Braze

The marketing and segmentation tooling was powerful but dense, shaped by the engineers who built it rather than the operators who had to run campaigns in it. As the product expanded quickly, each new surface risked drifting into its own dialect.

1. 01Built and evolved a shared design system so a fast-growing product stayed coherent as teams, surfaces, and features multiplied.
2. 02Reworked the core flows, segmentation, messaging, and journey orchestration, so non-technical operators could reason about complex logic without a manual.
3. 03Made branching customer journeys legible on a single canvas: every path, split, and delay readable at a glance instead of buried in configuration.

Complex marketing and segmentation tooling became legible to the people who actually run campaigns, the same problem class as making agent orchestration legible today.