Unifying the Send Flow for Marketers and Sales

Two people have to make the platform work: marketers who set budget, build Touches, manage teams, and prove ROI — and senders who use those Touches with their own prospects.

I led design from research stickies and journey maps through shipped screens, partnering with Sendoso product and design leadership. The north star: one platform both sides can trust — control for managers without babysitting every send, confidence for senders without waiting on a creator for every gift.

Touches were underused, too numerous to manage, and tough to track once sent. Search in the library wasn’t precise. There was no reliable alert when a new Touch became available. Managers couldn’t see what converted — and didn’t fully trust sales to pick the right gift after past misuse damaged the brand.

Senders felt overwhelmed and needed heavy guidance. Reusing a Touch often meant cloning it just to swap funding source or gift item. Marketing and sales friction made the whole loop slower than the business needed.

Discovery through retro — research first, then screens. I believe in a goal-driven process where decisions can be justified with research and KPIs: progressive disclosure, clear CTAs, obvious hierarchy, and doing tedious work for the user.

Interview friction became design questions — the same HMW set I carried from stickies into the Touch builder, marketplace, and tracker.

As a Marketer, you set accounts, roles, budget, and Touches — then measure whether any of it worked. As a sender, you need the right gift for a real prospect without inventing strategy from scratch.

Interview notes made the tension plain: “How do I know which Touch is more successful?” “Should this be automated, or have sales involved?” “Physical is nice — but do we even have the address?”

I collapsed creation into one guided path: pick recipients (individual or group), assign the gift, set billing and source of funds, link Salesforce, set sending limits and expiry, and write the message — required vs optional called out clearly.

Managers could standardize process. Sellers who knew their prospect still had room to act. Manual and triggered sending lived in the same system so campaigns didn’t have to be built twice.

The marketplace home put budget, curated collections, trending picks, campaign templates, and “gifts by goal” in front of senders. Catalog views separated eGifts, physical gifts, and other types with filters by status and price.

Popular choices and personalization hints reduced the freeze that used to kill first sends.

A single send tracker listed recipient, item, amount, status, and date — the shared source of truth research said was missing.

The notification center alerted people when Touches became available and when gifts were redeemed, answering the “no way to alert” pain point directly.

Customization flows covered gift-email branding and team assignment so managers could set defaults once. Roles and permissions stayed part of the same engagement story — standardize the brand and the budget path, then let senders move.

For Teams & Users specifically: there was no single place to view all users regardless of team; CX pulled lists via Active Admin; many customers were over seat limit with no in-product upgrade nudge. I moved Teams & Users into main navigation, simplified IA for ops, and took wires to hi-fi in the Sendoso design system — targeting invite conversion, license utilization, and enterprise scale.

Screens moved through design review with product and design leadership. Monthly active users rose about 30% as the platform became clearer to run and easier to start using — engagement moved because both sides finally shared the same story.

A closing retro captured what went well, what didn’t, and what to improve next — the same loop I used to open the work.