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brand Braze
tagline Power customer engagement that drives growth
category Business SaaS
website https://braze.com

Information Architecture — Braze

Overview

Braze is a customer engagement platform that orchestrates cross-channel messaging — push notifications, email, in-app messages, SMS, webhooks, and Content Cards — through a unified campaign and Canvas (journey) system. The IA is organized around Messaging (campaigns/canvases), Audience (user profiles and segments), and Data (events, attributes, currents). Canvas, Braze's visual journey builder, is the centerpiece for multi-step, branching engagement flows.

Site Map

braze.com
├── Dashboard (Home)
│   ├── Campaign Performance Overview
│   ├── MAU / DAU Stats
│   └── Recent Campaigns
├── Messaging
│   ├── Campaigns
│   │   ├── All Campaigns
│   │   ├── [Campaign]
│   │   │   ├── Channel (Push / Email / In-App / SMS / Content Card / Webhook)
│   │   │   ├── Compose (content editor)
│   │   │   ├── Target Audience (segment + filters)
│   │   │   ├── Delivery (scheduled / action-based / API-triggered)
│   │   │   ├── Conversions (tracking events)
│   │   │   └── Analytics
│   │   └── + Create Campaign
│   ├── Canvas (Journey Builder)
│   │   ├── All Canvases
│   │   ├── [Canvas]
│   │   │   ├── Visual Builder
│   │   │   │   ├── Entry (audience + schedule)
│   │   │   │   ├── Message Steps
│   │   │   │   ├── Delay Steps
│   │   │   │   ├── Decision Split
│   │   │   │   ├── Experiment Paths (A/B)
│   │   │   │   ├── Audience Paths
│   │   │   │   ├── Action Paths
│   │   │   │   └── Webhook / Content Update Steps
│   │   │   └── Analytics
│   │   └── + Create Canvas
│   └── Templates
│       ├── Email Templates
│       ├── Content Block Templates
│       ├── Push Templates
│       └── In-App Message Templates
├── Audience
│   ├── Segments
│   │   ├── Segment Builder (nested filters)
│   │   └── Segment Extensions (SQL)
│   ├── User Search
│   │   └── User Profile
│   │       ├── Attributes
│   │       ├── Custom Events
│   │       ├── Purchases
│   │       ├── Devices
│   │       ├── Message History
│   │       └── Engagement (campaigns/canvases received)
│   └── Cohorts (import from analytics tools)
├── Data
│   ├── Custom Events
│   ├── Custom Attributes
│   ├── Catalogs (product data)
│   ├── Currents (real-time data export)
│   ├── Data Transformation
│   └── Preferences Center
├── Analytics
│   ├── Campaign Comparison
│   ├── Report Builder
│   ├── Global Control Group
│   ├── Retention Reports
│   └── Revenue Reports
├── Settings
│   ├── App Groups
│   ├── Manage Users (team)
│   ├── API Settings (keys, endpoints)
│   ├── Email Settings (domains, IPs)
│   ├── Push Settings (APNs, FCM)
│   ├── Connected Content (API calls in templates)
│   └── Subscription Groups
└── Marketing Site
    ├── Platform
    ├── Channels
    ├── Solutions
    └── Resources

Navigation Model

  • Left sidebar: Dashboard, Campaigns, Canvas, Templates, Segments, User Search, Data, Analytics, Settings
  • Campaign builder: Step flow — Channel → Compose → Target → Delivery → Conversions → Launch
  • Canvas builder: Full-screen visual canvas — drag steps, connect with arrows, configure each step inline
  • User profile: Multi-tab view — attributes, events, purchases, devices, engagement history
  • Top bar: App group switcher, search, create button, workspace settings

Content Model

Entity Key Attributes Relationships
App Group name, API key, apps (iOS/Android/Web) → Users, Campaigns, Canvases
User Profile external_id, email, phone, attributes, events, devices → Segments, Campaigns, Canvases
Segment name, filters (attribute/event/purchase/retarget/cohort), size → Users, Campaigns, Canvases
Campaign name, channel(s), content, audience, delivery, conversions → Segment, Analytics
Canvas name, steps (message/delay/split/experiment), entry audience, schedule → Segments, Analytics
Canvas Step type, content, delay duration, split conditions → Canvas
Template type (email/push/in-app), content, variables → Campaigns, Canvases
Content Block name, HTML/Liquid content, reusable across templates → Templates
Custom Event name, properties, volume → User Profile, Segments
Custom Attribute name, data type, values → User Profile, Segments
Currents connector (S3, Azure Blob, etc.), event types, real-time export → Analytics pipeline
Subscription Group name, channel (email/SMS), members → Users

