INDUSTRY:
SAAS PLATFORM
CLIENT:
BRYJ.AI
EXPERIENCE:
UX/UI PRODUCT DESIGN
From Frustration to Retention: Rethinking Bryj's Campaign
& Audience Experience for Non-Technical Users.
SaaS Platform
B2B
Mobile Engagement
Campaign & Audience Management
User Testing
Cross-functional Syncs
Design System
About.
I worked on updating the user experience of Bryj, a professional SaaS platform dedicated to companies with existing retail or service applications, helping their marketing and project management teams better engage their audience, increase loyalty, and grow their Monthly and Daily Active Users.
Problem Statement -> Marketing teams were struggling to create campaigns on their own, leading to disengagement, heavy reliance on CSM support, and an increased risk of churn. The Growth and Product teams were receiving a growing volume of support calls from marketing managers blocked at key steps of the campaign creation flow.
My role was to redesign three core experiences: campaign creation, audience definition, and campaign analytics, making them more intuitive, visually clear, and aligned with the real workflows of non-technical marketing teams.
I collaborated closely with Growth/CSM, Product, and Development teams to ensure every design decision was grounded in real user pain points and business priorities. The work also included consolidating and evolving the design system across all platform products, ensuring full consistency with the refreshed brand identity.
Progress was tracked and documented through regular syncs, Confluence documentation, and Jira tickets with continuous validation cycles involving the Growth team and loyal beta clients.
From Frustration to Retention:
Rethinking Bryj's Campaign & Audience
Experience for Non-Technical Users.
SaaS Platform
B2B
Mobile Engagement
Campaign & Audience Management
User Testing
Cross-functional Syncs
Design System
About.
I worked on updating the user experience of Bryj, a professional SaaS platform dedicated to companies with existing retail or service applications, helping their marketing and project management teams better engage their audience, increase loyalty, and grow their Monthly and Daily Active Users.
Problem Statement -> Marketing teams were struggling to create campaigns on their own, leading to disengagement, heavy reliance on CSM support, and an increased risk of churn. The Growth and Product teams were receiving a growing volume of support calls from marketing managers blocked at key steps of the campaign creation flow.
My role was to redesign three core experiences: campaign creation, audience definition, and campaign analytics, making them more intuitive, visually clear, and aligned with the real workflows of non-technical marketing teams.
I collaborated closely with Growth/CSM, Product, and Development teams to ensure every design decision was grounded in real user pain points and business priorities. The work also included consolidating and evolving the design system across all platform products, ensuring full consistency with the refreshed brand identity.
Progress was tracked and documented through regular syncs, Confluence documentation, and Jira tickets with continuous validation cycles involving the Growth team and loyal beta clients.
From Frustration
to Retention:
Rethinking Bryj's Campaign
& Audience Experience
for Non-Technical Users.
SaaS Platform
B2B
Mobile Engagement
Campaign & Audience Management
User Testing
Cross-functional Syncs
Design System
About.
I worked on updating the user experience of Bryj, a professional SaaS platform dedicated to companies with existing retail or service applications, helping their marketing and project management teams better engage their audience, increase loyalty, and grow their Monthly and Daily Active Users.
Problem Statement -> Marketing teams were struggling to create campaigns on their own, leading to disengagement, heavy reliance on CSM support, and an increased risk of churn. The Growth and Product teams were receiving a growing volume of support calls from marketing managers blocked at key steps of the campaign creation flow.
My role was to redesign three core experiences: campaign creation, audience definition, and campaign analytics, making them more intuitive, visually clear, and aligned with the real workflows of non-technical marketing teams.
I collaborated closely with Growth/CSM, Product, and Development teams to ensure every design decision was grounded in real user pain points and business priorities. The work also included consolidating and evolving the design system across all platform products, ensuring full consistency with the refreshed brand identity.
Progress was tracked and documented through regular syncs, Confluence documentation, and Jira tickets with continuous validation cycles involving the Growth team and loyal beta clients.
Research & Discovery.
I ran iterative testing cycles with the Growth team and beta clients to identify friction points in the campaign creation and audience definition flows.
