Tealium · Platform information architecture
Data Supply Chain
Making the relationships, health, and movement of customer data visible across a growing product suite.
Three products. One data journey. No shared picture.
Tealium’s server-side offering had grown into EventStream, AudienceStream, and DataAccess. Each product represented one stage of customer data orchestration, but the interface did not show how those stages related or where data moved next.
That made a foundational question surprisingly difficult to answer: what is happening to my data right now?
Use the landing page as both map and launchpad.
Research across analysts, marketers, and developers produced three durable needs. People wanted to understand relationships and performance, move directly into the objects powering the system, and see where data had broken down.
I translated those needs into an interactive system view, then iterated through prototypes with product and business stakeholders. The design paired an end-to-end flow with counts, health states, and entry points into each stage.
The page had to explain the platform in seconds while still helping an experienced user take action.
A platform overview that earned the first impression.
The Data Supply Chain became the landing experience users saw when entering the product. It gave the unified suite a coherent mental model and provided direct paths into sources, feeds, enrichments, actions, and destinations.
More importantly, it established a reusable idea for the product: platform complexity should be visible enough to understand, but organized enough to act on.