Cordial Audience Builder

Audience Builder

Company — Cordial
Role — UX/Visual Design & Prototype
Platform — Software Web App

Project Description:
The Audience Builder feature in Cordial’s software is designed to offer maximum flexibility and customization for marketers aiming to create targeted audience segments. It enables the creation of dynamic segments by combining multiple data sources—such as contact attributes, purchase activities, custom events, and list memberships—into complex rules and rule sets using include/exclude logic with AND/OR operators. Real-time updates ensure audience counts reflect the latest data, allowing marketers to query millions of records in milliseconds and gain deeper insights into customer behavior for personalized campaigns across email, SMS, and social media platforms like Facebook and Google Ads.

Project Requirements:
The project required the Audience Builder to support the creation of custom rules to target specific users based on defined criteria, ensuring precision in audience segmentation. It needed to accommodate both simple single rules, such as matching an email address, and very complex rules using rulesets, like targeting all females with a Gmail address who purchased red shoes on a mobile device within the past 7 days. The system had to allow the combination of multiple rules with include/exclude logic and AND/OR operators, enabling marketers to build highly granular segments for effective campaign targeting.

Contributions:
Delivered comprehensive competitor analysis and user research to inform strategic design decisions. Developed detailed wireframes, sophisticated UI designs, and precise interaction specifications, culminating in an interactive prototype to facilitate user testing and serve as a definitive reference for developers.

Competitors:
Cordial’s Audience Builder competes with similar audience targeting tools from platforms like Lytics, which offers dynamic audience segmentation using cross-channel user data and behavioral rules; Braze, known for its advanced segmentation and cross-channel marketing capabilities across email, SMS, and push notifications; and Mailchimp, which provides user-friendly audience segmentation with behavioral targeting and lookalike audience features for email and ad campaigns.