GALP
Improving Marketing Efficiency by 90% with User Segmentation
Role
UX Designer
Timeline
2 month
Team
Product Owner
Development Squad
Marketing Team
Skills
UX Strategy
Interaction Design
UI patterns
Tools
Overview
Galp is a Portuguese multinational energy company operates on four continents and is a key player in the energy market of the Iberian Peninsula. Galp Marketing Segmentation Platform is an internal, enterprise-grade tool designed to enable Marketing and CRM teams to independently create user segments and launch campaigns at scale. Accessible via BackOffice Desktop of Mundo Galp app.
Problem Statement
Galp’s Marketing teams faced significant constraints in user segmentation and campaign activation. Existing processes were fragmented, unintuitive, and highly dependent on technical support, leading to operational delays, limited experimentation, and low campaign scalability.
Goals
Reduce time from campaign planning to activation.
Design a scalable, secure, and business logic driven solution.
Enable the strategic use of user data to support data-driven marketing decisions.
User Research
Understanding the Marketing team Reality Before Designing the Solution.
Before proposing any solution, I focused on understanding how internal teams actually worked on a day-to-day basis. The research centered on back-office users across Marketing, CRM, Data, and Technology, who were directly involved in user segmentation and campaign execution.
Through in-depth interviews, I uncovered how campaigns were being created, where technical dependencies slowed teams down, and which parts of the process consistently generated friction. Mapping internal journeys and reviewing previously used tools made these inefficiencies visible and concrete.
Key Finding: Spreadsheet-driven workflows were limiting marketing scalability by creating uncertainty, risk and technical dependency.
Our research revealed that operational complexity, spreadsheet dependency, and lack of confidence were limiting marketing scalability more than data availability itself. As a result, campaign creation slowed down, experimentation was constrained, and teams struggled to operate with true autonomy. I mapped the end-to-end journey and realized the biggest opportunity wasn’t adding segmentation power, but reducing uncertainty at every step.
Solution
The final solution is a self-service back-office tool that allows Marketing teams to create user segments and campaigns through a clear, progressive workflow.
By replacing spreadsheet-driven workflows with a structured self-service platform, the product shifted campaign creation from a fragile, manual process to a scalable and repeatable operation unlocking speed, autonomy, and long-term efficiency for Marketing teams.
Business-Driven Segmentation Logic
Segmentation criteria are expressed in marketing and business terms rather than technical rules. This allows non-technical users to build advanced segments without relying on engineering support.
Flexible Rules with Built-in Guardrails
Users can combine multiple conditions while the system enforces data and governance constraints, balancing flexibility with safety and scalability.
Creating a Campaign: From Intent to Activation
Impact and validation
What did we archived?
After implementing the redesigned experience delivered measurable business impact by improving usability, reducing support costs, and increasing engagement through a clearer and more intuitive product experience.