"Platform" is a multichannel marketing automation and management application designed to support a wide range of marketing functions including audience management, campaign orchestration, intent-based targeting, report generation, and more.

The company aimed to build an in-house marketing automation platform that integrates with Adestra, a third-party email campaign and marketing tool. The goal was to offer a robust interface that could streamline campaign workflows, reduce dependency on external tools, and provide enhanced audience segmentation and targeting capabilities.

The application was expected to support:

• Creation and editing of Custom Audiences
• Score enrichment based on behavior and engagement
• Scheduling of audience results
• Management of: Accounts, Target Account Lists, Excluded Account Lists, Ideal Customer Profiles
• Setting configurations for: Industry, Location, Buyer Team, Intent Settings (Triggers, Lookback Period, etc.)
• Audience Review — Included & Excluded Accounts and Contacts
• Retargeting Segment setup
• Scheduling & Summary Generation

My Role & Responsibilities

I was involved throughout the entire lifecycle of the project — from ideation to deployment. My contributions included:

• Supporting the initial wireframing process with the team
• Designing high-fidelity mockups in Figma
• Developing the frontend using React JS and Material UI
• Integrating RESTful APIs using Swagger documentation
• Handling data fetched from AWS-based backend services
• Ensuring responsiveness, usability, and seamless UI/UX consistency

Tools & Technologies Used

• Eraser: for sketching rough ideas, wireframes, and storyboarding
• Figma: for mockups, UI design, and prototyping
• ReactJS: core frontend development
• Material UI (MUI): for design system and components
• HTML/CSS: for page structure and custom styling
• Swagger: for exploring and integrating REST APIs
• Docker, VS Code: for local development and containerization
• Bitbucket (Git): for repository handling

Design & Development Approach

1. User Research
The users were internal stakeholders, and their needs were captured through UX research techniques like interviews, observations, and feedback loops.
2. Ideation & Planning
Collaborative sessions with stakeholders helped shape the product vision. We created:
• User Personas
• User Journey Maps
• Defined Goals for each module and user interaction
3. Design & Prototyping
• Initial wireframes were created using Eraser
• Final mockups and interactive prototypes were built in Figma to reflect real-use scenarios
4. Development & Testing
• Translated Figma designs into a fully functional frontend using ReactJS and MUI
• Integrated REST APIs to dynamically pull and manipulate data from AWS
• Performed smoke testing followed by a QA handoff
• Resolved bugs and conducted sanity testing before moving to UAT
5. Implementation & Launch
• Deployed the application to the production environment
• Conducted post-deployment testing to ensure system stability
6. Iteration & Feedback
• Post-launch user feedback was gathered and documented
• Insights are being planned for implementation in upcoming development phases