Velora Engagement Engine

Overview

Velora Engagement Engine is an internal marketing platform tool used to build complex audience definitions via an API-driven interface.

Referred to internally as the “Engagement Engine” to reflect its role beyond audience creation.

Problem

The original experience exposed raw system structure — tables, joins, and rules — requiring technical knowledge and external documentation. This created friction, slowed workflows, and increased the risk of errors for non-technical users.

Design Goals

• Reduce cognitive load for non-technical users
• Guide users through complex audience logic
• Minimize errors through clearer validation
• Create a scalable UX pattern for future features

Phase One: Reducing Friction

Phase one of the redesign focused on reducing immediate friction in the existing engagement engine. Several core interaction patterns created confusion for non-technical users — including an unlabeled circular “Add” control, misaligned primary actions, and system operators presented without context.

These patterns made it difficult for users to understand what actions were available, what they did, or how selections impacted audience logic, often requiring prior system knowledge or external documentation.

Foundation for Future Iteration

This foundational cleanup created space for future iterations focused on deeper workflow guidance, progressive disclosure, and audience validation — without overwhelming users early in the process.