ENTERPRISE DECISION ENGINE (EDE)

UX: 0 → 1 PRODUCT DESIGN

Note: This case study reflects my personal UX contributions and leadership. Details have been intentionally abstracted to protect client confidentiality.

Client: Comcast
Timeline: April 2024 – Present
Role: UX Designer / Design Lead (0 to 1 Enterprise Platform)

CHALLENGE

Comcast was developing a net-new Enterprise Decision Engine (EDE) to power recommendation logic across channels. While the system leveraged ACRE UI components, there was no defined EDE product experience, no scalable authoring workflows, and no shared mental model for how users should create, test, and deploy decision logic.

As adoption increased, users surfaced critical friction points that threatened scalability:

  • Deployment workflows tied to a single user

  • Slow performance and frequent timeouts

  • Rigid, multi-step packaging flows

  • Navigation patterns that blocked parallel work

  • Limited onboarding and in-context support

The challenge was to define the first EDE UX from scratch, while simultaneously evolving it based on live enterprise user feedback.

RESEARCH & CONTINUOUS FEEDBACK

Methods

  • Builder, everyday user, and stakeholder interviews

  • Unmoderated usability studies

  • Ongoing qualitative feedback collection

  • Workflow and system analysis across multiple workstreams

This approach allowed the EDE UX to evolve from initial definition → validated enterprise system.

USER-VALIDATED PAIN POINTS

Based on direct user quotes and synthesis, I identified six high-impact UX problem areas EDE UX User Feedback:

1. Deployment Workflow Friction

  • Only the original package creator could deploy

  • “Save as Draft” and “Add to Package” were separate, error-prone steps

  • Users explicitly requested a single, combined action

UX Impact: Increased errors, blocked collaboration, slower releases

2. Test & Validate Experience

  • Test results were cluttered and overwhelming

  • CSV exports were used as a workaround but were heavy and inefficient

  • Users wanted clear, high-level summaries inline

UX Opportunity: Build trust through clarity, not raw data

3. Action Management Inefficiencies

  • Strategy page forced one-by-one action management

  • No multi-select or “Select All” functionality

  • Bulk work became slow and error-prone

UX Opportunity: Reduce repetitive effort for power users

4. Support & Onboarding Gaps

  • New users struggled to understand workflows

  • “Get Support” was underutilized and insufficient

  • Users wanted in-context guidance and walkthroughs

5. Timeout & Performance Issues

  • Saving and deploying frequently timed out

  • Page freezes during bulk actions or simulations

  • No warnings before timeouts disrupted work

UX Role: Surface system states clearly and reduce uncertainty

6. Navigation & Interface Limitations

  • Clicking rules or actions navigated users away from their current context

  • Users explicitly requested links opening in new tabs to enable parallel work

This was cited as one of the biggest UX blockers

KEY INSIGHTS

With real-world usage, several truths became clear:

  • UX clarity directly impacts engineering efficiency and deployment velocity

  • Enterprise users value speed, transparency, and control over visual novelty

  • Navigation patterns must support parallel, expert workflows

  • Governance and autonomy must coexist

These insights informed both design decisions and prioritization conversations with product and engineering.

DEFINING & ITERATING THE 0→1 USER JOURNEY

I defined and evolved the canonical EDE journey:

  1. Create recommendations or placements

  2. Define and edit rules inline

  3. Test and validate outcomes with clear summaries

  4. Package, deploy, and iterate efficiently

Each phase was refined using direct user feedback, ensuring the system scaled with real usage patterns

UX EXCELLENCE & SCALABLE SYSTEMS

Beyond screens, I improved team execution by introducing:

  • Story creation frameworks clarifying UX intent and acceptance criteria

  • Scalable design review processes to reduce rework

  • Continuous collaboration with engineers to balance UX improvements with performance constraints

This elevated the operational maturity of UX within the EDE program.

USABILITY & FEEDBACK SIGNAL

Users consistently rated the experience positively, while offering actionable improvement areas:

  • “Overall, it’s actually pretty easy to create the rules.”

  • “You guys are very quick to implement changes — not dismissive.”

  • Performance and deployment remained the largest blockers, not comprehension.

IMPACT (STRONGER, EVIDENCE-BASED)

This work:

  • Defined the first EDE UX foundation at Comcast

  • Enabled non-engineers to author and manage decision logic

  • Reduced friction in testing, packaging, and deployment workflows

  • Created a feedback-driven UX model for enterprise-scale systems

  • Directly contributed to my promotion to Senior Analyst, based on leadership and impact

WHAT I LEARNED

Designing EDE from 0 → 1 → scale taught me how to:

  • Lead UX in ambiguous, high-stakes enterprise environments

  • Use qualitative feedback to drive roadmap influence

  • Design systems that balance governance, autonomy, and performance

  • Earn trust with senior stakeholders through clarity and follow-through

NEXT STEPS

  • Continue performance-focused UX improvements

  • Introduce inline validation summaries

  • Improve onboarding and in-context support

  • Measure success through adoption, speed, and error reduction

SOLUTION

I led the 0 → 1 UX definition and iteration of the EDE platform, owning discovery, workflow design, usability validation, and stakeholder alignment.

The solution established:

  • The first end-to-end EDE authoring experience

  • Accepted workflows for creating, testing, packaging, and deploying rules

  • Governance and domain differentiation patterns

  • UX foundations for intelligent recommendations (ranking, timing, personalization)

  • Scalable, low-code interaction patterns

Critically, I also operationalized continuous user feedback loops, ensuring real user pain points directly shaped product decisions.

STRATEGIC LEADERSHIP & CLIENT TRUST

As EDE adoption grew, I became a trusted UX lead across design, product, and engineering.

  • Led cross-functional UX efforts across discovery, design, validation, and sprint planning

  • Regularly facilitated stakeholder alignment sessions to clarify scope, tradeoffs, and success metrics

  • Presented synthesized user feedback to Comcast leadership

Key inflection point:
Following a user feedback readout, Comcast leadership requested that I formalize and lead recurring UX feedback sessions to be reviewed at the start of each quarterly planning cycle — elevating UX research from ad hoc input to a strategic planning artifact

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