Trademo Intel Hub: Doubling Engagement with Persona-Driven Dashboards
Redesigned the Trademo Intel experience around user personas to close a critical engagement gap.
P.V.Raj Vineeth
Senior Product Manager at Nielsen
From their time as
Senior Product Manager
Nielsen • 2024
Overview
Raj joined Trademo as the sole product manager for Trademo Intel, a global trade intelligence platform serving importers, exporters, and trade analysts. The platform had a growing customer base, but engagement was shallow: users would log in, pull the data they needed, and leave without exploring further. The mandate was clear, but the solution was not.
The Story
Raj joined Trademo as the sole product manager for Trademo Intel, a global trade intelligence platform serving importers, exporters, and trade analysts. The platform had a growing customer base, but engagement was shallow: users would log in, pull the data they needed, and leave without exploring further. The mandate was clear, but the solution was not.
Raj started from first principles. He talked to customers, sales teams, and customer success managers to understand what each persona actually needed when they arrived on the platform. The pattern that emerged was consistent: importers and exporters wanted to know what had changed since their last visit, not to navigate a full data platform from scratch every time.
From that insight, he designed Intel Hub, a persona-specific dashboard that surfaced curated, relevant insights immediately on login. Each user type saw a view tailored to their trade activity, reducing the number of clicks needed to reach meaningful data and making the platform feel like it was working for them rather than waiting to be queried.
Navigating Technical and Team Friction
The build was not straightforward. Several of the metrics Raj wanted to surface for the importer/exporter persona were not available in the existing data due to cleansing gaps and aggregation limitations. Load times for certain views were unacceptably high. The AI team had reservations about surfacing specific AI-generated features in the initial release.
Raj worked through each blocker methodically. Where data was unavailable, he identified alternate metrics that still answered the user's core question. For the AI features, rather than overriding the team's concerns or dropping the features entirely, he proposed a beta release to a limited set of users. Once the beta proved successful with existing customers, the features were rolled out to the full user base.
The launch of Intel Hub resulted in daily active users growing from 300-400 to 700-800. Raj applied the same persona-driven approach to Trademo MAP with the MAP Hub feature, extending the engagement improvement across the second major product.