CLIENT
Spoonity (inhouse)
MY ROLE
Product Designer
DELIVERABLES
Branding
Product Design
Design System
APEX
Apex, a Spoonity's product, is a marketing automation platform that enables users to design email-driven customer journeys and create, schedule, and send targeted campaigns. The platform includes a comprehensive set of tools commonly found in leading marketing automation solutions, giving merchants everything they need to plan, execute, and manage marketing campaigns at scale.
THE CHALLENGE
Apex was conceived as an entirely new product experience. Spoonity has a legacy interface, but it had been developed primarily by engineers and lacked a formal UX foundation. There was little we could meaningfully reuse from that interface.
THE SOLUTION
We established a strong design foundation early on. This included defining core design principles, building a scalable design system, and aligning closely with developers to ensure feasibility and consistency.
THE CHALLENGE
Marketing automation tools have advanced capabilities, which can cause too much complexity for non-technical users. We can tasked with creating a system that felt powerful, efficient but not overwhelming.
THE SOLUTION
We built a node-based journey builder with a vertical flow, paired with a consistent use of iconography and color coding for triggers, actions, delay and logic. We also added drag and drop and zooming features to help users manage large journeys.
THE CHALLENGE
The product vision extended well beyond the initial release. There was pressure to account for future capabilities early, but overdesigning for hypothetical features risked slowing down delivery and complicating the experience.
THE SOLUTION
We structured the roadmap into clear phases. We prioritized high-impact, foundational features for the initial release and identified secondary capabilities as fast-follow items for future versions.
