reimagining urban mobility for a greener planet
concept design and development for one of the big three consulting companies.
+46%
increase in customer engagement
industry
marketing technology
type
customer intelligence platform
mandate
platform experience redesign
overview
distil.ai brings customer data from multiple sources into one intelligence layer, helping marketers understand behavior, preferences, and needs in greater context.
by making that intelligence easier to explore and apply, the platform helps teams create more relevant communications, improve acquisition, and make better marketing decisions.
the engagement
distil.ai asked clarient to reimagine the next generation of its platform.
the challenge was to give marketers the power of ai and data science without asking them to think like data scientists. Our work reshaped the information architecture, interaction model, and visual experience around that goal.
User Research
"distil.ai is a SaaS platform designed to help marketers collect data from all the platforms they use into one central Customer data layer then deploy that to multiple tools without the use of the business's engineering team.
as you can imagine if you manage to get this right in your business it saves a huge amount of money at the same time as it increases the effectiveness of all your marketing. but from our point of view, it's a complicated task to wrap this up into a simple ux."
Gerry McNicol
CEO, BIG Data Consulting Exeter, United Kingdomthe challenge
disti.ai operated in a category where technical sophistication alone was not enough.
its users were marketers rather than data scientists, yet the value of the platform depended on sophisticated ai, data, and integration working beneath the surface. the experience therefore had to make complex intelligence easier to understand without reducing what the product could do.
at the same time, Distil.ai needed a design direction that could improve the experience immediately while giving the platform room to evolve.
the approach
Research, design, and validation moved together. Working closely with the Distil.ai team and real users, Clarient identified where existing patterns could evolve and where the experience needed to be reconsidered from the ground up.
design for now and next
keep the capability, remove the burden
make discovery part of the experience
design for now and next
keep the capability, remove the burden
make discovery part of the experience
the solution
clarient redesigned the experience around what marketers came to Distil.ai to accomplish rather than the technology powering it.
users could explore customer behavior, identify meaningful patterns, and move from insight to action without having to understand the AI and data science operating underneath. Information architecture, interaction patterns and visual design were brought into one coherent system, making the platform easier to learn and more intuitive to use.
the experience also had to work across different questions and workflows. Instead of designing isolated journeys, clarient created an extensible framework that could evolve with the platform while integrating with the tools marketers already relied on.
this made it possible for teams to use sophisticated customer intelligence without adding analytical complexity to their day-to-day work. Marketers could understand their customers more clearly, personalize communication at scale, and explore data on their own terms.
distil.ai customers reported up to a 46% increase in customer engagement within a few months of using the platform, showing that simplifying the experience did not mean simplifying the intelligence behind it.