DinMo

2024

DinMo helps teams turn customer data into audiences they can use in their marketing tools. By 2024, the product was already well developed. The team brought me in to rethink the application’s architecture, navigation, and overall usability before adding more features. There was plenty in the product. The question was how to make it easier to work with.

Journey builder

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DinMo, Web app homepage — Web app homepage

Empty states

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DinMo, Customer segment — Customer segment

Direction

Information was scattered across tabs within the same screen, making it difficult to connect the pieces and complete a workflow. After an audit, I reworked the page structures around main and secondary columns, with a more modular layout. That let us bring related information together and make the screens denser. We also improved the design system, then developed a simpler experience for marketing teams.

My contribution

Audited the existing product and its overall usability.
Reorganised the information architecture, feature structure, and navigation.
Improved the design system and designed modular layouts with main and secondary columns, bringing more useful information into each screen.
Designed new feature sets and a simpler experience for marketing teams.

Who I worked with

Wassym KalouacheHead of Product
Alexandra AugustiChief of Staff
Oussama GhanmiCEO
Kader AmrichatSenior Front-end Engineer

Skills

UX audit
Information architecture
Design systems
UI/UX
User flows