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 full automation system from scratch: campaign dashboard, template library, and builder.
Tailwind’s users are not email marketing specialists. They’re small business owners, creators, and independent brands who want results without having to become experts in automation logic.
This distinction shaped every major design decision. Tools like ActiveCampaign or Klaviyo are built for professional marketers who understand triggers, conditions, and subscriber segmentation. Tailwind needed automation that the same person who ran their Instagram account could set up on a Tuesday afternoon without a tutorial.
The biggest early design call was making templates the default entry point into the builder rather than a blank canvas.
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 sequence is not hard. The template lowers the activation energy to zero: the structure is there, you’re just customising it.
The template library was designed around goals rather than technical categories:
The visual preview on the selection screen was essential. Users needed to understand what they were picking — what the flow looked like, how many emails were in it, what the logic was — before committing to it.
The campaign dashboard gives users a single view of all their campaigns — live, draft, scheduled, and paused — with enough context to know what needs attention without clicking into each one.
Each campaign card shows:
The campaign builder handles the automation logic: setting the trigger, building the email sequence, and defining the conditions between steps (whether an email was opened, clicked, or ignored before the next one fires).
We kept the layout linear rather than a freeform canvas. This was a deliberate decision against the pattern established by tools like Zapier or make.com, which use node-and-connector diagrams.
The reasoning: most automations Tailwind users actually need don’t require branching complexity. A welcome series is linear. A product announcement is linear. A linear structure is also much easier to scan and edit when you come back to it later — canvas diagrams sprawl, a list of steps doesn’t.
When a user needs to configure a step — edit the email content, set the delay, define the condition — the step detail opens in a side panel rather than replacing the view entirely.
This was one of the more important structural calls in the project. Editing a step in full-screen replacement mode means losing sight of where that step sits in the overall sequence. The side panel keeps the flow diagram visible at all times, so users always understand the context of what they’re editing — which step comes before, what triggers this one, what comes after.
AI copy generation sits inside the email editor within the builder — not as a separate tool, not a separate screen. When a user is about to write a subject line or email body for a step in their sequence, the option to generate a draft is already there in context.
This follows the same principle as GhostWriter: AI should appear where the user already is, at the moment they need it, rather than requiring them to go somewhere else to use it.
User testing validated the two most consequential design decisions:
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 before building their first sequence.
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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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