Improved onboarding and knowledge sharing.
Galp is a multinational energy company operating across four continents and one of the leading energy providers in the Iberian Peninsula.
This project focused on redesigning Galp's internal Marketing Segmentation Platform, a back-office tool used by Marketing and CRM teams to create audience segments and launch campaigns within the Mundo Galp ecosystem.
The challenge was not simply creating a segmentation tool. It was enabling non-technical teams to confidently use customer data, reduce operational bottlenecks, and move from campaign planning to activation with greater speed and autonomy.
B2B
UX Design
Segmentation
Desktop
My Role
UX Designer
Focus
UX Strategy
Stakeholder Interviews
Workflow Mapping
Behavioral UX
Wireframing
Industry
Managment
Team
Product Owner
Scrum master
UI designer
Developers
Q&A
What I help?
My Role
As a sole UX designer I led the end-to-end design process, from user research and workflow mapping to UX strategy and interaction design. Partnered closely with Product, Data, and Engineering teams to deliver a scalable self-service segmentation experience.
Problem Statment
Marketing teams relied on fragmented workflows spread across spreadsheets, documentation, and technical teams to create customer segments.
Although large amounts of customer data were available, turning that data into actionable marketing audiences required significant manual effort and technical intervention.
As a result:
Campaign creation was slow and difficult to scale.
Marketing operations depended heavily on Data and Engineering teams.
Teams lacked visibility into existing segmentation logic.
Users had low confidence when building complex audiences.
Goals and metrics
Principal Goals
After a workshop with product owner and a heuristic evaluation we found the principals goals.
Business Goals
Reduce time from campaign planning to activation.
Create a scalable and governance-compliant segmentation framework.
Increase marketing autonomy while reducing dependency on technical teams.
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User Goals
Build segments without technical knowledge.
Reuse existing work instead of starting from scratch.
Launch campaigns faster with fewer errors.
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Result
Transforming a Fragmented Segmentation Process into a Scalable Self-Service Platform.
The final solution transformed a fragmented, spreadsheet-driven process into a guided self-service platform that enables Marketing teams to create, manage, and activate audience segments independently.
Segmentation logic was translated into business-friendly language, while built-in validations and flexible rules reduced complexity, increased user confidence, and ensured governance. By combining usability with scalability, the platform empowered teams to make faster, data-driven decisions with significantly less reliance on technical support.
Understanding the problem
Understanding How Teams Actually Work
Before designing any solution, I focused on understanding how Marketing, CRM, Data, and Technology teams collaborated during campaign creation.
Through stakeholder interviews, workflow mapping, and process reviews, I analyzed how segments were created, validated, and activated.
Rather than focusing exclusively on feature requests, I looked at the decision-making process behind segmentation.
User interview goals
Interaction
How users translated business objectives into audience criteria.
Clarity
Where uncertainty appeared.
Comprehension
Which moments required technical support.
Decision making
Why teams reverted to spreadsheets even when other tools existed.
User interview - Key Insights
From usability testing, I identified several critical friction points:
1. Spreadsheets had become the source of truth
Teams used spreadsheets to manage segmentation logic, campaign rules, and audience definitions. While flexible, spreadsheets provided little visibility, validation, or governance, increasing the risk of errors and inconsistencies.
2. Knowledge was trapped in individuals
Users frequently rebuilt similar segments because previous work was difficult to find, understand, or reuse. The absence of shared segmentation logic created duplicated effort across teams.
3. Flexibility created cognitive overload
Users wanted the freedom to create sophisticated audiences, but too much flexibility increased uncertainty. Many users were unsure whether they were configuring segments correctly, resulting in frequent validation requests and reliance on technical teams.
Decisions
Key decisions I made.
Instead of maximizing segmentation power, I focused on reducing uncertainty throughout the experience.
Using principles from behavioural science and decision architecture, the experience was designed to:
Make complex logic easier to understand.
Reduce cognitive load.
Increase confidence during configuration.
Encourage self-service behavior.
Prevent errors before activation.
The design challenge became: How might we give users flexibility without overwhelming them?
Solution
A Guided Self-Service Segmentation Platform
The final solution transformed segmentation from a spreadsheet-based process into a structured, guided workflow that enables Marketing teams to create and activate campaigns independently. The experience was designed around progressive disclosure, allowing users to focus only on the information relevant to the current step while maintaining visibility of the overall segmentation logic.
1. Business-Oriented Segmentation Logic
Instead of exposing technical database structures, segmentation criteria were translated into business language familiar to Marketing teams.
This reduced the knowledge gap between technical systems and business users, enabling audience creation without engineering support.
Behavioural principals
Recognition over recall. Users select concepts they already understand rather than translating business goals into technical rules.
Flexible Rules with Built-In Governance
Users can combine multiple conditions using AND/OR logic while the system automatically enforces validation rules and governance constraints.
This balances flexibility with safety, reducing the risk of configuration errors without restricting advanced use cases.
Behavioural principals
Constraint-based design.
Well-designed constraints reduce decision complexity while preserving a sense of control.
Guided Campaign Activation
Once segments are defined, users can move directly into campaign creation through a structured workflow.
Campaign setup includes channels, timing, content, and assets presented in a clear sequence that minimizes cognitive load and reduces setup errors. The experience was designed to help users move from planning to execution with confidence.
Behavioural principals
Progressive disclosure and decision simplification.
Impact and validation
What did we archived?
After implementation, the redesigned experience delivered measurable operational improvements by reducing friction, increasing autonomy, and creating a more scalable campaign workflow.
Reduce time from campaign planning to activation
Impact
Reduced campaign setup time by approximately 60–70% by replacing spreadsheet-based workflows with a guided self-service experience.
Design a scalable, secure, and business-driven solution
Impact
Reduced errors and rework by 40% through built-in validations, structured logic, and governance mechanisms.
Enable strategic use of customer data
Impact
Increased segmentation adoption and audience reuse, allowing Marketing teams to make faster, data-informed campaign decisions without relying on technical support.
Reflexion
What I learn.
The challenge was never giving users more segmentation capabilities.
It was helping them make decisions with confidence.
By reducing uncertainty, simplifying complex logic, and designing for autonomy
the platform shifted segmentation from a technical operation into a scalable marketing capability enabling teams to act on data faster and with greater independence.