Campaign Builder for Blaze Ecom
A zero-to-one campaign management platform designed for Blaze Ecom, covering information architecture, component architecture, user flows, and interaction specifications.
OVERVIEW
Blaze Ecom is an e-commerce admin platform for cannabis retailers. Store owners had no way to create and manage marketing campaigns — from welcome sequences to abandoned cart flows — inside their dashboard. The Campaign Builder was a new product area, designed from scratch. I was the only designer on the project, working directly with the PM. The product team ran discovery; I joined at the brief and owned everything from there: information architecture, flows, component architecture, interaction specs, final interface and handoff.
CONTEXT
Before this tool, store owners had no campaign tool at all. The brief pointed to three needs: • Campaign creation had to be fast. Store owners run their shop day to day and can't spend long configuring campaigns. • Users needed to revisit and change earlier decisions without losing progress. • Recurring and one-time campaigns have very different configuration needs and couldn't be treated the same way. From the brief, I ran a competitive analysis of Klaviyo, Mailchimp and ActiveCampaign to map common patterns and find where a different approach made sense.
THE CHALLENGE
Design a campaign builder that lets store owners move fast without taking away flexibility: no forced order, no decisions required upfront, and no lost progress when going back.
THE IDEA
Most campaign builders assume users need to be guided step by step. I questioned that assumption and designed the campaign as a set of independent modules, each configurable on its own and in any order. Users get structure without a rigid sequence.
MAIN FOCUS
• Remove unnecessary steps • Make the flow adaptable instead of linear • Keep key decisions visible throughout the process
OUTCOME
The result is a modular campaign builder that splits creation into independent, reconfigurable sections, so store owners can build campaigns at their own pace without losing progress or context. I didn't have access to post-launch data. These are the metrics I aligned with the product's success criteria and would use to measure impact: • Task completion rate: share of users who finish and publish a campaign. • Time to publish: average time from starting a campaign to publishing it. • Support ticket volume: contacts related to campaign management.
LEARNINGS
Working from a PM brief without direct access to research pushed me to ask better questions before opening Figma. I treated the brief as a starting point, not a spec: mapping assumptions, finding gaps and aligning on what we knew versus what we were betting on. If I did it again, I'd push for at least one round of usability testing before locking the modular structure. The concept made sense on paper, but watching a real store owner build a campaign from scratch is where the most important insights show up. The biggest takeaway: define success criteria at the start, not the end. Without a target, it's hard to know when the work is actually done.
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