Designing Customer Segmentation for EQL’s Shopify App
PROJECT OVERVIEW
Merchants using the EQL Shopify App couldn’t easily control access to high-demand launches (e.g. limited sneakers, collectibles, exclusive drops) in ways that matched their brand or marketing strategy. To target specific audience (VIP customers, top spenders, or regional cohorts) retailers relied on manual CSV uploads and tagging workarounds. This process was slow, error-prone, and created friction during time-sensitive launches.
GOAL
Enable merchants to select and apply native Shopify customer segments directly within the launch flow.
MY ROLE
Collaborated with another Product Designer to define and deliver the segmentation experience within the launch flow
Partnered with the Head of Product to run customer interviews, lead usability testing, and synthesize insights into actionable design decisions
Researched native capabilities of Shopify customer segments and translated them into solutions that fit seamlessly within our product experience
PLATFORM
Shopify App
TEAM
Head of Product, Head of Engineering, 5x Software Engineers, 2x Product Designers (me)
SUCCESS METRICS
% of eligible launches using segmentation
Increase in launch usage due to reduced setup friction
Time required to invite customers to a launch using a segment
DISCOVERY
To understand both platform constraints and merchant needs, we used a mix of product analysis, qualitative insights, and usability testing:
Reviewed sales and support calls to identify recurring friction patterns
Studied Shopify’s native segmentation logic and system behaviour
Interviewed retailers to understand how they currently segment customers and what tools they rely on
Conducted internal and external usability testing on prototypes
KEY INSIGHTS
Only a small percentage of retailers currently use Shopify segments, but interest was high once they understood the value for launches
Many merchants already segment audiences elsewhere and want that reflected in launch workflows
CSV uploads were widely disliked due to manual effort and error risk
Testing surfaced usability gaps around accuracy visibility, trust, and send confirmation
DESIGN SOLUTIONS
We partnered closely with engineering to define an MVP thin slice that delivered immediate value while working within platform constraints.
Added a segment selection flow directly into the invitations widget
Enabled merchants to choose Customer Segments from a dropdown when inviting audiences
Included a shortcut to manage segments in Shopify if edits were needed
Designed a dynamic snapshot system showing: total recipients, duplicates removed across segments and final send count
Enabled downloadable invite list snapshots for auditing
Improved the review step with preview + confirmation states to increase confidence before sending
KEY OUTCOMES
Strong early adoption among eligible launch types, validating feature–user fit
Measurable reduction in launch setup time
Retailers reported segmentation was significantly easier than CSV uploads
New use cases emerged (e.g. geographic targeting) through customer feedback
Identified demand for future integrations with external CRM segmentation tools
IMPACT
This feature transformed segmentation from a manual workaround into an intuitive, embedded workflow. By reducing operational friction, merchants can now focus on launch strategy rather than logistics—improving both speed and audience targeting precision.