Tailwind is a social media and email marketing platform used by over a million brands and small businesses. When AI content generation became genuinely useful, Tailwind needed a strategy for integrating it — not as a marketing feature bolted on the side, but as something that improved the core product experience for users who were already there to create content.
We designed two things: GhostWriter, an AI writing tool embedded directly in the email editor, and Labs, a modular environment for surfacing new AI capabilities without requiring a full product integration each time.
AI content tools fail when they require users to leave their context to use them. If a marketer is building an email in Tailwind and needs to generate copy, they shouldn’t have to open a separate tool, generate text, and paste it back in. That was the workflow most platforms had in 2022 — and it was slow and disjointed.
The brief for both GhostWriter and Labs was the same underneath: AI should show up where the user already is, at the moment they need it, rather than requiring them to navigate to a separate destination.
GhostWriter sits inside the email editor. When a user is about to write body copy, the AI option is already there — no mode switch, no separate screen. The user provides a prompt or lets GhostWriter infer from campaign context already in the system (subject line, audience, campaign type), gets a draft back, and edits from there.
The draft appears in place and is immediately editable. The experience was designed to feel like a smart collaborator alongside the writing process, not a separate tool you consult and copy-paste from.
Design challenge: generated text is variable in length and quality. We had to design for the full range — a great draft that needs minor tweaks, a draft that needs significant reworking, and a draft that misses entirely and needs a new prompt. The interface handles all three gracefully without making the simple case unnecessarily complex.
Subject lines are high-stakes — they determine open rates and benefit from testing and iteration. We designed the subject line generator to produce multiple options simultaneously rather than one draft at a time: direct, curiosity-based, emoji-led, question format. Users can see several approaches and choose or iterate from the one closest to what they want.
The product team was adding AI capabilities faster than the core product could absorb them. Without a designated place, AI features would spread inconsistently across the product, each with its own interaction pattern and its own discoverability problem. Labs was designed to be that designated place.
The core structure of Labs is the Lab Card — one card per AI capability. Each card gives users enough context to understand what the tool does and lets them launch into using it. The card structure means new capabilities slot in as new cards without requiring a navigation change or a redesign.
Cards at launch included:
Labs also ships as a browser extension — giving users access to the AI toolkit without being inside Tailwind at all. Someone drafting a social post on LinkedIn or a product description in their e-commerce platform can use the Labs tools from the extension without switching context. This extended the reach of the AI capabilities beyond Tailwind’s own surfaces without requiring users to change their workflow.
GhostWriter and Labs shipped to Tailwind’s full user base. Users who had been leaving the platform to generate content elsewhere had a reason to stay inside the product. The Lab Cards structure gave the product team a framework to ship new AI capabilities incrementally — which proved prescient as AI content tools continued to develop rapidly after launch.
Reviews
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I had the pleasure of working with Gytis for a long time, and he has consistently been one of the most thoughtful and dependable product designers I’ve worked with.
Gytis thinks deeply about the product, the user, and the business context behind every design decision. He is very strong at turning ambiguous ideas into clear, polished, usable experiences, and he brings a high level of taste and discipline to the work.
Gytis is someone I could trust with important product problems. He communicates clearly, takes feedback well, and has a calm, mature way of moving projects forward even when the direction is still evolving. That combination of creativity, judgment, and ownership made him a real partner to the product team!
★★★★★
"I came to Gytis looking for web designer. What I quickly realized is that Gytis's approach to design is to thoroughly immerse himself in the study of a client's company and then construct an information architecture which accurately and directly accomplishes the most important goals for the business. I have worked with all kinds of designers and creatives in the past, and Gytis stands head and shoulders above them all.”
★★★★★
"Gytis consistently demonstrated strong design skills, professionalism, and a great ability to collaborate smoothly with both the team and customer. His work left a very positive impression on our customers, and communication throughout the projects was always easy and constructive. I’d recommend him as a reliable and experienced designer."
★★★★★
"Gytis Mark has highly talented and motivated product designers. We worked together for a year with them collaborating on multiple projects during this time. Gytis Mark consistently built visually stunning designs while also paying attention to the user experience. Their attention to detail and intuitive designs resonated positively with our clients. They were open to feedback and incorporated them into his designs rapidly, which helped us to refine our product experience."
★★★★★
"It was an absolute pleasure working with the Gytis Mark on our web and mobile application analysis and design. The team displayed great talents in the user experience field while they worked with us. It's not just their technical skills that impress me, however. It is also their amazingly positive attitude that made it a joy to work together. I recommend working with the Gytis Mark without any doubt."
★★★★★
"We cannot recommend Gytis Mark more highly. Their designs for our LPGA Tournament turned out better than we could have asked for and our client said it's the best-looking site on the Professional Tour. Their attention to detail, ability to hit deadlines and wonderful communication made them a pleasure to work with. We would be lucky to work with them again!"
★★★★★
"The earliest stage of company building is absolutely foundational to ensure long-term success -- despite technically being an external contractors, Gytis's team was deep in the trenches with us, driving impact, understanding complex issues, and creating elegant UX solutions. We are extremely grateful for their thoughtfulness, positive attitude, and care. We know they can drive organizational impact."
★★★★★
"Gytis Mark joined the project at a very early stage with no previous knowledge of the industry. They were able to grasp complex ideas quickly and provide valuable product development ideas from the get go. They had a clear and transparent process and kept us well informed. He took full ownership of the project taking in from idea to product from 0 - 1.”
★★★★★
“Gytis Mark worked with my startup, Lifeplanner, for over a year focusing on product design, UX design and communication. Their team is extremely professional in what they do. They researched our industry, building a true understanding of the business, its customers, competitors and stakeholders. They are also open-minded and likable - a true team players who know when to lean back and listen and when to challenge. We are very satisfied with our collaboration and with Gytis Mark team's deliveries.”
★★★★★
"Working with Gytis on defense-sector projects at BPTI was a strong experience. He brought a level of design thinking and professionalism that isn't easy to find in a domain as specific and demanding as ours. He picked up the context quickly, asked the right questions, and delivered work that was both thoughtful and practical. I'd recommend him without hesitation."
★★★★★
"We've worked with Gytis Mark across a number of projects and what stands out every time is the genuine care they bring to the work. They put real time and research into each brief, considering every angle before settling on a direction, and he never approaches a project on autopilot. They listen properly, get under the skin of what the client actually needs, and delivers great design that does the strategic job it's meant to. I'd recommend Gytis Mark without hesitation to anyone looking for a designers who treat their work like it's their own."
Projects
Tailwind had email but no campaign automation. We designed the full system from scratch — a campaign dashboard, a template library with the most popular automations first, and a linear builder where step details open in a side panel without ever losing sight of the flow diagram.
Over six months we worked across the full product — shipping an admin dashboard, Protau adaptive testing, a KTU research experiment on motivational feedback with real students, and a broader restructure to make the growing app easier to use and more data-driven.
Cohere had strong vendor intelligence but the product didn't reflect it in demos. We redesigned the platform twice across four user types, built the design system from scratch, and contributed to product strategy and roadmap decisions throughout the two-year engagement.
Mintra's Training Portal needed a design overhaul alongside several new features. We designed the question bank management system, the exam builder, the Crew Evaluation Test with role-based question assignment, a proctoring and identity verification system, course reporting, and the student test interface.
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