My approach combined several UX methods:
Qualitative feedback synthesis
CSM and Growth teams had been systematically collecting pain points, recurring support requests, and verbatim frustrations from marketing managers, all documented and referenced in a centralised Jira ticket. I analyzed this qualitative data to map recurring patterns and themes.Usage analytics & drop-off analysis
I collaborated with the tech team to track the exact abandonment moments within the flow, mapping key drop-off points where users hesitated, abandoned setup, or relied on support. I cross-referenced behavioral data with qualitative signals to understand not just where users dropped off, but why.Journey mapping
I rebuilt the campaign creation journey from the first action through final validation to clarify the full decision sequence, dependencies, and moments where support intervention was needed.Iterative usability testing
I ran testing cycles with the Growth team and beta clients directly on prototypes, validating assumptions before moving to high-fidelity design. Usability feedback loops and progressive validation helped transform a complex, tool-heavy flow into a clearer experience for non-technical teams.
Three critical insights emerged:
Insight 1 : Cognitive overload at the segmentation step
The campaign editor presented all configuration options on a single long scrollable form, with no sense of progression or priority. Users felt lost before they even started and consistently abandoned the flow at the audience segmentation or scheduling step, where complexity peaked.Insight 2 : Action anxiety before launch
Marketing managers were afraid to launch. The action felt irreversible: no preview, no test mode, no safety net. This created paralysis / users would build a campaign, hesitate at the final step, and either abandon it or call support for reassurance before committing.Insight 3 : Audience definition as the #1 drop-off point
Users were abandoning the flow specifically at the audience definition step not because they didn't understand the concept, but because the segmentation logic (AND/OR rules, customer data filters) required a level of technical understanding that most marketing managers didn't have, with no guidance or contextual help available in the interface.
Research & Discovery.
I ran iterative testing cycles with the Growth team and beta clients to identify friction points in the campaign creation and audience definition flows.
My approach combined several UX methods:
Qualitative feedback synthesis
CSM and Growth teams had been systematically collecting pain points, recurring support requests, and verbatim frustrations from marketing managers, all documented and referenced in a centralised Jira ticket. I analyzed this qualitative data to map recurring patterns and themes.Usage analytics & drop-off analysis
I collaborated with the tech team to track the exact abandonment moments within the flow, mapping key drop-off points where users hesitated, abandoned setup, or relied on support. I cross-referenced behavioral data with qualitative signals to understand not just where users dropped off, but why.Journey mapping
I rebuilt the campaign creation journey from the first action through final validation to clarify the full decision sequence, dependencies, and moments where support intervention was needed.Iterative usability testing
I ran testing cycles with the Growth team and beta clients directly on prototypes, validating assumptions before moving to high-fidelity design. Usability feedback loops and progressive validation helped transform a complex, tool-heavy flow into a clearer experience for non-technical teams.
Three critical insights emerged:
Insight 1 : Cognitive overload at the segmentation step
The campaign editor presented all configuration options on a single long scrollable form, with no sense of progression or priority. Users felt lost before they even started and consistently abandoned the flow at the audience segmentation or scheduling step, where complexity peaked.Insight 2 : Action anxiety before launch
Marketing managers were afraid to launch. The action felt irreversible: no preview, no test mode, no safety net. This created paralysis / users would build a campaign, hesitate at the final step, and either abandon it or call support for reassurance before committing.Insight 3 : Audience definition as the #1 drop-off point
Users were abandoning the flow specifically at the audience definition step not because they didn't understand the concept, but because the segmentation logic (AND/OR rules, customer data filters) required a level of technical understanding that most marketing managers didn't have, with no guidance or contextual help available in the interface.
Challenge.
Simplifying complexity for non-technical users : Translating advanced campaign and audience management features into an experience that feels intuitive and empowering for marketing teams, without removing the depth needed by power users.
Reducing churn through design : Identifying and resolving the key friction points that led marketing teams to disengage from the platform or rely heavily on CSM support.
Freeing up Growth team time and availability : Designing self-sufficient flows clear enough that users could operate autonomously, reducing the volume of support requests and CSM escalations.
Cross-functional alignment at pace : Coordinating continuously between Growth, Product, and Dev teams across multiple ongoing workstreams, maintaining design quality while keeping up with development velocity.
Design system consolidation across products : Ensuring visual and functional consistency across all Bryj platform products while integrating the new brand identity, balancing system-level thinking with feature-level execution.
