Product design for
a customer experience platform

Founded in 2001, TextMagic is the UK-based all-in-one text messaging service that has been successfully helping small businesses around the world do mobile marketing. They currently have over 100,000 active business clients who send more than 9 million messages per month.

The original vision of TextMagic was to help companies connect with clients by sending text messages. But as their vision came true, the company started to expand to support more sophisticated communication capabilities.


Web App design
UI/UX design

Transform the product with Eleken

Our collaboration started in November 2019. We joined the TextMagic's team to help them design the products for their new Marketing Suite with SMS and email marketing campaigns and live chats.

But as their requirements evolved, we ended up designing an entire platform that combines customer support, sales, and marketing functionality in one place.

They came up with a plan to develop a range of products for marketing, customer support, and sales. This is when they turned to Eleken.

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.

One platform that unites it all

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.

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.

We used the best UX practices to design a clean and minimalistic chat widget.

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

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.

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.

Live Chats

Email Campaigns

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.

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.

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.

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.

SMS Campaigns

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.

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.

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.

Admin Dashboard

Our product design process at a glance

We discussed every insight with our product manager to get a better understanding of the users and align our design decisions with the product vision.

Competitor analysis

Our first step was to analyze TextMagic's competitors' products to find out their strengths and weaknesses and design
a better product.

We looked at Intercom and JivoChat for live chats,  Mailchimp, Autopilot, Sendgrid, and Sendinblue for email marketing and Zendesk for everything, because it was our main point of reference.

Design system

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 so it turned out to be very productive.

Our design team joined TextMagic adjusting to their work processes and designing a product together as one team.

Collaboration with our client's team

It allows users to focus better on the content pertinent 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.

Always in touch

We were always in touch with the TextMagic's team to agree on the steps, wireframes, and user flows. We had video calls with the product manager every other day and arranged demos to present the results of our work every one or two weeks. Their feedback was always valuable and we decided upon the next sprint together.

Tools we used

We maintained regular communication via Slack and designed our prototypes in Figma.

User-centered process

The design process at TextMagic was user-centered. We would design the prototypes, and their team would show them to users, get their feedback during live interviews, and return to us with new ideas and improvements. They also had a third-party consultant whose feedback was also considered in defining the direction for product design.

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.

Edward Tark
Product Manager

Irene Avdus
Product Manager

Internal stakeholders are pleased with Eleken's work. Professional and dedicated, the maintain regular correspondence via Slack and Figma. Customers can expect a knowledgable, creative partner that's eager to tackle complex challenges.

Their professional approach to the design creation. They are not waiting to be told how to design something, they perform their own research of the topic and dive into the matter completely which results into great outcomes.