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.
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:
As the platform evolved, a more contextual, actionable and personalized entry point became necessary.
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:
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 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:
To better support product adoption, the team designed three homepage variants tailored to different onboarding stages.
Adverity GmbH
2025
VP Experience
