Tealium · Enterprise workflow
File Import
Turning a brittle, service-heavy data workflow into a guided product customers could operate themselves.
A one-off capability had become enterprise infrastructure.
Tealium’s original Omnichannel feature was created for a single customer importing CSV records from Amazon S3. As demand expanded, the workflow struggled with bulk ingestion, unclear terminology, missing reporting, and reliability issues on large files.
A major retailer with more than 3,500 stores could not configure the workflow independently. Product analytics and interviews showed an even broader pattern: internal teams were doing most of the setup and operation for customers.
Start with the operating reality, not the existing screens.
I combined task-completion data, user interviews, competitive analysis, and a journey map to understand where customers lost confidence. That evidence helped the team move beyond incremental UI changes.
- Simplify product language and explain decisions in context.
- Break a dense configuration screen into a guided flow.
- Support both scheduled repositories and manual, on-demand uploads.
- Expose status, reporting, and error handling after setup.
I later facilitated a cross-functional design sprint to resolve persistent requirement churn and give engineering, strategy, and product a shared model of the customer problem.
Customers gained control—and the service burden fell.
The release made the workflow understandable without translating Tealium’s internal nomenclature. Usage and conversion increased while internal teams regained time for higher-value work.