Data-Driven AI Segmentation with EEF
How might we use AI for engagement-based segmentation?
UX
I’m in it for the moment a mess admits it has patterns.
Shipping tools for businesses is my craft. Tools people use on the job. I thrive on the challenge of transforming these messy systems into something people love.
How I typically work
Build the model the org can think with.
Every model is wrong, but necessary for alignment. Teams need to be able to talk about the abstract ideas. A shared language gives the team something to circle around, so they don’t talk past each other.
Turn the model into shipped product.
These systems have to survive a real surface and real people. The ones on day zero and the ones on day one hundred, who need different things from the same screen.
Share the tools.
Then I make it repeatable without me. Work only I can do is a bottleneck, so the last move is always tools and teaching.
Stories
Reinventing Campaign Management
I've been leading design for a new Campaign experience that bridges legacy systems, empowers marketers, and drives innovation at scale.
Building a Perspective on Conversational Design
How I helped our AI team prepare for the coming wave of conversational use-cases on Salesforce.
Design-Led Transformation for a Workforce Management Platform
How we built a research-backed vision for a workforce management leader. (And where they are now.)
Crafting a Design System for Marketing Analytics
Coming soon.
Also published: An Approach for Designing Trustworthy Agents and Beyond Vibe-Coding: A Strategic Framework for AI in Design.
I’ve been working with AI for quite awhile
- 2017 Robo-Investing Trust Journey maps for Charles Schwab’s robo-investing service, at DesignMap — the moment a person hands their money to an algorithm and has to believe it will behave.
- 2017 Rosie, an Agent Concept Inspired by the beloved family robot from The Jetsons, Rosie was an agent concept for a workforce platform, back when “agent” meant a decision tree with a friendly name.
- 2019 Conversational Design POV A conversational-design point of view, written with no budget and no sponsor. This was the year of Salesforce’s first big voice push, and wanted to make sure we stayed ahead of that.
- 2019 Einstein Engagement Frequency A project from my early years on our AI team, I iterated on a marketer tool that essentially reduced spamming.
- 2023 Generative AI Research Generative-AI research inside Marketing Cloud, a year before the mandate.
- 2025 Agentforce Innovator I’ve studied and practiced on our own tools, drank our champaign. It’s good stuff.
- 2026 Agentic Processes & Tools Over the past few months I’ve built and packaged various tools, including an agentic harness for myself and others.
- Now The Lab as a System The Lab, run as a system: a fleet of small production apps I actually depend on, and the agentic harness that keeps building them. Everything gets tried on something real of mine before it is offered to anyone at work.
Eric is and will always be an anchor designer — a strong and trusted professional you can build a team and a product around.
Craig — led design for Marketing Cloud at Salesforce
A far-looking, pattern-seeking visionary, and a hands-on proliferous craftsman.
Tamar — Eric’s manager at Salesforce
He formed the cornerstone of our user experience design team and produced tremendous work under great pressure.
Michael — Eric’s manager at Qualified
His work set a strong foundation for our product and is still being used today.
Matt — founder of ReaLync, a client
Whatever my team needs, I’ve usually tried it out in my basement.
Honing one’s craft is a way of life, not a 9-5.