Retail Personalization Index

Bringing an annual report to life through UX research and design, brand and content strategy.

 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 an interactive 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



We turned Sailthru's Retail Personalization Index from raw data into a captivating web experience that resonated with enterprise audiences. By understanding the audience's interests, we crafted a website that transformed data into an engaging content journey. Our strategy involved refining data presentation, designing an intuitive user interface, and integrating a personalization quiz to drive signups and leads. This approach not only attracted media attention and social shares but also generated valuable leads that resulted in sales. Today, the framework we developed continues to be a cornerstone of Sailthru's operations, making it their most successful marketing initiative yet.


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.


After kickoff, we conducted comprehensive interviews with retail industry experts and internal stakeholders across departments. Insights from these conversations guided our strategy, focused on two key goals: creating a diverse lead generation plan with a personalization quiz and year-round content strategy, and positioning the Index as a thought leadership hub through enriched content and educational resources. This approach not only elevated the Index but also bolstered Sailthru's industry standing significantly.

User Testing

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

Personas & User Journeys

We 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


A homepage made more engaging through a mix of CTAs, editorial callouts and bite-sized data points
”How Sailthru Does It” features drove traffic to
Bite-size Data Features: Inspired by Google Trends we pulled smart data insights from the report to share across the site and on social channels.
Personalization Quiz: a short quiz to connect with audience
Personalization Quiz: Keeping the quiz sticky with fun facts throughout

©2024 Jesse Mann