Multi Message Campaigns
We launched a new SMS & Email feature through an interactive experience designed to intrigue and engage — without fully revealing the product itself.
ROLE
Designer
Project manager
QA
Challenge/overview
The challenge was how to communicate real value without fully revealing the product itself. At the same time, we wanted the experience to feel interactive and engaging, yet simple and intuitive for first-time users. Additionally, we needed to design for curiosity as a behavioral driver — structuring the experience in a way that sustains interest over multiple steps without increasing cognitive load.
TIME
2024
Solution
I designed an interactive tool that allows marketers to explore and interact with the Multi-Message Campaign feature, offering 87 flow options that build live according to their choices. This user-friendly visual builder helps them easily create and manage multichannel campaigns. The goal was to increase awareness of the Email and SMS products, drive traffic to the website, and enhance engagement on the webpage.
Result
The interactive tool simplifies the campaign setup process with 4 steps, each showcasing the incredible capabilities of this feature. It enhances user engagement and provides valuable insights to improve marketing strategies. The tool supports the narrative of being a better marketer—faster, more strategic, and efficient. This leads to increased awareness of our products, higher website traffic, and greater intent among users.
The experience is structured into four guided steps, each designed to help users build the most relevant campaign for their audience. At every step, users select an option, and the campaign preview updates live beside the interface — allowing them to immediately see the impact of their choices in context. A clear progress indicator accompanies the journey, helping users understand where they are in the flow and what’s ahead. Each step also includes a short product demo, offering a glimpse into how the feature works in the real system. The entire experience is powered by real, contextually aligned messages that dynamically adapt to one another — resulting in 87 possible campaign flows, each tailored to the user’s selections.
The final screen features a split view, with the main panel highlighting the ideal campaign and showcasing the core feature itself. Behind each message in the flow, users can access the underlying data powering it — revealing insights and context for every step. This provides a deeper understanding of the campaign logic and performance, effectively making the data an integral part of the feature experience. The split layout balances clarity with depth, allowing users to explore the full potential of the feature without feeling overwhelmed.
We understood that the comparison part is the most critical aspect, and the toggle wasn't doing the job. That's way we create a split screen that doesn't make visual overload but still gives you a taste of both worlds.
Changes after data - We decided to skip the intro, which caused many people to drop out during this time. In fact, the user will go straight to the first stage, with text adaptation to understand where they are, so we hope for at least exit percentages. Since the engagement is very high for those who have already started the tool (85% completion), we believed it would help.
We were wrong — and that realization was important.
After testing the revised entry flow, we learned that removing the original structure didn’t serve all users equally. While reducing friction helped some users start faster, others actually needed more context before diving in. As a result, we returned to the original user flow — but improved it.
Instead of forcing everyone through the same path, I introduced a TL;DR shortcut on the main screen, allowing users to jump directly to the final flow comparison. This gave more experienced or goal-oriented users immediate access to the core value, without requiring them to go through every step.
Building this project was very interesting because every aspect "behind the scenes" presented its own challenge. The flow obtained fits each of the options offered in each question seamlessly, ensuring a cohesive and intuitive user experience.
Working closely with the dev team was a lot of fun, as we collaborated to bring the concept to life and overcome technical hurdles together. It was rewarding to see how each decision in the design process contributed to creating a versatile and user-friendly tool that meets diverse user preferences effectively.