Sendlane
B2C SaaS
Startup
Product Design
SMS
Design System
As a Product Designer at Sendlane, I’ve spent over three years enhancing the platform’s usability and accessibility. I revamped the Design System, redesigned the Email Builder understanding MJML, and streamlined the Campaign Builder for a more intuitive workflow. Through cross-functional collaboration, I’ve helped create a seamless and scalable user experience.
ROLE
Product Designer
TEAM
3 Product Designers
1 Project Manager
12 Developers
TOOLS
Figma, Notion
Google Sheets
Loom
TIMELINE
Sep 2021 - Currently
Full-time
Campaign Experience
Enhancing the Email Builder, Campaign Builder & Reply Center
Understanding the Problem
Designing a Better Email Builder
Once I had a clear scope, I redesigned the Email Builder, focusing on block-based interactions and streamlined workflows. Due to time constraints, I worked directly in high-fidelity wireframes, ensuring rapid delivery for stakeholder review.
Redefining the Campaign Builder
During usability testing, I noticed that users struggled not just with the Email Builder but also with the entire Campaign Builder experience. Recognizing this as a major pain point, I proactively redesigned the Campaign Builder in parallel, while working on other tasks.
I mapped out a new user flow (as seen in the flowchart).
With stakeholder approval, I built the UI using our Design System and conducted usability testing.
The results? 9 out of 10 users successfully completed a campaign with ease, proving the redesign was a significant improvement.
Expanding to SMS & Reply Center
With the success of the Campaign Builder, the company secured funding to launch SMS campaigns before the end of 2022. As the lead designer, I structured the SMS Builder based on the email flow, ensuring a seamless experience.
However, this introduced a new challenge—users needed a way to interact with their customers via SMS without using a phone. This led to the creation of the Reply Center, a chat interface where users could:
Respond to messages in real time.
View customer profiles, including purchase history and segmentation.
Impact & Results
✅ Streamlined campaign creation, reducing confusion and improving efficiency.
✅ Higher usability, with 9/10 users successfully completing campaigns.
✅ Expanded Sendlane’s capabilities, launching SMS and a new Reply Center.
Building the Media Library
A Centralized Solution for Managing Email & SMS Assets
The Challenge
The Media Library was initially planned when I joined Sendlane but was deprioritized in favor of other features. In 2024, the project was revived due to increasing demand from high-profile clients. The challenge was twofold:
Integrating the Media Library seamlessly into the platform without disrupting existing workflows.
Enhancing the UX of adding images/videos across Email, SMS, and Forms Builders without affecting existing user behaviors.
Research & Discovery
To ensure a user-friendly experience, I conducted interviews with clients and the implementation team to understand their workflow. A key insight emerged:
Users relied heavily on the "Upload from URL" option, making it essential to retain in the redesign.
Design & Implementation
As the lead designer, I designed a solution that:
✅ Introduced a dedicated Media Library page for bulk uploading and managing assets.
✅ Replaced the Template Picker while keeping both functionalities in a single, unified space.
✅ Added a full-screen modal in the builders, allowing users to browse and insert media files without friction.
✅ Preserved the Upload from URL option to maintain workflow continuity.
Testing & Results
Once the prototype was ready, I conducted usability tests with the original interviewees and the implementation team. The feedback was overwhelmingly positive:
✔️ Users appreciated the ability to bulk upload media files.
✔️ They found the integration seamless, ensuring minimal disruption to their existing workflows.
✔️ The Upload from URL option reassured users that their preferred method remained intact.
Impact
The Media Library provided a centralized content management solution, improving the way users handled assets within Sendlane’s platform while ensuring a smooth transition from previous workflows.
Designing the Report Center
Empowering Users with Customizable Data Insights
The Challenge
Initially, Sendlane lacked a custom reporting system. If a client needed a tailored report, they had to submit a request to the engineering team, who would manually extract the data. This process was:
❌ Inefficient, consuming valuable engineering resources.
❌ Not scalable, as demand for reports increased.
❌ Frustrating for users, who expected self-service analytics.
Research & Strategy
To address this, stakeholders requested a Report Center, and I was appointed as Lead Designer for the project. Collaborating closely with the PM, I:
🔍 Conducted competitive research to analyze how other platforms handled reporting—identifying strengths and weaknesses.
🗣️ Led client interviews to understand key reporting needs and expectations.
📊 Synthesized insights to define the core functionalities for the MVP.
Design & Implementation
With research in hand, I began designing:
✅ Wireframes & Prototypes—balancing flexibility (customization options) with ease of use.
✅ Built the MVP (Minimum Viable Product) first—starting with a structured Reports Page before expanding functionality.
✅ Iterated on feedback, ensuring reports were intuitive, interactive, and valuable.
Impact & Results
✔️ Eliminated engineering dependency, allowing clients to generate reports on demand.
✔️ Delivered a customizable analytics tool, improving data accessibility.
✔️ Enhanced client satisfaction, reducing wait times for critical business insights.
The Report Center transformed how users interact with their data, providing a scalable solution that empowered businesses with actionable insights—without additional engineering effort.
Building Sendlane’s Design System
Creating Consistency, Scalability, and Efficiency Across the Platform
The Challenge
When I joined Sendlane, the design team was using Sketch, but as the product grew, we recognized the limitations and collaboration challenges of the tool. After evaluating the pros and cons of Figma, we decided to migrate all designs and build a Design System from scratch to ensure consistency and efficiency across the platform.
My Role & Contributions
As the lead designer for the Design System, I was responsible for:
✅ Migrating the design workflow from Sketch to Figma.
✅ Establishing a structured Design System, including foundational components and patterns.
✅ Creating documentation to guide designers and developers on component usage.
✅ Designing and maintaining a consistent icon library.
✅ Ensuring UI consistency across all Sendlane products.
Impact & Results
✔️ Enabled faster design iterations and improved team collaboration.
✔️ Provided a single source of truth for both designers and developers.
✔️ Streamlined developer handoff, leveraging Figma’s Dev Mode for seamless implementation.
✔️ Improved product consistency, ensuring a cohesive experience across the app.
The Design System became a cornerstone of Sendlane’s design workflow, allowing teams to scale efficiently while maintaining a unified and polished user experience.