Funnel Audiences

My first project at Segment was a fun and challenging one — adding nested logic to the existing Personas functionality that would allow users to be able to create conditional events. With funnel audiences, our users would be able to enhance their audience-creation capability to indicate that a customer has performed event A, and then within some time window, performed/did not perform event B.

The logic is tough to comprehend, and even tougher to try to simplify in the UI for our users. @Vadim Demedes and I finally landed on this iteration, which uses a funnel icon (and associated help text) to indicate that the additional logic is distinct from the previous logic. It is also scalable to accommodate for additional nesting, if that is a direction our customers need us to move to. It tested well and has been able to accommodate for all kinds of use cases, expanding what our customers are able to do with Personas.

For example, now, our customers can build cart abandonment campaigns that leverage this tricky logic in an easy-to-understand way. I fully expect to be getting better marketing campaigns from Personas customers for all the stuff I leave in my cart now! 🛒 🎉