Designing across an entire experiential marketing platform.

Experience Manager is the surface AnyRoad's operators live in every day. Brand-home staff, distillery managers, retail event leads. They use it to schedule, staff, sell tickets, run the day, and prove the value of a season afterward.

Before this product matured, brand-home teams stitched together booking widgets, spreadsheets, manual headcount, and disconnected POS. The redesign pulled those operations into a single workspace: a structured creation flow for getting experiences from blank to live, a walk-up flow that handles whatever shows up, a booking lifecycle that surfaces what the operator can act on, and guest data captured for everyone in the party.

• 01
  Full-featured experience creation. Four required steps cover everything needed to publish: experience details, ticket types and pricing, time slot scheduling with capacity controls, and media. Advanced settings are optional and surfaced separately: resource assignment, checkout questions, post-experience feedback, pricing rules, online booking preferences, and email customizations. Operators can be live in minutes or spend an hour on the details. The same flow handles both.
• 02
  Walk-up booking, on the fly. Walk-ups can create time slots that don't exist yet, transfer a guest to a different experience with auto ticket-mapping, and reconcile the price difference on the original card. One operator, one screen, no IT.
• 03
  A 13-state booking lifecycle. Every booking flows through 13 states: staged, stale, pending_payment_auth, taken, discarded, and more. Each transition triggers its own side-effects, including ticket reconciliation, capacity replenishment, webhooks, and review-email scheduling. Designing the operator interface meant making the right state legible at the right moment, without overwhelming the screen.
• 04
  FullView guest data capture. Captures first-party data and marketing opt-ins from every guest on a booking, not just the booker. Configurable minor exclusions, large-group cutoffs, and IP-based location capture handle regulated spirits, family-friendly retail, and corporate group bookings out of the box. A capability competitors don't have.

Atlas Insights is the analytics surface AnyRoad's customers use to turn raw guest data into operational understanding. Five surfaces that close the loop from collecting feedback to acting on it: Question Builder, Explorer, Pinpoint AI, Insights, and Industry Benchmarks.

This is the most-detailed surface I've shipped at AnyRoad, and the one with a named, public customer proof point. Diageo's Johnnie Walker Princes Street publicly attributes a 16-point post-visit NPS lift to Explorer, Pinpoint (Feedback Analysis), and Industry Benchmarks on their flagship whisky tour. The deep dive on each surface lives on its own page.

• Question Builder
  A question library with standardized + custom types. NPS, Opt-in, Purchase Behavior, and Birthdate ship industry-validated; Custom covers the long tail; conditional logic and translations layer on top.
• Explorer
  Ad-hoc analytics across any metric, dimension, or time range. A lightweight but full-featured data exploration tool: guests, sales, NPS, and attendance broken down by age, distance, gender, experience, and more. Segments built here are saved and shared across every other Atlas surface.
• Pinpoint AI
  ML-clustered topics ranked by NPS impact. Open-text feedback at scale, with severity badges and pre/post deltas.
• Insights
  Auto-narrated weekly executive summary. Composes from Explorer, Pinpoint, and the platform's underlying booking and revenue data into prose an operator reads on a Monday morning.
• Industry Benchmarks
  Peer-baseline overlay. Every brand metric shows industry context where the operator already reads it.

The compositional bet.

Across seven years and four product areas, the platform-design decision underneath everything was that the surfaces had to compose, not just coexist. A booking captured in Guest Experience populates the dashboard in Experience Manager and the segment view in Explorer. A topic surfaced in Pinpoint appears inside Insights. A guest from a Live activation lands in the same customer record an LTL membership program will eventually pull from.

That meant we couldn't design surfaces as separate features. They had to be designed against a shared mental model: the same customer, the same segment, the same experience taxonomy. And against a shared interaction grammar so an operator who learned one surface could read all of them.

• — Principle 01 / Shared customer objectA guest profile in Explorer, a verbatim card in Pinpoint, a check-in in Experience Manager, and a member record in Lifetime Loyalty all reference the same underlying customer. One model, surfaced everywhere.
• — Principle 02 / Segment as a shared building blockSegments authored in Explorer aren't filter combinations. They're named entities every other surface can reference. Define once, use everywhere.
• — Principle 03 / Consistent NPS visual languagePromoter / passive / detractor coloring, and pre/post-visit deltas, look the same in Atlas, Live, and Lifetime Loyalty. The eye learns the system once.
• — Principle 04 / Synthesis cites synthesisInsights doesn't reinvent topic detection. It cites Pinpoint. Pinpoint doesn't reinvent the response. It cites the survey configured in Question Builder. The chain is legible.
• — Principle 05 / One design system, not manyAs the platform grew from one product to four distinct areas, the design system grew with it. New patterns for data-dense work, mobile field tools, and member-facing surfaces all extended the same foundation rather than forking it. Velocity without divergence.