We transformed Gravity's script-based recommendation engine into a visual drag-and-drop editor, cutting integrations from months to minutes.
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services
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services
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/ The Pain
Gravity had a strong recommendation engine, but delivering it was slow and costly. Enterprise integrations could take more than a year, while smaller clients were never worth the engineering hours.
Data teams had to wire everything manually with scripts and SQL, turning the system into a “black box” that few could understand. This not only frustrated clients but also limited Gravity’s ability to scale its product.
/ Co-Creation
We began with interviews and workshops that involved Gravity’s business leaders, analysts, developers, data engineers, and consultants. Together, we mapped how recommendations were integrated and broke down the jobs to be done.
We created a shared design language, dictionary, information architecture, wireframes, design kit, and high-fidelity screens. This co-creation process gave everyone the same view of the problem. It became clear that the old way of integrating and managing personalization could not scale and needs to change.
/ The Breakthrough
The solution was clear: replace scripts with a visual tool. We designed an editor that functions like a whiteboard, allowing you to drag, connect, and design data flows easily. It made collaboration between engineers, analysts, and business leaders seamless. What once took months of manual coding could now be done in minutes, making the system transparent and collaborative.
workflow mapping
concept validation
co-creation
design system setup
rapid prototyping
design reviews
roadmap development
go-live
/ Testing
Before launch, we focused on validating how people interacted with the new visual editor. Instead of testing basic whiteboard usability, we looked at whether users could confidently design and connect data flows. We set Illustrator, Shaderforge, Blender benchmarks. The in-house data team became early adopters, using the first prototype and giving feedback that directly shaped the roadmap. What started as a test quickly turned into a co-creation process with the team itself.
/ Adoption
Once the prototype was live, the challenge was no longer just technical. Success depended on convincing client-side professionals to adopt the tool and champion it inside their organizations. By highlighting clear benefits, such as faster integrations, easier control, and visible results, we turned skeptics into advocates. Even those who had preferred command-line scripts became some of the strongest supporters of the visual editor.
/ The impact
The new editor transformed how Gravity delivered personalization. What used to take months of engineering effort could now be done in minutes, reducing integration time and cost for both sides. This shift opened the door to serving smaller clients profitably while still supporting enterprise-scale projects. It also created a scalable model where data teams could own and manage flows themselves without relying on expensive, manual engineering work.
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Integrations cut from months to minutes
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Collaboration between engineers, analysts, and leaders
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Visual drag-and-drop data flow editor
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Scalable and cost-efficient personalization
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Transparency replacing “black box” processes
/ Learnings
This project taught me the importance of winning internal champions for a new product. Not every stakeholder initially believed in a visual solution, especially those accustomed to command-line tools, but the right workshops and involvement ultimately turned them into strong advocates.
I also learned the value of co-creation: the best ideas came when developers, analysts, and designers shaped the product together. Finally, the experience pushed me to move beyond design into product strategy, leading me to coordinate the roadmap as a product manager.
Are you facing similar challenges? Interested in exploring solutions?
Our philosophy
We think design is the ultimate power can make tech meaningful. From problem to solution, journey to box-shadow we embrace the whole specter of building products.
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