• Marketing Automation

    Reducing manual work and improving conversion outcomes for

    thousands of merchants

    Product

    web

    My Role

    Lead Designer

    Team

    Me

    2 PMs

    5 Engineers

    Skills

    Product design

    Systems design

    User research

    Design systems

    Bruce Bautista x Extend (03-30-26)

  • What the system is

    A visual marketing automation platform that enables teams to design, configure, and execute multi-step customer journeys using triggers, conditions, stages, and actions.

    Bruce Bautista x Extend (03-30-26)

  • Who is it for

    Primarily designed for users who need to manage communication and engagement across large customer bases. Secondary users include internal teams who configure and maintain automation workflows that drive conversions, retention, and operational tasks across the platform.

    Bruce Bautista x Extend (03-30-26)

  • Problem it solves

    Replaces manual, fragmented outreach with automated, rule-based workflows, ensuring leads receive the right communication or action at the right time while reducing operational overhead.

    12% increased

    conversions

    For our beta users

    Bruce Bautista x Extend (03-30-26)

  • What complexities exists

    • Multi-step, branching workflows with triggers, conditions, and actions

    • Dependencies between stages and non-linear paths

    • Aligning a visual timeline with underlying system logic

    • Maintaining clarity and scalability as workflows grow in complexity

    Bruce Bautista x Extend (03-30-26)

  • What success looks like

    Success means users can confidently create and manage complex good marketing automation that runs reliably and measurable improves lead conversions and operational efficiency.

    Bruce Bautista x Extend (03-30-26)

  • Design Process

    Simplifying Complexity For Effortless Use

    Bruce Bautista x Extend (03-30-26)

  • Problem Space

    Our user is faced disconnected, manual, & loss in sale opportunities.

    Disconnected systems

    Lead management and tasks weren’t integrated, causing workflow gaps.

    Manual follow-ups

    Outreach was repetitive and time-consuming.

    No standardization

    Inconsistent marketing led to inefficiencies and lost leads.

    Bruce Bautista x Extend (03-30-26)

  • Constraints

    • Multiple entry points (online, in-store, call center)

    • Workflows were non-linear and could branch or override each other

    • Users ranged from simple operators → power users

    • Needed to align with backend logic + technical limitations


    Bruce Bautista x Extend (03-30-26)

  • Research

    To design the right tool for users i needed to deeply understand

    the lead's journey end to end.

    Bruce Bautista x Extend (03-30-26)

  • Research

    To design the right tool for users i needed to deeply understand

    the lead's journey end to end.

    Bruce Bautista x Extend (03-30-26)

  • Solution

    The system has a modular structure that allows users to link

    stages and customize workflows to fit their unique lead strategies.

    Bruce Bautista x Extend (03-30-26)

  • Bruce Bautista x Extend (03-30-26)

  • Bruce Bautista x Extend (03-30-26)

  • Bruce Bautista x Extend (03-30-26)

    Branching

    Logic

  • Design System

    The architecture defines how the system behaves,

    and the timeline is how users understand and control that behavior.

    Bruce Bautista x Extend (03-30-26)

  • Timeline component

    Applied automation logic to design a modular timeline system using atomic principles that visualizes how actions stack and flow over time, scalable across features and use cases.

    Bruce Bautista x Extend (03-30-26)

  • Dev Collaboration

    Bruce Bautista x Extend (03-30-26)

  • Before & After

    Bruce Bautista x Extend (03-30-26)

  • Timeline with

    user actions

    (Variant)

    Bruce Bautista x Extend (03-30-26)

  • What I learned

    I gained a deeper understanding of product and UX architecture, which is the core of design work. My primary goal was to enable users to engage with their customers more efficiently and boost sales, without getting overwhelmed by a complex tool.

    Bruce Bautista x Extend (03-30-26)