Validating with real users in context : Running iterative testing cycles with the Growth team and existing clients to validate assumptions early and adjust direction based on concrete behavioral feedback before full development.
Result.
Churn Reduction
& Platform Retention
Measurable reduction in churn rate among marketing teams following the redesign of the campaign creation and audience definition flows. The improved experience increased platform stickiness and reduced abandonment.
Support Load
& Frustration
Reduction
Significant decrease in support tickets and CSM escalations related to campaign creation and audience management features
→ Support / Growth team: volume of inbound support requests post UX improvements, directly measuring friction reduction and user autonomy gains.
User engagement
& Feature Adoption
Successful adoption of the redesigned campaign creation flow,qualitative signals such as NPS/CSAT scores and user feedback collected post-launch. Improved accessibility and clarity of campaign analytics tools.
Challenge.
Simplifying complexity for non-technical users : Translating advanced campaign and audience management features into an experience that feels intuitive and empowering for marketing teams, without removing the depth needed by power users.
Reducing churn through design : Identifying and resolving the key friction points that led marketing teams to disengage from the platform or rely heavily on CSM support.
Freeing up Growth team time and availability : Designing self-sufficient flows clear enough that users could operate autonomously, reducing the volume of support requests and CSM escalations.
Cross-functional alignment at pace : Coordinating continuously between Growth, Product, and Dev teams across multiple ongoing workstreams, maintaining design quality while keeping up with development velocity.
Design system consolidation across products : Ensuring visual and functional consistency across all Bryj platform products while integrating the new brand identity, balancing system-level thinking with feature-level execution.
Validating with real users in context : Running iterative testing cycles with the Growth team and existing clients to validate assumptions early and adjust direction based on concrete behavioral feedback before full development.
Result.
Churn Reduction & Platform Retention
Measurable reduction in churn rate among marketing teams following the redesign of the campaign creation and audience definition flows. The improved experience increased platform stickiness and reduced abandonment.
Support Load & Frustration Reduction
Significant decrease in support tickets and CSM escalations related to campaign creation and audience management features
→ Support / Growth team: volume of inbound support requests post UX improvements, directly measuring friction reduction and user autonomy gains.
User Engagement & Feature Adoption
Successful adoption of the redesigned campaign creation flow,qualitative signals such as NPS/CSAT scores and user feedback collected post-launch. Improved accessibility and clarity of campaign analytics tools.
Challenge.
Simplifying complexity for non-technical users : Translating advanced campaign and audience management features into an experience that feels intuitive and empowering for marketing teams, without removing the depth needed by power users.
Reducing churn through design : Identifying and resolving the key friction points that led marketing teams to disengage from the platform or rely heavily on CSM support.
Freeing up Growth team time and availability : Designing self-sufficient flows clear enough that users could operate autonomously, reducing the volume of support requests and CSM escalations.
Cross-functional alignment at pace : Coordinating continuously between Growth, Product, and Dev teams across multiple ongoing workstreams, maintaining design quality while keeping up with development velocity.
Design system consolidation across products : Ensuring visual and functional consistency across all Bryj platform products while integrating the new brand identity, balancing system-level thinking with feature-level execution.
Validating with real users in context : Running iterative testing cycles with the Growth team and existing clients to validate assumptions early and adjust direction based on concrete behavioral feedback before full development.
Result.
Churn Reduction
& Platform Retention
Measurable reduction in churn rate among marketing teams following the redesign of the campaign creation and audience definition flows. The improved experience increased platform stickiness and reduced abandonment.
Support Load & Frustration Reduction
Significant decrease in support tickets and CSM escalations related to campaign creation and audience management features
→ Support / Growth team: volume of inbound support requests post UX improvements, directly measuring friction reduction and user autonomy gains.
User Engagement
& Feature Adoption
Successful adoption of the redesigned campaign creation flow,qualitative signals such as NPS/CSAT scores and user feedback collected post-launch. Improved accessibility and clarity of campaign analytics tools.
"Murielle played a key role in the success of the project thanks to her precision, creativity, and deep understanding of the challenges. She brought valuable ideas, structured the design process efficiently, and showed great proactivity throughout. Her energy contributed to a strong team dynamic and positive collaboration.
The result: a functional, intuitive product perfectly aligned with our vision."
Sebastien Icardi
Chief Product Officer
Chief Product Officer
