Experience principles
Optimize for efficiency in core flows by reducing distraction and increasing the speed of task completion.
- Keep the marketer in-flow of the task at hand
- Minimize clicks for frequent actions, even at the expense of progressive disclosure
- Automate the “busy work” where we’re able
Empower the marketer with contextual information to give them confidence in their decision making.
- Guide marketers with helpful in-product support text
- Provide the data, context, and related configurations that are essential to the task at hand
- Illuminate the “why” behind the data and surface insights relevant to their needs
Connect the dots by designing with the big picture in mind, considering the role each element plays in a larger, meaningful narrative for marketers.
- Connect new features with existing to drive adoption
- Connect new features with existing to deepen conceptual models
- Design toward the future with scalability and extensibility in structure
Design for joy with subtle, unexpected touches that transform routine tasks into satisfying experiences.
- Design with foresight and empathy that anticipates the marketer’s next action
- Proactively suggest opportunities for improved performance or optimization
- Exceed expectations with polished UI and thoughtful micro-interactions that feel personal and engaging
Product Principles
Master the delivery of observability so that marketers understand the value of their work in Iterable.
- Provide clear ROI metrics calculated by the system, and show its relationship to customers achieving their business objectives.
- Understand the questions marketers have, how the data will be used & make insights actionable.
- Elevate metrics into insights by being proactive and discoverable at the right time.
- Determine effective usage of real time vs aggregate metrics, considering performance and cost.
- Deliver actionable insights to address issues/opportunities related to system performance.
Automate routine tasks to accelerate time to value, while keeping marketers in control.
- Provide configurable automation that builds in customer business context for AI decision making.
- Build trust by providing transparency, explainability, and/or testing into automation features.
- Understand the holistic flow, but consider automation within each step of the flow.
- Decrease dependenhput, and build in guardrails where applicable.
Deliver scalable solutions for the global enterprise, instilling trust and confidence in our platform.
- Build-in compliance with global security/data privacy regulations.
- Setup global and large teams for successful collaboration (e.g. permissions, revisions, approvals, etc.)
- Scale performance for large data sets, journeys, and send throughput, and build in guardrails where applicable.
Build an extensible platform that empowers rapid native and partner feature development.
- Generate reusable, architectural components for similar use cases to propagate value and consistency throughout the system (e.g. query builder reuse, two-way replies).
- Deliver plug and play APIs/UX for partner integrations (e.g. data in, journey tiles, etc.)
Maximize data value by strategically generating and leveraging proprietary data points.
- Empower the capture of zero-party data.
- Create platform stickiness through the generation of proprietary data points, and propagation/activation throughout the platform.
- Implement rigorous data-in guardrails and schema management to ensure high standards of data governance.