Profiles Redesign
Modernizing a decade-old core product to align with how marketers actually troubleshoot — and making the business case to do it right.
I led the end-to-end redesign of Klaviyo's most legacy product area — influencing a pivot from a 1:1 code migration to a full experience overhaul that cut time-on-task by 31% and support tickets by 23%.
Design
Owned end-to-end UX from vision sprint through production — introducing new components and patterns to the design system.
Business Case
Partnered with analysts to quantify $10–15M in operational savings, making the financial case to expand scope from migration to full redesign.
Impact
Shipped to 150K+ users — reducing time-on-task by 31% and Profiles support tickets by 23% within six months of launch.
How might we modernize a decade-old product without disrupting 150K+ existing users — while making it dramatically easier to troubleshoot customer data?
Engineering initiated a technical migration from Backbone.js to React
In January 2023, engineering kicked off a mandate to migrate Klaviyo's oldest frontend code from Backbone.js to React ahead of the company's IPO compliance push. The initial scope was a strict 1:1 conversion — rebuild what exists, exactly as it exists, just in new code.
Imagine a product area that hadn't evolved since 2012
Profiles is the centralized repository for every piece of customer data Klaviyo holds — but the experience hadn't meaningfully changed since 2012. It was riddled with broken navigation paths, deprecated UI patterns, and workflows that no longer matched how marketers actually used the product.
A straight 1:1 rebuild would have locked in over a decade of accumulated debt for years to come. I saw a narrow window to make the case for doing it right.
Profiles Homepage
The existing Profiles homepage created billing confusion — it was unclear whether counts referred to email or SMS profiles — and lacked any meaningful search functionality.
Customer Profile Page
The individual customer profile page suffered from information overload — roughly 50% of the data marketers needed for troubleshooting was buried below the fold, requiring excessive scrolling just to reach consent status.
I led a 3-week vision sprint, developing data-driven ideas aligned with marketers' goals
Rather than react to an engineering constraint, I reframed the migration as an opportunity — running a focused sprint to define who uses Profiles, why they use it, and what friction was costing us.
User Archetype: The Troubleshooter
Someone who enters a customer profile to resolve issues, verify data accuracy, or confirm the status of a record. Speed and clarity are everything — not breadth of features.
Search First
Marketers need workflows that help them quickly access key profile data without digging through nested menus. Finding a record should take seconds, not clicks.
Understand at a Glance
Marketers need a clear picture of a customer's relationship to the business the moment they land on a profile — consent, contact, and subscription status up front.
Quantifying the cost of friction
I partnered with business analysts to translate design friction into hard numbers leadership could act on — calculating the operational drag created by the existing Profiles experience.
From migration to redesign
Using the cost-of-support-tickets calculation, I made the case to leadership that a 20% reduction in tickets would pay for the redesign work within six months — shifting the project's scope from a pure 1:1 migration to a full redesign.
Leadership approved the expanded scope. What started as a code migration became the most significant investment in Profiles in over a decade.
Redesigned Profiles experience
We prioritized the search experience and restructured the information hierarchy to surface the data marketers needed most — elevating consent status and contact details to the top of every page.
Profile count redesign
Addressed billing confusion with a clear card layout and contextual tooltips explaining what each count represents — eliminating the #1 source of support tickets in this area.
Data table redesign
Added search and column filtering to the profiles table, reducing the steps to find a record from 7 clicks to 3. Marketers can now filter by any property without leaving the page.
Information architecture
We locked the information architecture before designing layouts — elevating consent status in the hierarchy so it's immediately visible to anyone troubleshooting a profile.
Troubleshooting flow for consent
A streamlined flow lets marketers quickly verify a customer's consent status and history without leaving the profile page — turning a multi-tab workflow into a single, focused panel.
Aligning the experience with marketers' mental models
The redesign shipped to 150K+ users and paid for itself within the projected six-month window. New components and patterns introduced during this project were adopted into the Klaviyo design system and used in subsequent product areas.
