Improving
User Retention
Improving
User Retention
Embedded Files
User Retention
By orchestrating cross-functional workshops, I bridged the gap between VP-level strategy and technical execution and directly influenced a measurable improvement in User retention.
By orchestrating cross-functional workshops, I bridged the gap between VP-level strategy and technical execution and directly influenced a measurable improvement in User retention.
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How I led a deep-dive research initiative to uncover the critical bottlenecks users faced when building marketing campaigns within Sugar Market.
By orchestrating cross-functional workshops, I bridged the gap between VP-level strategy and technical execution.
GOAL
Improve
Customer Retention for
Sugar Market
Improve
Customer Retention for
Sugar Market
Provide data centralization, workflow automation, and improve cross-departmental alignment, providing a strategic roadmap for future feature development.
Provide data centralization, workflow automation, and improve cross-departmental alignment, providing a strategic roadmap for future feature development.
PROBLEM STATEMENT
SugarCRM observed a significant drop in customer retention within the marketing segment. Preliminary data suggested that while the tool was powerful, the operational 'manual tax'—the friction required to launch and manage a single campaign—was driving users toward simpler competitors.
Marketing teams struggled with a fragmented campaign lifecycle characterized by manual processes, data silos, and inefficient cross-team collaboration.
MY ROLE
13+
User Interviews 13+
User
Research
User
Research
Conducted a rigorous research phase between September and October 2024, involving 13 participants from diverse organizations, including HPB Management, Cullen, and Williston Financial Group.
8
Workshop Sessions 8
Cross-Functional
Workshops
Cross-Functional
Workshops
To bridge the gap between discovery and development, I facilitated a series of cross-functional workshops with Product Management (PM), Engineering (ENG) and UX.
My goal was to engage all team and to move from raw research insights to a concrete, executable roadmap.
100%
Ownership 100%
Roadmap
Definition
Roadmap
Definition
Based on comperhensive research insights I managed to identify the full campaign cycle and where are the pain points when users are usign Sugar Market.
Based on that we identify the roadmap for 2+ years.
8
Workshop Sessions 8
Roadmap
Prioritisation
Roadmap
Prioritisation
Thanks to cross-functional collaboration, we PM/UX/ENG together definied the prioroty of executional plan that I presented to executives and it was accepted.
Research
Insights
Research
Insights
The research proved that marketing teams were trapped in a cycle of manual data entry and fragmented collaboration that stifled campaign ROI.
The research proved that marketing teams were trapped in a cycle of manual data entry and fragmented collaboration that stifled campaign ROI.
Image represents some of the elements that one common campaign contains.
Having this in mind, team collaboration and data management is crucial for seamless campign journey.
Having this in mind, team collaboration and data management is crucial for seamless campign journey.
1.
1.
Campaigns
are not linear
Campaigns
are not linear
Campaigns require constant refinement based on real-time consumer behavior and measurable outputs.
2.
2.
Data
Management
Data
Management
Significant time was lost to manual data management, hindering the ability to scale lead generation and nurturing efforts.
3.
3.
Collaboration
Gaps
Collaboration
Gaps
Inefficiencies were most prominent during the handoff between marketing execution and sales follow-up within the CRM
From research to executable roadmap
From research to executable roadmap
Mapping the Blueprint, and its benefits.
Mapping the Blueprint, and its benefits.
Blueprint of Marketing Campaign Cycle with emphasis of phases and pain points through out the cycle
MAIN CAMPAIGN PHASES
1.
Awareness & Planning
1.
Awareness & Planning
Focusing on identifying needs and establishing content strategies.
2.
Execution & Measurement
2.
Execution & Measurement
Streamlining the launch process and establishing real-time KPI tracking.
3.
Campaign
Optimization
3.
Campaign
Optimization
Ensuring lessons learned are applied to future strategies and qualified leads are seamlessly transitioned to sales teams.
PAIN POINTS & ROADMAP RECOMMENDATIONS
Data
Centralization
Data
Centralization
Establishing a single source of truth for ROI and campaign health.
Workflow
Automation
Workflow
Automation
Prioritizing the removal of the "manual tax" on marketing operations.
Cross-Functional
Synergy
Cross-Functional
Synergy
Architecting seamless handoffs between Marketing and Sales to increase overall deal velocity.
Collaborative
Process
Collaborative
Process
To bridge the gap between discovery and development, I facilitated a series of cross-functional workshops with Product Management, Engineering and UX.
To bridge the gap between discovery and development, I facilitated a series of cross-functional workshops with Product Management, Engineering and UX.
Strategic Feature
Prioritization
Strategic Feature
Prioritization
Together, we prioritized work based on User Pain vs. Business Goals.
This direct collaboration was critical in narrowing our focus to the "Data Centralization” phase, which we identified as the highest friction point with the lowest barrier to.
Ideation &
Brainstorming
Ideation &
Brainstorming
I facilitated sessions where we reframed our findings into opportunities, such as "How might we create a centralized co-working space?" or "How might we empower market users through better analytics?".
Dot
Voting
Dot
Voting
To eliminate internal bias and build team consensus, I led a dot voting exercise.
This allowed every person in the team to have a voice in identifying which solutions would deliver the highest impact for our users.
Impact &
Strategic Value
Impact &
Strategic Value
My most significant organizational impact was orchestrating alignment between business goals (Improve Retention), VP-level strategy and technical execution.
My most significant organizational impact was orchestrating alignment between business goals (Improve Retention), VP-level strategy and technical execution.
32%
Improved Retention 32%
Market Retention &
User Success
Market Retention &
User Success
By uncovering the specific bottlenecks in the campaign creation process, I identified the precise friction points that led to user drop-off. My research provided the evidence-based roadmap needed to streamline complex workflows, directly contributing to a measurable increase in Sugar Market user retention and long-term product adoption.
100%
Ownership 100%
Business Goals & Technical Execution
Business Goals & Technical Execution
Through collaborative workshops, I translated high-level business goals into a concrete Campaign Lifecycle Blueprint.
This didn’t just solve a design problem; it provided a unified language for Product, Engineering, and Marketing to execute with speed and clarity.
2
Years Roadmap Definition 2
Roadmap Foundation
Roadmap Foundation
The Blueprint I architected has been adopted as the foundational framework for the Sugar Market roadmap.
By visualizing the entire user journey—I moved the team from reactive feature-building to a proactive, vision-led strategy that prioritizes the most impactful user needs.
Lesson
Learned
Lesson
Learned
My biggest takeaway is that transparency and visualization are the most effective tools for bringing clarity to the teams and driving high-stakes product evolution.
My biggest takeaway is that transparency and visualization are the most effective tools for bringing clarity to the teams and driving high-stakes product evolution.
From Insights
to Infrastructure
From Insights
to Infrastructure
This project reinforced that a Lead Product Designer’s role is to transform raw data into strategic infrastructure.
Cross-Functional
Orchestration
Cross-Functional
Orchestration
I learned that the most complex technical challenges are often actually alignment challenges. Having the power to lead the cross-functional communication can bring value in the business and the team performance.
Architecting the
Frameworks
Architecting the
Frameworks
I learned that identifying a bottleneck is only the first step; the real value lies in architecting the frameworks—like the Campaign Lifecycle Blueprint—that allow the entire organization to solve that bottleneck at scale.
Be
Currious
Be
Currious
Being curious to understand both VP-level priorities and technical constraints, I proved that design can act as the 'connective tissue' of a company.
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