Digital Marketing

Making Marketing Data Pipelines Understandable – Adverity New Homepage

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This project introduced the first unified operational homepage for Adverity, giving customers a visual overview of their entire marketing data ecosystem. By combining pipeline visibility, data lineage, system health monitoring and contextual guidance, the experience reduced complexity and improved operational awareness across the platform.

Challenge

When users logged into Adverity, they landed directly on a list of Data Streams.

While functional, this experience provided little visibility into the overall state of the platform and offered limited support for users at different stages of their journey.

Users often struggled to:

• Understand how data moved through the platform
• Identify issues across interconnected pipelines
• Access common workflows quickly
• Understand the next steps during onboarding
• Assess the health of their data ecosystem at a glance

As the platform evolved, a more contextual, actionable and personalized entry point became necessary.

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Approach

As Head of UX & Product Design, I led the design team responsible for defining and delivering Adverity’s new Home Experience.

Together, we explored how to transform the platform entry point from a simple list of data streams into a meaningful operational experience.

The initiative focused on three key objectives:

• Increasing visibility into complex data ecosystems: helping users understand how data moved through the platform, from source to destination.
• Accelerating access to critical workflows: reducing friction for the most common and business-critical actions.
• Supporting customers throughout their onboarding journey: providing contextual experiences tailored to different levels of platform maturity.

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Solution

We designed a new adaptive Home Experience that became the central operational hub of the platform.

The homepage combined operational visibility, workflow acceleration and onboarding support within a single experience.

At the core of the solution was a visual representation of the complete data ecosystem, allowing users to understand:

• Data sources
• Data transformations
• Processing stages
• Destinations and outputs
• Pipeline dependencies
• System health and operational status

Data flows were visualized as connected pathways, making it easier to understand relationships between datasets and quickly identify failures, bottlenecks and downstream impacts.

To improve efficiency, we introduced shortcuts to the most frequently used workflows, including:

• Creating new Data Streams
• Connecting new data sources
• Managing workspace users
• Accessing key operational tools

To better support product adoption, the team designed three homepage variants tailored to different onboarding stages.

1. Early-stage onboarding. Focused on education and workspace setup.Users were guided through platform introduction, setup recommendations, onboarding content and workspace configuration.
2. Intermediate onboarding. Focused on activation and adoption. Users received guidance on creating data streams, connecting integrations and completing key setup milestones.
3. Mature customers. Focused on operational efficiency. Users were presented with monitoring tools, pipeline health indicators, alerts and troubleshooting capabilities.

Project Info