Campaign Builder
A generative AI tool that transforms a few simple inputs into a fully planned, multichannel marketing campaign — in minutes.
Activation rate for users starting a campaign with AI
Annual revenue lift
Activation rate for users starting a campaign with AI
Annual revenue lift
A Smarter Start to Campaign Creation
Campaign Builder was designed to help small businesses go from blank page to full campaign quickly — without feeling overwhelmed. Where previous tools focused on building touchpoints one by one, this AI-powered experience generated a full multichannel plan from just a few inputs. Users could then tailor, preview, and schedule content at their own pace.
Project goals
To help small businesses launch smarter campaigns faster, we designed around these four objectives:
1
Enable users to quickly launch coordinated, multichannel campaigns with minimal input.
2
Use AI to reduce complexity and generate customized marketing plans in real time.
3
Design a flexible, step-by-step experience that guides without overwhelming.
4
Drive early engagement by encouraging faster creation and stronger onboarding momentum.
Start Scrappy, Finish Sharp
We launched an 8-step MVP — light on polish, heavy on value. Even in early releases, users responded strongly to the clarity and momentum it provided. We streamlined the UI, reduced required steps, and added live preview as fast-follow improvements.
This is what I wish I had when I first started using Constant Contact.
Real-time plan preview
After the MVP, we introduced an updated flow with a dynamic preview that evolved with each input, letting users see their full plan take shape and adjust details in context.
I actually liked seeing the whole plan up front. It helped me feel like I wasn’t missing anything.
Surfacing channels like SMS and social
Many users didn’t know they had access to SMS, Facebook, and Instagram tools. By default, the campaign preview displayed these channels and made them easy to remove or customize. This increased awareness and adoption of multichannel plans.
I didn’t realize I had access to all these channels. It makes it feel more like a full plan than just an email.
Simplifying the Review Step
The final step was redesigned to balance clarity and control. A hybrid layout gave users a high-level view of their campaign while letting them edit, reschedule, or polish individual touchpoints — helping both first-timers and power users feel confident before sending.
Impact
Activation rate for users starting a campaign with AI
Flow-to-campaign conversion
Annual revenue lift
Campaign Builder began as a stand-alone tool but quickly shaped platform strategy. Early usage showed strong product-market fit, with a 40% completion rate through its scrappy 8-step MVP and double the trial conversion rate when users entered within 7 days. By May 2024, it replaced the legacy flow for all Standard and Premium accounts, projected to drive nearly $0.8M annually through higher conversion and upsell. Its AI-assisted patterns — guided input, real-time preview, and modular outputs — sped campaign creation, encouraged multichannel adoption, and influenced future initiatives like Campaign Studio. It also advanced our design system with reusable AI-ready components, paving the way for more adaptive marketing tools.