How should a broadcasting product be structured at the very beginning so campaigns, audiences and templates stay coherent as the product grows?
An early-stage SaaS platform for WhatsApp broadcasting and marketing communication. I helped establish the initial information architecture, product flows, wireframes, and UI foundation.
- Project
- WhatsApp Broadcasting SaaS Platform
- Domain
- Business Messaging / Marketing SaaS
- Role
- Product Designer
- Duration
- 2026–Present
- Status
- Prototype / In Progress
- Figma
Outcome summary
An initial IA, flow set and UI foundation for an in-progress product. No adoption or usability outcomes are claimed — the product is a prototype.
01 — Overview
What this project is
An early-stage SaaS platform for WhatsApp broadcasting and marketing communication. I helped establish the initial information architecture, product flows, wireframes, and UI foundation.
- 0→1 SaaS Product
- Information Architecture
- Product Flows
- Wireframes
- UI Foundation
02 — History
What was happening before
What was happening before?
Why did the problem matter?
Who was affected?
What triggered the project?
03 — Geography
Where this product lives
- Target users
- Business and marketing teams
- Environment
- Business / marketing environment
- Market / domain
- Business messaging, marketing SaaS
- Device
- Desktop dashboard first
- Digital comfort
- Not documented
- Age / demographics
- Not documented
04 — Physics
How the product works
The main journey, the tasks that matter, and the friction that had to be designed out.
01
Connect
Set up account and channel
02
Build audience
Contacts and segments
03
Compose
Templates and message content
04
Broadcast
Schedule and send
05
Review
Campaign state and history
Top user tasks
- Create and manage contact lists
- Create reusable message templates
- Set up and schedule a broadcast
- Review campaign status
Information architecture
- Dashboard overview
- Contacts & segments
- Templates
- Campaigns / broadcasts
- Settings & channel setup
Friction points
- Unclear relationship between templates, audiences and campaigns
- Setup steps competing with day-to-day sending
- Campaign state hard to read at a glance
What was simplified
- Separated one-time setup from recurring workflows
- Made templates and audiences first-class objects
- Designed the campaign list around status as primary information
05 — Chemistry
How the experience feels
Before
- Confusion
- Complexity
- Uncertainty
After
- Clarity
- Confidence
- Control
06 — Biology
How people actually behave
- 01Plan campaign
- 02Pick audience
- 03Reuse template
- 04Send
- 05Check results
- 06Repeat
Loop repeats from the last step.
Observed behaviors & workarounds
- Reusing the same message with small edits
- Keeping contact lists in spreadsheets
- Checking send status repeatedly after a broadcast
07 — Mathematics
Evidence, honestly stated
Only what is actually documented is shown here.
- Research sample
- Not documented
- Usability testing
- Not documented
- Task completion
- Not formally measured
- Time saved
- Not formally measured
- Errors reduced
- Not formally measured
- User confidence
- Not measured
- User quote
- Not documented
Metrics to be validated
- Task completion rate
- Workflow completion time
- Usability score
- User satisfaction
- Feature adoption
08 — Design Engineering
The process
Research
Research artifacts — to be added
Problem framing
Framing notes — to be added
Information architecture
IA map — to be added
User flows
Flow diagrams — to be added
Wireframes
Wireframe set — to be added
Design system
UI foundation — in progress
High-fidelity UI
UI screens — in progress
Prototype
Prototype — in progress
Iteration
Iteration log — to be added
Final product
Not yet — product in progress
09 — STAR Story
Situation, Task, Action, Result
Situation
An early-stage WhatsApp broadcasting SaaS platform needed a product structure before any interface existed.
Task
I was responsible for establishing the initial information architecture, product flows, wireframes and UI foundation.
Action
I mapped the core broadcasting workflow, defined the object model of contacts, templates and campaigns, produced wireframes for the primary flows, and set up the first UI foundation.
Result
The product has an initial structure and prototype direction. It is in progress; no adoption or usability outcomes are claimed.
10 — Before / After
What changed
Before
- No structured product layer around broadcasting
- Scattered lists and message content
After
- Defined information architecture
- Documented core product flows
- Wireframes and a UI foundation for the first build
11 — Final Screens
Screens and decisions
Each visual is captioned with the design decision behind it.
- Campaign dashboard — prototype screens coming soonDesktop / mobile / prototype
Made campaign status the first thing visible, since it drives the next action.
- Template builder — wireframes coming soonDesktop / mobile / prototype
Treated templates as reusable objects rather than one-off message text.
- Setup flow — wireframes coming soonDesktop / mobile / prototype
Separated channel setup from daily sending to keep the workflow short.
- Figma embedPrototype embed to be added
Reserved for an interactive prototype walkthrough.
12 — Learnings
What I take forward
What I learned
- Naming the core objects early prevents structural rework later.
- Setup flows and recurring flows deserve different treatment.
What I would improve
- Validate the object model with real operators before high-fidelity UI.
What I would test next
- Whether users understand template-to-campaign relationships unaided
- First broadcast setup completion
Future opportunities
- Analytics and reporting layer
- Automation and sequences
13 — Next Project