Tailwind was expanding its email product to include campaign automation — the ability to set up sequences that run automatically based on subscriber behaviour. The challenge wasn’t just building a builder. It was making automation accessible to small business owners and creators who had never configured a trigger-based workflow before.
We designed the automation section from scratch: dashboard, template library, and builder.
Tailwind's users are not email marketing specialists. They're small business owners and creators who want results without having to become experts in automation logic. That shaped every design decision here.
The scope came in as product requirements rather than research findings — the feature needed to exist, and we were brought in to design how it would work. We translated the requirements into user flows, starting from the question of how someone discovers campaign automation for the first time and successfully sets up their first sequence without getting stuck.
The biggest early call was making templates the default entry point. Starting from a blank automation is hard — you need to already know what you're trying to build before you can configure it. Starting from a pre-built welcome series or re-engagement structure is not hard. We designed the whole onboarding into the builder around that assumption.
The campaign dashboard gives users a single view of all their campaigns — live, draft, scheduled, paused — with enough context to know what needs attention without clicking into each one. Status is clear at a glance. Starting a new campaign from here is one action.
The template library solves the blank-page problem. Instead of opening a builder with nothing in it, users pick a template organised by goal — welcome series, product announcement, re-engagement — and the builder opens with a pre-built structure they can customise. The visual preview on the selection screen was important: users needed to understand what they were picking before committing to it.
The campaign builder itself handles the automation logic — setting the trigger, building the email sequence, and defining the conditions between steps such as whether an email was opened, clicked, or ignored. We kept the layout linear rather than a freeform canvas. Most automations users actually need don't require branching complexity, and a linear structure is much easier to scan and edit when you come back to it later.
AI copy generation sits inside the email editor rather than as a separate tool. When a user is about to write a subject line or email body, the option to generate a draft is right there in context — reducing the friction to getting an email written without making the AI feel like a separate product.
The images below show the campaign dashboard, template library, automation flow builder, and the complete screen set across the experience.
User testing validated both the template-first entry point and the linear builder. The side panel approach — keeping the flow diagram visible while editing a step — was one of the more important structural calls: it kept users oriented in a way that replacing the view entirely would not.
The automation system gave Tailwind’s users capabilities that had previously only been accessible in more complex specialist tools, without requiring them to learn a new mental model to use them.
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Projects
Ongoing design partner for an AI math learning platform used by tens of thousands of students across Lithuania.
Embedded design team for a B2B platform connecting retail brands with independent store buyers.
Designed a maritime e-learning and assessment platform — question bank, exam builder, crew evaluation testing, proctoring, and reporting.
Rebuilt a legacy shipping desktop app to handle the full range of carrier, freight, and international workflows in one interface.
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