Lead Designer / $2.5M ARR Increase
AI Marketing Campaigns
This was a 0→1 product launch that enabled auto repair shops to market their business without leaving the platform they already used to manage their shop.
As the lead designer, I was responsible for creating an experience that helped owners with little to no marketing expertise confidently launch campaigns and understand their impact.
As the lead designer, I was responsible for creating an experience that helped owners with little to no marketing expertise confidently launch campaigns and understand their impact.
Problems With Marketing
Current Data
40% of our marketing tool's users hadn't sent a single campaign in 6 months.
Two reasons surfaced:
1. They didn't know what to write. No marketing background meant a blank page they couldn't fill.
2. They didn't have time. Cars come first, always.
Two reasons surfaced:
1. They didn't know what to write. No marketing background meant a blank page they couldn't fill.
2. They didn't have time. Cars come first, always.
The Opportunity
Why Use AI?
Auto shop owners want to grow their business, but marketing often takes a backseat to the day-to-day demands of servicing vehicles. Most lack the time, expertise, or confidence to create effective campaigns, making it difficult to consistently attract and retain customers.
A traditional campaign builder wasn't enough—it still expected owners to think like marketers. Our research showed that asking users to choose audiences, write copy, and determine campaign strategy introduced too much friction.
AI allowed us to shift the experience from creating campaigns to guiding them. Rather than replacing the owner's decision-making, AI reduced the cognitive load, turning a complex marketing workflow into a simple review-and-approve experience. Owners no longer had to learn how to market their business.
A traditional campaign builder wasn't enough—it still expected owners to think like marketers. Our research showed that asking users to choose audiences, write copy, and determine campaign strategy introduced too much friction.
AI allowed us to shift the experience from creating campaigns to guiding them. Rather than replacing the owner's decision-making, AI reduced the cognitive load, turning a complex marketing workflow into a simple review-and-approve experience. Owners no longer had to learn how to market their business.
Key Features
Personalized Campaigns
After selecting a recommended campaign, AI generated personalized marketing content tailored to the shop's tone, voice, and services.
Rather than generating content from scratch, we grounded recommendations in campaign templates that had proven high engagement and response rates across the marketing industry, giving owners confidence that they were starting from best practices.
Rather than generating content from scratch, we grounded recommendations in campaign templates that had proven high engagement and response rates across the marketing industry, giving owners confidence that they were starting from best practices.
Key Features
Building Control and Trust
To balance automation with trust, shop owners could review and edit every message before sending it. This kept them in control of their brand while dramatically reducing the time and effort required to create a professional marketing campaign.
Implementation
Tradeoffs
To keep initial costs low, I limited the system to suggest 1 to 3 campaigns per week. I grounded the direction in marketing best practices, building the system to send 1 to 3 targeted emails per week, the cadence that drives conversions without fatiguing customers.
Outcomes
Impact
80% of users were sending campaigns regularly within 6 months of launch
90% of all campaigns sent were AI-generated
$2.5M increase in ARR from the implementation
90% of all campaigns sent were AI-generated
$2.5M increase in ARR from the implementation