User Flows

Launch a Push Campaign

Campaigns → + Create → Push Notification → Compose (title, body, image, deep link) → Target segment → Set delivery (scheduled or action-based) → Set conversion event → Launch

Build a Multi-Step Canvas

Canvas → + Create → Set entry audience + schedule → Add Message step (welcome email) → Add Delay (2 days) → Add Decision Split (opened email?) → Branch A: Send push → Branch B: Send reminder email → Launch

Analyze Cross-Channel Performance

Analytics → Report Builder → Select campaigns/canvases → Compare metrics (sends, opens, clicks, conversions, revenue) → Export report

Search and Inspect a User

Audience → User Search → Enter email/external_id → View profile → Check attribute values → Review event history → See which campaigns/canvases they received → Debug delivery issues

New User Onboarding

Visit Braze → Sign Up (email/Google/SSO) → Complete profile → Guided setup wizard → Configure preferences → Explore key features → Start using the product
                                                                                                                         ↘ Skip wizard → Land on dashboard

URL / Route Structure

dashboard.braze.com/{app_group}/                           # Dashboard
dashboard.braze.com/{app_group}/engagement/campaigns        # Campaigns
dashboard.braze.com/{app_group}/engagement/campaigns/{id}   # Campaign detail
dashboard.braze.com/{app_group}/engagement/canvases         # Canvases
dashboard.braze.com/{app_group}/engagement/canvases/{id}    # Canvas builder
dashboard.braze.com/{app_group}/engagement/segments         # Segments
dashboard.braze.com/{app_group}/users/user_search           # User search
dashboard.braze.com/{app_group}/data/custom_events          # Custom events
dashboard.braze.com/{app_group}/data/currents               # Currents
dashboard.braze.com/{app_group}/reports/                    # Analytics
dashboard.braze.com/settings  # Settings
dashboard.braze.com/account  # Account settings
dashboard.braze.com/account/security  # Security settings
dashboard.braze.com/billing  # Billing & subscription
dashboard.braze.com/notifications  # Notification preferences
dashboard.braze.com/help  # Help center
dashboard.braze.com/help/{topic}  # Help article
dashboard.braze.com/api  # API documentation
dashboard.braze.com/integrations  # Integrations
dashboard.braze.com/admin  # Admin console

Search & Filter

  • User search: By email, external_id, phone, Braze user_id, alias

  • Segment builder: Multi-condition filter with AND/OR logic across attributes, events (count/time/property), purchases, devices, campaign/canvas retargeting

  • Campaign/Canvas list: Search by name, filter by channel, status (active/draft/stopped), tags

  • Event/Attribute search (Data): Search custom events and attributes by name, view volume

  • Analytics filters: Date range, channel, campaign/canvas comparison

  • Sort options: By relevance, date created, date modified, alphabetical, popularity

  • Autocomplete: Type-ahead suggestions with recent searches and popular results

  • Advanced search: Boolean operators (AND, OR, NOT), field-specific filters, date ranges

  • Recent searches: Quick access to previous search queries

Responsive Behavior

Breakpoint Behavior
Desktop (1280px+) Full dashboard with Canvas visual builder, campaign composer, analytics
Tablet Dashboard and campaign list viewable; Canvas builder requires desktop
Mobile Not supported — Braze dashboard is desktop-only
End-user channels Push, in-app messages, Content Cards, and email are all mobile-responsive by design

Platform-Specific Patterns

  • Touch targets: minimum 44x44pt on mobile for accessibility
  • Swipe gestures: swipe to delete, archive, or perform quick actions
  • Pull-to-refresh: standard refresh pattern on feeds and lists
  • Keyboard shortcuts: comprehensive shortcuts on desktop for power users
  • Dark mode: system-preference detection with manual override
  • Offline support: cached data available without network connectivity
  • Progressive loading: skeleton screens while content loads

Accessibility

  • WCAG 2.1 AA compliance across all interactive elements
  • Semantic HTML with proper ARIA labels and landmarks
  • Keyboard navigation support for all core workflows
  • Screen reader compatibility tested with VoiceOver, NVDA, and JAWS
  • Color contrast ratios meeting minimum 4.5:1 for body text
  • Focus indicators visible on all interactive elements
  • Reduced motion option respecting prefers-reduced-motion
  • Resizable text up to 200% without content loss

Access Control

Role Capabilities
Admin Full access — users, settings, campaigns, canvases, data, billing
Developer API settings, data management, technical configuration
Marketer (full) Create/edit/launch campaigns and canvases, manage segments, view analytics
Marketer (limited) Create drafts, cannot launch; view analytics
Analyst View campaigns, analytics, user profiles; read-only
Custom Role Granular per-feature permissions (Enterprise)
App Group isolation Users scoped to specific app groups; no cross-group access