Startup Event Organizer
Company
Confidential
Timeline
1 week
Role
UX Designer
Scope
Design System
Interaction Design
Stakeholder Management
This is a design brief from a B2B organisation in the events industry. The project goal is to build an internal notification segmentation tool that allows relationship managers, marketing, and product teams to create targeted notifications across multiple channels without requiring technical support.
Business Problem → Design Goal
Too Many Notifications, Not Enough Relevance
Untargeted broadcasts
Notifications were sent to all users with minimal filtering, regardless of relevance to the individual recipient.
Design Goal 01
Flexible Segmentation
Let teams build audience segments based on company type, location, industry, and lifecycle stage
which leads to…
Notification fatigue and low engagement
The lack of targeting led users to tune out or disengage from notifications over time, diminishing their effectiveness as a channel.
Design Goal 02
Intentional Targeting
Reduce noise for end users by making targeting intentional and data-driven
and causes…
Missed timely opportunities
Without precise segmentation, the organization couldn't reliably reach the right users at the right moment, causing relevant messages to get lost in the noise
Design Goal 03
Unified Workflow
Enable notification creation, preview, and scheduling within the same tool
Design Decision
Cross-condition Segmentation Creation
The biggest challenge was designing for the variability of segmentation logic: the combinations of IF, AND, OR, and ELSE users might need. Segmentation originally covered only profile attributes, so I added behavioral data as a second category to capture timeliness and relevance.
Each filter lives as its own label, visible in the same space, so users combine conditions across both categories. This also makes adding new filter more scalable, as it only requires adding a new label.
Design Decision
A Guided Flow for Real Notification Needs
Creating a campaign involves three distinct tasks: selecting recipients, composing the message, and configuring delivery, so I broke it into a 4-step flow instead of one overwhelming screen.
For the message step, I went beyond the brief and added a link field, since notifications usually also meant to drive action, and teams need to direct recipients somewhere specific. This also opens the door to UTM tracking, which marketers rely on to measure click-through performance.
Design Decision
Progressive Scheduling with Built-in Safeguard
Scheduling needed to support two modes: time-based and behavior-triggered. Within time-based scheduling, I restructured one-time and recurring options into collapsible sections so users commit to a mode before seeing its configuration.
I also added a frequency capping rule, beyond the original brief. Since multiple team members can independently create campaigns, the same end user could receive several notifications in a day from unrelated campaigns. The cap acts as a system-level safeguard against that.
Key Insights
Building the Design System from the Bottom Up
Two-layer components, built from the smallest unit. I started from the smallest components rather than full screens, forcing structural decisions early rather than as expensive fixes later. I split them into a universal design system for reusable components and a project-specific layer for this tool's context, keeping the shared library clean while giving room to be specific.
Designing as stress-testing. Even with a well-defined structure upfront, edge cases and structural tensions don't always surface until the design is actually in front of you. The act of designing became its own way of testing whether that structure held up.
Rocky Paroky
Web Designer & Founder
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