Prior to the Marketplace, V12’s data offerings were accessible only through custom quotes and lengthy back‑and‑forth emails. Clients faced multiple attributes and data sources required expert guidance, manual quote generation stretched over days, delaying campaigns, and users lacked clear previews of segment performance and cost estimates. These barriers led to under‑utilization of V12’s rich data assets and limited recurring revenue opportunities.

To bring the V12 Marketplace to life, I began by conducting in‑depth user and stakeholder research—interviewing marketing managers to map their decision workflows and collaborating with sales and data science teams to understand our underlying data models and pricing logic. Leveraging these insights, I iteratively crafted low‑fidelity wireframes and ran rapid usability tests, refining filter controls, terminology, and the checkout flow until users could confidently navigate the catalog.