The right view
for each question
UX and interface design for a customer workspace that connects geographic exploration, sales comparisons and outreach.
- Design lead
- Lorenzo Rogante
- Design scope
- Product direction · Information architecture · UI design
- Collaboration
- Management and development team
- Designed for
- Commercial teams and account managers
Commercial teams need different views of the same customer base. Geography locates relationships; comparison reveals differences; outreach provides a route from an observation to a prepared response. The design keeps these tasks connected.
or explore the workspace
Key decisions
A map with room to work
The main workspace prioritises the map while keeping the conversation alongside it.
Continuity across views
Customer identity and the selected context remain stable as geography becomes a comparison.
Analysis into outreach
Audience, offer and source quality stay connected to the investigation that prompted the campaign.
Read comparison as a table
| Customer | Sales | Forecast CLV | Churn risk |
|---|
Geography: Natural Earth · Public domain. Fictional locations, not business addresses.
Read geography and commercial signals together
The map occupies the main workspace, with the conversation alongside it. Customer locations and commercial signals can be inspected together before the team narrows the investigation to a region or relationship.
Let the question determine the view
A map explains where customers are; a ranked chart supports comparison. The interaction uses the question to select an appropriate representation instead of requiring a report choice before the investigation begins.
Preserve identity through the transition
In this reconstruction, geographic markers become the anchors of a ranked sales chart. Selection, filters and period remain shared, making it possible to follow the same customer as the representation changes.
Distinguish past performance from future estimates
Historical sales, estimated future value and churn risk answer different questions. Separate labels and measures prevent strong past sales from obscuring a relationship that may need attention.
Sales and potential
are different measures
€368,200 historical sales · €463,900 forecast CLV
Connect the finding to a response
A regional decline in potential customer value can lead into outreach. Audience selection, a relevant offer and message preparation form a connected workflow, retaining the context of the original investigation.
Select recipients
and review the message
Customer Map → Campaigns → Templates → Products → Data Sources
Review the audience and the underlying data
Recipients, templates, products and data sources remain available during preparation. Missing information is surfaced before the next step. The interactive reconstruction supports reviewing a local draft; it does not send a campaign.
Select recipients
and review the message
Customer Map → Campaigns → Templates → Products → Data Sources
A new view, the same customer context
This case study presents professional product design work. Interfaces have been recreated for the portfolio using synthetic records and generic names. Interactive sequences illustrate design decisions rather than record the original application. The figures are examples, not measured project outcomes.