ENTERPRISE SAAS · DATA VISUALIZATION · DESIGN LEADERSHIP
Sprinklr Display platform
Evolving a customization-heavy social-display tool into a more scalable enterprise platform for large-format data storytelling.
From 2017 to 2026, I contributed to Sprinklr Display as both a hands-on product designer and the manager of its distributed design team. My work combined product design, client delivery, data visualization, technical prototyping and team leadership.
ROLE
Senior Product Designer → Product Design Manager
TIMELINE
2017–2026
PRODUCT
Enterprise B2B SaaS · Large-format data visualization
SCOPE
Product design · Design leadership · Client delivery · Technical prototyping
Display Builder
Finished CCaaS Display
Sprinklr Display paired a browser-based composition tool with branded, large-format data experiences used in command centers, executive environments and events.
Project overview
Display evolved across several stages: integrating Postano into Sprinklr, reducing dependence on custom code, supporting increasingly complex customer use cases and adapting to information-dense CCaaS environments.
CHALLENGE
Customization did not scale to meet new client requests.
Display’s visual flexibility often depended on customer-specific design and CSS or JavaScript customization. As the product expanded into CCaaS, larger data feeds and denser layouts exposed new platform, interaction and delivery constraints.
MY CONTRIBUTION
Product design and global team leadership.
I contributed selected widget controls during the initial product redesign, designed and delivered customer Displays, translated recurring implementation needs into product recommendations and later managed the three-person global design team responsible for Display delivery.
APPROACH
Customer evidence translated into product improvements.
I worked across customer discovery, information design, technical prototyping, beta validation and Design–Engineering collaboration. As manager, I also guided designers through product constraints, improved project intake and represented the team’s priorities in roadmap discussions.
OUTCOMES
Reusable capabilities and delivery practices.
Recurring needs informed native capabilities including semantic sorting and responsive widget behavior. The team established reusable CCaaS patterns, introduced a five-day minimum design window and created customer guides that were later added to Sprinklr’s knowledge base.
SELECTED IMPACT
Native product capabilities from recurring customer needs
Responsive widgets supporting denser CCaaS layouts
Scalable delivery and customer-enablement practices
My Display journey
2017
Joined during platform redesign
2018
Semantic sorting became native
2021
Became Product Design Manager
2022
First CCaaS implementation
2023–2024
Renewed product development and drill-down evolution
2026
Five-day requirement added to SOW
Platform evolution
Display evolved from Postano’s social-display interface into a broader Sprinklr platform capable of supporting enterprise analytics, richer widget controls and increasingly complex customer use cases.
The broader platform redesign was a cross-functional effort. My direct contribution focused on selected widget controls, customer validation and recurring implementation needs that later informed native capabilities.
Some of the platform enhancements included:
- Controls reorganized by purpose.
- Data settings separated from visual controls.
- Widget-specific customization.
- Expanded support for enterprise data.
- Reduced dependence on custom code.
Postano UI (2017)
Sprinklr Display UI (2022)
Built for data people see together
Sprinklr Display turned enterprise data into branded visual stories for command centers, executive spaces and live events. Unlike a traditional dashboard, it ran continuously on large screens and communicated key information without requiring interaction.
The product in one sentence
A presentation layer that curated selected metrics, visualizations and social content into slides people could understand quickly or view from across a room.
One data source, two different experiences
Display and Sprinklr dashboards could draw from the same underlying data, but they served different viewing behaviors and were configured independently.
The audience might look for only a few seconds or from several feet away. Each setting called for a different balance of information, motion and visual emphasis.
Command centers
Information-dense views for teams monitoring activity, performance and emerging issues.
Executive environments
Curated highlights with strong hierarchy, controlled content and limited visual noise.
Events
Branded, motion-led experiences combining live social content with supporting metrics.
Image of a Sprinklr Display activation at the Super Bowl LIV media event.
Large screens changed the design priorities
A successful Display was not simply a dashboard enlarged. Every slide needed a clear focal point, readable data and enough visual character to hold attention without overpowering the information.
Glanceability
Make the primary message understandable within seconds.
Distance Legibility
Keep type, contrast and spacing clear across a room.
Information Hierarchy
Decide what deserves attention instead of treating every metric equally.
Data Density
Balance available information with viewing time and context.
Motion
Use animation to guide attention without distracting from the data.
Brand Integration
Create a recognizable experience without letting decoration overpower meaning.
This context shaped my role on both sides of Display: translating customer data into finished experiences and helping recurring implementation needs become reusable product capabilities.
My role
From product designer to PRODUCT design manager
My involvement with Display covered two distinct stages. I began as a hands-on product designer working on the platform and customer implementations. In 2021, I became the manager of the distributed design team responsible for Display delivery, while remaining closely involved in product decisions and complex engagements.
Senior product designer
2017–2021
I worked directly on the Display platform and designed customer-facing experiences for large-format environments. My role combined interface design, data visualization, customer discovery and technical prototyping.
Responsibility List:
- Contributed selected widget controls during the initial platform redesign.
- Designed branded Displays around customer data, audiences and viewing environments.
- Used CSS and JavaScript to test ideas and address product limitations.
- Participated in customer discovery, beta validation, implementation and training.
- Brought recurring implementation needs back to Product and Engineering.
Primary Focus
Designing the product and using it directly with customers.
Product Design Manager
2021–2026
I managed three designers working across New York, London and Dubai. I assigned projects, reviewed design direction and helped the team work through platform constraints, customer feedback and Engineering dependencies.
Responsibility List:
- Managed project allocation across overlapping global engagements.
- Reviewed information hierarchy, visual direction and implementation trade-offs.
- Helped designers resolve product constraints without taking ownership away from them.
- Represented the team’s delivery needs in Product and roadmap discussions.
- Worked with Project Management and Enablement to improve project intake and delivery expectations.
- Continued supporting complex customer projects and product-development initiatives.
Primary Focus
Improving design quality, team capacity and the connection between customer work and product development.
HOW OWNERSHIP WORKED
Designers retained ownership of their assigned customer solutions. My role was to provide direction, review important trade-offs, help remove delivery obstacles and connect recurring problems with the appropriate Product or Engineering partners.
I did not own Display’s entire product strategy. I contributed through direct product work, customer evidence, technical understanding and the priorities I represented on behalf of the design team.