Empowering Enterprise Data, Teams with Frictionless Data Activation
Project Overview
Neustar’s Customer Data Platform was designed to handle immense data complexity — but for users, that power often felt out of reach.
We were brought in to rethink the Cleanroom experience from the ground up, addressing friction across data onboarding, transformation, and collaboration. The goal was clear: make the product feel powerful yet approachable, for all types of users.
Data Onboarding
Data Asset Management
Clean Room Collaboration
Smart Monitoring
A Customer Data Platform (CDP) is a type of software. Specifically, it’s a kind of database software: one that creates persistent, unified records of all your customers, their attributes , and
their data.
This creates a 360-degree customer profile, also called a single customer view, which can then be
used by 3rd party tools or built-in marketing automation tools to execute marketing activities and
analyze their performance.
The Challenges
Users like data engineers struggle to keep track of what’s complete and what’s pending — especially across schema mapping, tagging, and validation. The lack of progress visibility and intuitive transitions between steps leads to user drop-offs and rework.
Mandatory fields are not visibly marked, field-level actions like tagging feel repetitive, and there's no in-context help. Non-technical users are left guessing — often submitting incomplete or incorrect data that leads to failure during activation.
Research & Insights
We worked closely with stakeholders, power users, and product leads to identify the real bottlenecks:
Data Teams
Wanted easier access and faster collaboration without relying on developers.
Marketers
Needed intuitive tools to activate audiences and measure impact independently.
Platform Admins
Looked for centralized control and clear visibility across users and workflows.
What We Set Out to Solve
Data Onboarding
Get the right data, to the right place, the right way.
We mapped the data engineer’s journey — revealing the need for automated mapping, smarter tagging, and clearer system feedback.
Provider & connector selection
Schema transformation with dual modes (UI + Query)
Validation, profiling, and mapping logic
Smart alert systems & progressive onboarding flow
See It. Track It. Fix It.
We mapped the data engineer’s journey — revealing the need for automated mapping, smarter tagging, and clearer system feedback.
Data Assets
Understand how the engine runs under the hood.
This layer uncovered architectural inconsistencies and a lack of visibility in real-time operations. We deep-dived into the system workflows to improve:
Monitoring
Schema configuration
Batch vs real-time ingestion
Managing tags, alerts, and triggers with clear feedback loops
From Upload to Activation
Visualize every step — ingestion, schema mapping, transformation, and alerts — in a connected pipeline view.
Clean Room
Collaborate without compromising privacy
The Cleanroom is where Neustar enables businesses to securely share anonymized data with partners. But lacked clarity, role-based permissions, and post-collaboration utilities.
Data locker setup and cleanroom creation
Partner invitation workflows
Defining privacy budgets and shared attributes
Post-engagement data visualisation and artifact access
A Platform Built with Layers of Complexity
What seemed like disconnected tasks — onboarding, schema mapping, cleanroom setup, and data collaboration — were actually fragments of a much larger user journey.
Our redesign focused on stitching these moments together into one unified, intuitive, and empowering experience.
Outcome That Drives Confidence
The redesigned platform empowered Neustar’s teams to move faster, collaborate smarter, and manage data with ease. What once felt fragmented and complex now feels seamless, unified, and scalable—laying the foundation for future innovation.
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