy task
Previous finding on user needs and tasks were crucial to have for synthesizing JTBD
Conducted multiple workshops with PMs and users to refine the JTBD list
Identified repeated jobs, unique functions, and key pain points
JTBD as measurement framework
I decided to use Jobs-To-Be-Done to assess and compare both systems, since user needs were too broad and information architecture components were too narrow for this strategy task
Previous finding on user needs and tasks were crucial to have for synthesizing JTBD
Conducted multiple workshops with PMs and users to refine the JTBD list
Identified repeated jobs, unique functions, and key pain points
Strategy alignment with architecture & teams
Brought in Software Architects to evaluate technical feasibility
Participated in weekly syncs with PMs, devs, CPO, and CTO to align on next steps
Used pain points and JTBD findings to guide technical planning
Strategy alignment with architecture & teams
Brought in Software Architects to evaluate technical feasibility
Participated in weekly syncs with PMs, devs, CPO, and CTO to align on next steps
Used pain points and JTBD findings to guide technical planning
Strategy alignment with architecture & teams
Brought in Software Architects to evaluate technical feasibility
Participated in weekly syncs with PMs, devs, CPO, and CTO to align on next steps
Used pain points and JTBD findings to guide technical planning
Scope definition for merge
Reduced Phase 1 to focus on CPC (Cost Per Click) bookings — the most critical, high-impact component shared across both systems
Scope definition for merge
Reduced Phase 1 to focus on CPC (Cost Per Click) bookings — the most critical, high-impact component shared across both systems
Scope definition for merge
Reduced Phase 1 to focus on CPC (Cost Per Click) bookings — the most critical, high-impact component shared across both systems
Merge proposal
Chose System 2 as the base platform due to broader adoption and automation capabilities. Its scalable, feature-rich architecture made it the more future-proof choice
Integrated key features from System 1, preserving its unique fields
Maintained common fields in a unified format within System 2
Merge proposal
Chose System 2 as the base platform due to broader adoption and automation capabilities. Its scalable, feature-rich architecture made it the more future-proof choice
Integrated key features from System 1, preserving its unique fields
Maintained common fields in a unified format within System 2
Merge proposal
Chose System 2 as the base platform due to broader adoption and automation capabilities. Its scalable, feature-rich architecture made it the more future-proof choice
Integrated key features from System 1, preserving its unique fields
Maintained common fields in a unified format within System 2
Outcome
Delivered a clear Phase 1 strategy by merging CPC bookings into System 2
Achieved alignment across UX, PM, and tech by grounding decisions in JTBD and user needs
My strategy for Phase 1 was accepted and taken into further work
Initial users feedback from our lead users indicates usability parity with legacy systems and confirms alignment with key JTBD
Outcome
Delivered a clear Phase 1 strategy by merging CPC bookings into System 2
Achieved alignment across UX, PM, and tech by grounding decisions in JTBD and user needs
My strategy for Phase 1 was accepted and taken into further work
Initial users feedback from our lead users indicates usability parity with legacy systems and confirms alignment with key JTBD
Outcome
Delivered a clear Phase 1 strategy by merging CPC bookings into System 2
Achieved alignment across UX, PM, and tech by grounding decisions in JTBD and user needs
My strategy for Phase 1 was accepted and taken into further work
Initial users feedback from our lead users indicates usability parity with legacy systems and confirms alignment with key JTBD
Learnings
Learnings
Learnings
JTBD was crucial in mapping functional overlap and guiding strategy across systems
Strategic scoping enabled delivery without compromising user needs
Involving architects early prevented costly rework and streamlined execution
