Designing a CX platform to support Textmagic’s product expansion strategy

Most SaaS companies in the space of sales and marketing usually start small and grow very complex as they add up new features and additional products. More features equal better capabilities. But at the same time, they equal worse customer experience.

TextMagic wanted to avoid that. They were looking to become a new version of Zendesk, only simple from the user perspective.

By combining marketing campaigns, CRM and help desk functionality on one platform we wanted to reduce the complexity and improve the productivity of the TextMagic customers' teams.

When we joined the TextMagic team, they already had a customer support platform. Our job was to create a customer-facing chat widget and the user interface for a support manager who operates live chats.

Support managers can customize the appearance of the widget so it remains consistent with the brand.

The user interface for a support agent who operates chats provides all the information they need about the clients, such as their contact details, recent tickets, and recent page views (available in the chats tab).

The visitor’s page shows the user's current status, their path on the website, when they were last seen, what country they come from, how many visits and chats they had previously, and what browser and device they used.

The chat history contains the records of all conversations that happened in the live chats.

In the settings, customers can get an overview of their chat performance via comprehensive dashboards. Reports give managers a good understanding of the performance of their team and customer satisfaction.

We designed the entire functionality for setting up and configuring email campaigns including audience segmentation, ready-made templates, drag-and-drop editor for email design, and A/B testing.

We created an intuitive email configuration flow that takes a user from an email campaign set up to review.

We designed easy-to-define conditions to help TextMagic's users segment their audience to create more personalized and targeted email campaigns.

In the Templates users can select the layout for their campaigns from a number of common use cases such as sell products, make an announcement, send a newsletter and so on.

With ready-made themes that we designed users can create a great look for their email campaigns.

A simple drag-and-drop editor helps users create custom emails. We also added the possibility to edit the HTML so users could customize their emails even more.

We improved the SMS campaign configuration design making it consistent with the email campaigns.

Despite the variety of features such as templates, tags, opt-out messages, file attachments, email previews, we made it look simple and minimalistic so the interface doesn't overwhelm the user and helps them get the job done quickly. We created an intuitive three-steps SMS configuration flow similar to how it works with email campaigns.

Drag-and-drop tags help to personalize every message.

Ready-made templates for various use cases that users create themselves speed up the process of launching SMS campaigns.

If users want to include a file to their SMS we made it possible for them to preview how it will look in the message.

As the last step in the SMS configuration, we created a message preview using a smartphone mockup to give a more realistic impression of the soon-to-be-launched campaign.

The Admin dashboard brings together all the platform's features under one user interface. We made it convenient so users could manage payments, agents, customers, products, and notifications with only a few clicks.

In TextMagic, they already had a well-developed design system. We followed its rules when crafting user interface elements. Putting the design system in practice allowed us to speed up the process, and it turned out to be very productive.

For example, to help users configure email marketing campaigns, we used Wizard, a powerful design pattern that simplifies a complex process. We broke down campaign configuration into five steps with each step showing less information at a time. It allows users to focus better on the content relevant to each step and decrease the chance of errors. We created a wireframe for every step and designed every page using elements from the design system. Once approved with the product owner, we started adding details gradually building up micro-interactions and smaller features.

The flexibility of the Eleken’s team extension model allows us to change the team size depending on the client’s needs. When talking about TextMagic, in the beginning, there were three designers working on different parts of their product, then two, and during the last three months, when the main work has already been done, it was just one designer responsible for polishing the final result.