BeAKid

End-to-end email marketing campaign design

MY ROLE

Product Designer

COLLABORATORS

Designers, Project managers & Co-Founder

TIMELINE

Sept 2025 - Apr 2026

The Results

The Impact

50%

Increase in speed

increase in speed time required to complete the entire process of emailing participants

70%

Automation Usability Rating

Positive user rating of workflow automation controls.

20x

Target Efficiency

faster audience targeting due to a detailed filtering system.

REDUCED

Cognitive burden

Automated data-heavy workflows for better focus

Overview

The Problem

Create an email marketing campaign for the BeAKid platform.

The Solution

By collaborating closely with a team of designers and project managers, I designed an in-house email marketing tool that collected data from the website to produce a powerful segmentation tool while also fostering AI to help create email marketing campaigns the way the users wanted.

Target Users

Camp managers, school directors, extracurricular activity managers.

The Timeline

AI was used practically in all steps of the process to help speed the process up. It helped with drafting interview questions, running a competitive audit, generating wireframe concepts, and pushing designs into Figma. I’ll be specific about where it helped and, honestly, where it fell short in the next few slides.

Competitive Audit

Figure: Competitive analysis of different email marketing tools available in the market

AI Prompt:

"Analyze how these tools handle audience segmentation for non-technical users. What patterns reduce cognitive load, and where do they create barriers?"

Findings

None of the tools connected to classes data natively, it needed something external
All of the tools required external list management for the rosters of students enrolled
Systems lacked automation sequence pause states based on dynamic user outcomes

User Interviews

User Feedback (The Providers):

"We don't need another complex marketing platform."

Simple, high-reliability transactional messaging
Roster alignment without external files.
Minimized complexity for non-technical administrators.

Stakeholder Goal (The CEO)

"We want a competitive, top-tier automated marketing system."

Multi-step drip campaign automation sequences.
Robust segmentation and custom target lists.
An internal solution that competes with industry standards.

Key Design Insights

Automated Requirements

Payment reminders, form follow-ups, schedules changes, system notices

Automation with Transparency

Automated triggers cause sending anxiety. Operators demand explicit preview steps to confirm output prior to sending.

Precision Native Segmentation

Bulk message-blasts were highly criticized; providers required distinct class and program filter configurations.

The Behavioral Smart Switch

Strong requirement to pause active promotional follow-ups automatically once a participant finishes payment or signup tasks.

AI Execution

Gemini Prompt:

“Analyze the best onboarding patterns from high-adoption SaaS tools aimed at non-technical users. Give me examples with the psychological rationale behind why they work.”

Claude/ Gemini Prompt:

“Here are five user interview insights about operational communication pain. Generate a campaign dashboard layout that addresses these directly, using a wizard-style flow for campaign creation and a roster-native audience builder.”

SaaS Pattern Optimization:

It presented a campaign creation task as four discrete steps rather than one just one open form, making it less overwhelming for the users (Miller’s Law).

Wireframes

1st Iteration:

Create Campaign Email: Users can select elements such as headers, charts, buttons, etc. to compose their messages.

Con: only good for users who want to start from scratch.

2nd Iteration:

Create Custom Messages: Users can select templates to create emails. Less work for users instead of composing from scratch.

Final Design

The Homepage: offers a high-level snapshot of all active, scheduled, completed, or draft campaigns. All are color-coded by status. Users see stats for each campaign and which one is currently active. Users can also click on the button to create new campaign or they can click on the "AI Campaign Ideas" to generate ideas. There are two search bars where one is an advanced search bar for the entire site and the other is a campaign specific search bar.

AI Campaign Ideas: offers users to choose between the AI generated templates

Create Campaign: Users create campaigns from scratch by naming it and selecting their target users.

Select Audience: Users can easily segment and filter out audience based on the in-house roster already present on the site.

Compose & Schedule: Users can select auto-stop campaign after selecting when a specific action is taken. Users can add multiple steps to the email marketing campaign. AI assistant helps generate the email for them.

Review: Users can review the stats of their campaign.

Key Design Learnings

The stakeholder wanted full marketing features in v1. My team pushed back and I was the one who had to articulate why that was a risk, using language that connected user behavior to business retention. We proposed scoping v1 to operational automation with the campaign architecture in place for v2 expansion. It wasn't a comfortable conversation. But the research gave me the confidence to have it.

I would build the design system and style guide first, before touching any generative AI tool. Feed the token system in from the start. The amount of iteration time we spent correcting AI-generated layouts would have been significantly reduced if the AI had been working with explicit design constraints from the beginning.