LiveRamp Data Collaboration and AdTech
Challenge
LiveRamp Design System (MUI)
LiveRamp V2 (MUI)
- Even within our own organization the understanding of identity concepts is limited
- Communication between product team and other stakeholders
Data Compliance
1
Product Designer
5
Countries
Identity Engine - Product Overview
Product Evaluation, Initial User Research
Integration with LiveRamp Product Ecosystem
Design Facilitation
Internal and External Feedback
- Code dependent
- Required domain expertise in identity
- Fragmented user flows
I conducted extensive user research with teams that build one of the most established third-party reference graphs in the world.
Legacy Design System (Ant)
Legacy IA (Ant)
LiveRamp (MUI)
Creating a low/no code experience will make identity resolution more accessible.
OutcomeDue to the low/no-code user interface, the system has been able to create equivalent outcomes in building a client identity graph but reducing the necessary time frame from three to six months to two weeks.
“Identity Engine is critical to that process because it is providing the foundation for our internal Viking ID. ...we're relying on that backbone of data about each person to help us make sure that we are managing identity as accurately as possible.”
-Sr. Director Database Marketing, Viking
Results and Feedback
Identity Engine on the main stage at our yearly conference RampUp.
Our demo was one of the most attended, they had to remove barriers to allow more people to view!
- Value of partnering closely with other teams like GTM, Sales, Solutions Engineering, and Customer Support
- Regular communication of product efforts and learning across the organization
July 2021 - March 2025
Summary
Identity Engine is a flexible system that unifies data from different siloes and creates a single repository of customer information keyed to a proprietary universal identifier. Creating value by enabling personalization across advertising and marketing channels to maximize connection to the end customer.
I was the lead designer working with four development teams and three product managers.
Identified Usability Risks
User Research on Graph Building
Design System
Information Architecture
Design Sprint NYC (January 2023)
Technical Service Training London (November 2023)
Usability Study (Fall 2023)
Customer Feedback
User Analytics
Customers
Product Snapshot, Use Cases, and Customers
Program tracking user interaction through Pendo + FullStory to make data-driven decisions.
Long Range Planning, RampUp, Retrospective
Long Range Planning (Spring 2025)
Service Blueprint
Retrospective
Use Cases
Data Unification
Data Enrichment
24
Engineers
2
Program Managers
3
Product Managers
Team
Identity Engine is an enterprise data unification system that enables companies to create a high fidelity view of their customer’s journey.
Learning