Retail Personalization Index

Bringing an annual report to life through UX and UI design.

 I The Retail Personalization Index (RPI) is the leading study in assessing top retailers' personalization capabilities. Sailthru asked Frank Collective for help bringing the report to life through a web experience and I stepped in as Lead UX Strategist and Designer. I delivered UX, UI and a comprehensive digital strategy that Sailthru could implement to increase traffic and increase valuable enterprise sales leads.

Lead UX Strategist & Designer 
UX • UI • Content Strategy • Research
Agency: Frank Collective
The Retail Personalization Index



Problem:  The Retail Personalization Index is a rankings report with the potential to attract the attention of the world’s largest retailers. But the report itself was just raw data. Sailthru wanted to package the report into a web experience that would be worth sharing with media outlets, on social channels and with enterprise prospects. We helped them dig deeper into why their audience would care about the report, come up with creative ways to package the information and find opporunities within the website to market Sailthru services and platform. 

Solution: We crafted a website that transformed data into a aptivating content journey. Our approach involved refining the data presentation, designing an intuitive user interface, and integrating a personalization quiz to drive signups and leads. The report stands as Sailthru's most successful marketing initiative, consistently generating subscribers, valuable leads and driving sales year after year. Even today, the framework we designed remains a cornerstone of their operations.


To start the project we facilitated a remote workshop with core Sailthru stakeholders. This was an opportunity to ask lots of questions, learn more about how the business used the report, align on challenge areas and share our unique point-of-view. We asked questions to spark dialogue such as:

Initial Concepts

I came to the kickoff with initial ideas of what would be effective. This project had an aggresive timeline and we were eager to dive in and align as a team.


We conducted user interviews with retail industry experts and internal stakeholders across sales, solutions, product, and marketing. From these interviews, we distilled key insights to build a strategy around Retail Personalization Index.

  • A lead gen tool that sparks great dialogue:  Develop a multi-pronged strategy for developing leads.
  • A thought leadership hub to amplify the brand: Create a richer content ecosystem around RPI.
  • Opportunities to learn more about Sailthru: Use RPI as a chance to educate first-time visitors on Saithru.

User Testing

Leveraging data from heatmaps, clickmaps, journey maps and screen recordings we created design recommendations grounded in data.

Personas & User Journeys

Personas brought insights to life by connecting our learnings to target users and their respective user journeys.

Information Architecture

The information architecture of the new site was based on our content strategy and validated with our personas and user journeys. The site maps highlighted important content by section, key CTAs and onsite links as well as opportunities for personalization and testing. This milestone in the project alligned stakeholders and streamlined the wireframing and content creation process.
Exisiting Site Map Overview
New Site Map Overview
Langing Page Overview
Trends and Insights Overview
About RPI Overview
Personalization Score Overview
Contact Overview


”How Sailthru Does It” drive traffic to
Case Study Callout
Topic Callouts
Data Feature
Quiz Feature
Personalization Quiz

©2024 Jesse Mann