Elevating Campaign Creation Process | Company: Session AI | Year: 2024-2025
How I Transformed Marketing Campaign Creation from a 2+ Week Technical Process to a 3-Step Self-Service Experience
Audience
B2B Marketers
Customer Success Managers
E-commerce Teams
Team
Product Manager
3 Engineers
Data Scientist
Customer Success Lead
My Role
Lead UX Designer
Product Strategist
Impact at a Glance
-
Reduced campaign creation time from 2-4 weeks to real-time (<1 hour)
-
Eliminated technical dependencies for 90% of routine tasks
-
Enabled self-service experience creation for non-technical users
The Challenge
Session AI's platform was a powerful AI-driven personalization tool, but it had a critical flaw: only technical users could operate it effectively. This created a significant bottleneck where e-commerce managers and Customer Success Managers (CSMs) had to wait 2-4 weeks for simple changes, severely limiting their ability to respond to market opportunities.
Key Problems Identified
Operational
Delays
2-4 week turnaround for routine adjustments
Technical Dependency
Business users couldn't independently manage real-time offers
Missed Opportunities
Slow response times to market changes and customer behaviors
Resource
Strain
Technical teams overwhelmed with routine requests
Legacy Workflow
14+
Days to Launch
1
Requirements & JIRA Creation
Customers share their request with CSMs, who log them in JIRA and assign to the CSE team in India, often resulting in incomplete details, lost context, and time zone delays.
⏱️ Day 1-3
12.5
Hour Time Gap
5+
Query Cycles
40%
Time Waiting
2
Development
Starts
The CSE team starts coding from JIRA inputs, but a 12.5-hour time zone gap and lack of real-time communication cause unanswered questions and delays.
⏱️ Day 4-7
3
Fragmented Collaboration
Unclear requirements trigger multiple query cycles between CSE and CSM, causing development blocks, delays, context loss, rushed work, increased bugs, and team burnout.
⏱️ Day 7-14
4
Campaign
Launch
After two weeks of delays and miscommunication, the campaign launches with customer frustration, team strain, and increased risk of errors.
⏱️ Day 14+
14+ day cycle to create one campaign
Fig 1: Old Platform: Action / Variation Creation Screen. CSE team had to hard code the creatives
Fig 1.1: Old Platform: Navigation for campaign creation
Updated Workflow
1
Set the Target for Campaign
2
Design the
Creatives
3
Schedule the Campaign
4
Campaign
Launch
Select devices, target audience, and user actions that trigger the offer
⏱️ Min 10-15
Select the template, edit creatives and render frequency, add the offer, and allocate traffic.
⏱️ Min 15-30
Set the campaign schedule, retargeting, and attribution windows for user engagement.
⏱️ Min 10 -15
Campaign is ready to launch
⏱️ < 1hr
<1hr to create one campaign
Fig 2: New Platform: Action / Variation Creation Screen. Marketers can create the creatives on their own
Fig 2: New Platform: Navigation for the updated platform (Target → Act → Schedule)
My Role & Approach
Lead Product Designer | 10-month initiative | Cross-functional team of 8
I led the design transformation of Session AI's platform, focusing on creating an intuitive, self-service interface that would empower business users while maintaining the platform's sophisticated AI capabilities.
My Design Philosophy:
"Complex AI, Simple Interface" : Make advanced personalization accessible to non-technical users without sacrificing power or precision.
Design Process & Methodology
1
Discovery
-
Stakeholder interviews
-
Technical workflow audits
-
Competitive analysis
2
Design
-
User journey mapping
-
Feature prioritization
-
AI-UX patterns
-
High-fidelity prototypes
3
Testing
-
8 usability sessions
-
Component library development
-
Responsive Design Patterns
4
Launch
-
Implementation support
-
Success tracking
10 - Months Process | Cross-Functional Collaboration | Iterative Approach
E-Commerce Growth Leaders (5%)
Want advanced AI targeting
B2B Marketers (65%)
Need 24-48hr campaign launches but lacked technical skills
Customer Success (30%)
Required instant demo creation to prevent client churn
User Personas
We have the strategy, but engineering delays mean we miss the moment.”
— Marketing Manager, Customer
Solution: The C2 Self-Service Platform
Three-Step Experience Creation Flow instead of complex technical configurations, I designed a streamlined Target → Act → Schedule workflow that mirrors how marketers naturally think about campaigns.
Fig 3: Target Screen
The Visual RTA (Real-Time Action) Builder is a WYSIWYG editor that enables teams to create personalized offers with ease. It includes device-specific previews for both desktop and mobile, ensuring responsive design across platforms. Built-in A/B testing controls with intuitive traffic allocation sliders allow for quick experimentation and optimization.
Fig 4: Act Screen
Intelligent Audience Targeting enables predictive audience sizing using 30-day historical data, helping marketers estimate reach more accurately. It features visual score range sliders for Early Purchase Propensity (EPP) targeting and supports multi-dimensional filtering by source, catalog, and user behavior for precise segmentation.
Fig 5: Audience Builder
The Smart Trigger System offers flexible control over offer activation through two trigger types: page-based triggers, with a visual page selector for precise placement, and user behavior-based triggers, which enable intuitive activation based on user behavior.
Fig 6: Trigger Builder
Technical Innovation
The AI-Human Collaboration Interface bridges the gap between AI insights and business action. It features visual confidence indicators to convey the reliability of AI recommendations, tooltips that explain complex algorithms in simple terms, and override controls that empower human users to apply their expertise when needed.
Fig 7: Metric with tooltips and performance indicator to build AI-Human Collaboration
The Real-Time Preview System enables instant visibility into how experiences will appear to end users. It includes live device previews during design and contextual visualization of offer placement which helps teams build with confidence and precision.
Fig 8: Desktop Real-Time Campaign Preview
Fig 8.1: Mobile Real-Time Campaign Preview
Impact
Operational Efficiency
2-4 weeks → <1hr
Campaign Rollout Acceleration
90% Reduction
in Technical Support Tickets
5x Faster
Campaign Iteration Cycles
Business Outcome
40% Increase
in Campaign Creation Volume
25% Improvement
in User Engagement Rates
60% Faster
Response to Market Opportunities
User Satisfaction
23% → 4%
User Error Rate Reduction
95%
Task Completion Rate for Non-Technical Users
Eliminated
Training Requirements for Basic Operations
What I Learned
-
AI + Design Partnership: The most successful AI products don't just automate, they augment human decision-making. The interface should make users feel smarter, not replaced.
-
Progressive Complexity: Start simple, scale sophisticated. Users need to build confidence with basic functionality before embracing advanced features.
-
Visual AI Communication: Complex algorithms become approachable when represented through familiar visual patterns and metaphors that align with users' mental models.
Future Considerations
Collaborative features
To allow team-based campaign development
Simplify scheduling
A calendar view can make scheduling much easier to manage
Predictive templates
To allow optimal configuration and flexibility
Conclusion
The C2 initiative transformed Session AI from a powerful but inaccessible platform into an intuitive self-service tool that democratized AI-powered personalization. By focusing on user empowerment rather than feature complexity, we created a solution that scaled AI capabilities across an entire organization.
Key takeaway: The best AI interfaces don't feel like AI at all - they feel like natural extensions of human creativity and business intuition.