Customizable List Table
Contact feature redesign in Trumpia’s B2B messaging SaaS · Customizable table for faster access and better control
At Trumpia, I took ownership of the Contacts Feature Refactoring project and focused on improving how users manage and view contact information across the platform.
This case study highlights one of the key enhancements from that initiative: the Customizable List Table, which allowed users to personalize data views and streamline their daily workflows.
About Trumpia
Trumpia is a multi-channel marketing platform that supports SMS, email, voice, and social messaging campaigns through advanced targeting and automation.
Contacts Feature Structure
The Contacts module includes tools for managing, importing, segmenting, and customizing contact data to support automated marketing workflows.
Project Overview
⚙️ Problem
Users couldn’t see custom data in the list and had to click into each contact to find key info.
💡 Solution
Added a customizable table where users select which fields, including custom ones, to display.
🤝 Target User
Marketing professionals managing contact data for campaigns.
🎯 Goal
Make custom data visible in the list view for faster access and better usability.
✅ Success Criteria
Users can now view the right data at a glance with fewer clicks and less effort.
✔️ Design Requirements
Support all field types without cluttering the interface or slowing performance.
The Problem
❌ User’s Pain Point
Users struggled to view key contact details directly in the list view. The list only showed basic information like name and email. Custom fields such as birthday or tags were hidden inside the contact detail page, so users had to click into each contact to find the information they needed.
Previous User FloW
Step 1. Create a custom data field to collect data from contacts
Step 2. View collected custom data
Competitor Research
From my review of Klaviyo and Mailchimp, I found two common approaches. One showed only basic fields, which hid important info. The other showed everything, but made the interface hard to scan. Neither gave users the flexibility they needed.
✅ Clean layout with limited columns
❌ Limited access to custom data
✅ Displays full data in one view
❌ Leads to clutter and horizontal scrolling
Deriving the Solution
We initially considered showing all custom data fields in the list, but this caused excessive horizontal scrolling and made the interface hard to use, especially when users created many fields.
Fixed Default Column Items:
Contact’s Name, Mobile Number, Email, Contacts Source, Date Added, All Custom Data
Solution Approach
To solve this, I proposed letting users customize which columns are shown.
This allows them to focus on the most relevant data, improving visibility and workflow efficiency.
Assumption
“If users can customize columns in the contact list, they can access collected data more easily at a glance.”
Validating the Assumption
The support team sent our users a quick survey to validate our assumption that customizable table columns improve data accessibility and understanding, and below is what they gave me:
Final Design
To solve data visibility issues, we introduced a customizable column system. This allowed users to tailor their list views through an intuitive UI and drag-and-drop functionality.
Interaction Details
Results & Impact
Although the feature wasn’t included in the initial 1.0 release due to miscommunication between design and engineering, it was successfully implemented in the following version.
What I Learned
This experience taught me that even great ideas can fail without proper communication. Due to vague documentation, the feature missed the initial release. Since then, I’ve made it a habit to:
Create clear spec docs with edge cases
Annotate Figma files for engineers
Check assumptions early through async handoff reviews
Good design must be communicated clearly, not just crafted well.
🎉 You’ve reached the end
