Two features designed for Cemantica — a B2B customer journey mapping platform. Each case covers the full design process from discovery to final delivery.
Users wanted to tie measurable outcomes — KPIs, NPS, satisfaction scores — directly to journey maps. The challenge: design a solution that feels simple for beginners, yet powerful for advanced users who need flexibility and multiple chart types.
The Persona feature existed but was rarely shown in sales demos — its design failed to communicate value to prospects. This project involved rethinking how personas were created, displayed, and managed, while addressing real pain points around text overflow and image flexibility.