CRM: Marketing DB

Overview
I designed an end-to-end marketing automation experience that enables teams to segment leads, create multichannel communication, build automated journeys, test workflows and monitor campaign performance from one connected workspace.

Challenge
The existing process required marketers to move between disconnected tools for audience creation, messaging, automation and reporting. The key UX challenge was making a technically complex system feel structured, predictable and easy to operate without limiting advanced workflows.

My Approach
I organised the product around four connected stages: Segment → Communicate → Automate → Measure
Clear zero states, progressive configuration and contextual previews helped users understand what to do next without overwhelming them.

1. Audience Segmentation

Users can create reusable audiences using CRM conditions or CSV uploads, preview matching leads and resolve invalid or duplicate data before saving.

2. Multichannel Content Creation

I designed dedicated builders for Email, WhatsApp and Bot Calls, while maintaining consistent editing, personalisation and preview behaviours across channels.

3. Visual Journey Builder

Marketers can combine triggers, entry rules, communication blocks, human actions, conditions and branching paths through a visual workflow canvas.

4. Simulation Before Publishing

A dedicated simulation flow lets teams test contacts, inspect routing outcomes, identify errors and validate uploaded data before activating a journey.

5. Channel-Specific Analytics

Reporting adapts to each channel: delivery, reads and replies for WhatsApp; opens and clicks for Email; recordings and transcripts for Bot Calls; and comparative results for A/B tests.

Outcome
The final experience turns a fragmented marketing process into a coherent operating system. Complex automation remains flexible for advanced users, while clear hierarchy, guided creation and pre-publish validation reduce errors and improve confidence throughout the workflow.