Selene Marketing

Web app that automates personalized B2C marketing messages

UX Research

UI Design

UX Design

Prototyping

Web AppBrandingWebsite

Overview

Problem

Hypothesis

Solution

Dashboard

Campaigns

Audience

Next up

Overview

Selene is an AI-powered retention platform built to help small businesses and digital entrepreneurs speak to their customers like humans—not spreadsheets. It automates personalized marketing across Email, SMS, and WhatsApp—without losing the soul.

I led the product design strategy end to end—mapping the system, shaping the UX architecture, and designing the core flows for campaign building, CRM integration, and approvals. This case study breaks down how I brought structure to the chaos and built a tool that flexes how real businesses connect.

YEAR

2025

TIMELINE

9 MONTHS

ROLE

UX/UI DESIGNER

TYPE

CLIENT PROJECT

Problem

Most CRMs and email tools make you jump through hoops like manual setup, constant upkeep, and copywriting gymnastics. No wonder people hate them, and ROI tanks.

Hypothesis

What if small businesses could retain more customers without hiring a full-blown marketing team? By blending AI automation with human approval and just enough control over tone, templates, and targeting, we made that happen.

Solution

Designed Selene to strike the balance between AI brains and human judgement. It powers dynamic campaigns, plugs right into your CRM, supports human-in-the-loop approvals, and serves up message templates tuned to your audience and industry.

Role

  • Designing an organizational system that supported multi-channel campaigns

  • Creating flows for CRM syncing and audience segmentation

  • Building UIs that enabled message personalization with minimal friction

  • Structuring approval and message history logs for compliance and transparency

Let's checkout Selene's dashboard

Dashboard Breakdown

Selene’s dashboard provides a clear, hierarchical view of the marketing ecosystem—organizations contain campaigns, and campaigns contain messages.

Users can manage campaigns within each organization, track performance across email, SMS, and WhatsApp, and monitor metrics like CTR, reply rate, and bounce rate. The action center surfaces pending approvals and failed messages, keeping teams aligned and proactive.

Everything is structured for scalability, offering visibility from organizational insights down to individual campaign performance.

That's cool or whatever... but how do Selene users actually build marketing campaigns?

Campaign Creation Breakdown

The Flow Builder is where Selene’s automation becomes visual. Users design complete multi-channel journeys — linking audiences, triggers, and personalized messages in a single interface.

A guided setup helps define the goal, channels (Email, SMS, WhatsApp), and audience source before transitioning into the canvas. Each node represents a message or trigger. Selecting a node opens an inline editor where users can write copy or prompt Selene’s AI to generate tailored variants, preview personalized outputs, and attach dynamic CTAs.

Built for speed and clarity, the interface blends logic and creativity: branch paths, schedule sequences, and visualize message timing in real time. Approvals, testing, and collaboration are built in, allowing teams to review and launch campaigns confidently — all without leaving the workspace.

Ahh, I see, but wouldn't the users need a way to connect their customers to Selene?

Audience Breakdown

The audience page is where users connect and shape their customer data. They can integrate CRMs, map fields to align with Selene’s structure, and apply constraints to filter datasets into meaningful “segments.”

Segments allow teams to define precise audience groups—like location, or purchase history—that can later be applied directly to campaigns. This gives users full control over how data flows into their marketing efforts, ensuring every message is sent to the right audience with accuracy and intent.

Oh interesting! so what else you got?

Selene’s just getting started.

I'm putting the finishing touches on the upcoming designs — refining the details, polishing the flows, and setting the stage for what’s next.

The sections above highlight what’s already made it into development — the core experience that brings campaigns, messages, and performance into one place.

Next up: member management, history logs, message approvals, and the message template library — the pieces that will round out Selene’s foundation and make it a truly collaborative, intelligent marketing platform.

Crafting

Connections That

Inspire Trust.