When small marketing teams were drowning in dev requests and scattered tools, I led the redesign of Effic — turning a dev-heavy CRM into a simple, visual builder anyone could use. In just five months, it evolved from an A/B testing tool into a scalable no-code campaign system, adopted by 50+ businesses and driving 6× client revenue growth.
Effic is a no-code CRM automation platform helping SMBs grow smarter and faster. As the lead product designer, I designed the core 4-step campaign builder, introduced a scalable design system, and drove the product pivot from A/B testing to CRM workflows, leading to 6X client revenue growth and onboarding 50+ businesses.
When small marketing teams were drowning in dev requests and scattered tools, I led the redesign of Effic — turning a dev-heavy CRM into a simple, visual builder anyone could use. In just five months, it evolved from an A/B testing tool into a scalable no-code campaign system, adopted by 50+ businesses and driving 6× client revenue growth.
TIMELINE
5 months
(2023-2024)
ROLE
Sole Founding Product Designer
COLLABORATORS
Product Manager, Front/Back-end developer
COMPANY
Teamsparta Inc. (Edtech SMB
Achievement
0
+
Long-term contracts
Adopted by SMBs and startups Teams launched campaigns on their own
0
+
Long-term contracts
Adopted by SMBs and startups Teams launched campaigns on their own
0
+
Long-term contracts
Adopted by SMBs and startups Teams launched campaigns on their own
0
+
Long-term contracts
Adopted by SMBs and startups Teams launched campaigns on their own
0
x
Revenue lift after pivot
Increase in CRM-driven revenue Clients saw measurable lift after switching to Effic
0
x
Revenue lift after pivot
Increase in CRM-driven revenue Clients saw measurable lift after switching to Effic
0
x
Revenue lift after pivot
Increase in CRM-driven revenue Clients saw measurable lift after switching to Effic
0
x
Revenue lift after pivot
Increase in CRM-driven revenue Clients saw measurable lift after switching to Effic
0
%
Faster task completion
Marketers launched campaigns without dev handoffs
0
%
Faster task completion
Marketers launched campaigns without dev handoffs
0
%
Faster task completion
Marketers launched campaigns without dev handoffs
0
%
Faster task completion
Marketers launched campaigns without dev handoffs
TIMELINE
5 months
(2023-2024)
ROLE
Founding Product designer
COLLABORATORS
Product Manager, Front/Back-end developer
COMPANY
Teamsparta Inc. (Edtech mid-sized company)
OVERVIEW
Reimagining CRM for lean, fast-moving teams
In late 2023, I designed a no-code workflow that lets marketers launch campaigns without engineering bottlenecks. But why we made this?
In late 2023, I designed a no-code workflow that lets marketers launch campaigns without engineering bottlenecks. But why we made this?
In late 2023, I designed a no-code workflow that lets marketers launch campaigns without engineering bottlenecks. But why we made this?
Challenge
Challenge
At our edu-tech company, even the simplest campaign update required a developer: exporting data, writing SQL, and debugging scripts. Marketing teams were stuck, moving slow, losing context, and burning time on handoffs. The design challenge was clear:
At our edu-tech company, even the simplest campaign update required a developer: exporting data, writing SQL, and debugging scripts. Marketing teams were stuck, moving slow, losing context, and burning time on handoffs. The design challenge was clear:
At our edu-tech company, even the simplest campaign update required a developer: exporting data, writing SQL, and debugging scripts. Marketing teams were stuck — moving slow, losing context, and burning time on handoffs. The design challenge was clear:
How might we remove technical dependencies while giving marketers true autonomy?
How might we remove technical dependencies while giving marketers true autonomy?
Solution
Solution
Solution
I redesigned the entire workflow from the ground up. Through research and rapid prototyping, we shifted from a dev-driven backend logic to a marketer-first mental model:
I redesigned the entire workflow from the ground up. Through research and rapid prototyping, we shifted from a dev-driven backend logic to a marketer-first mental model:
Main feature
Simplified flow builder
steps that mirror how marketers naturally think
1. Simplified flow builder
steps that mirror how marketers naturally think
Main feature
Simplified flow builder
steps that mirror how marketers naturally think
Main feature
Simplified flow builder
steps that mirror how marketers naturally think
Main feature
No-code conditions & scheduling
automation without syntax
2. No-code conditions & scheduling
automation without syntax
Main feature
No-code conditions & scheduling
automation without syntax
Main feature
No-code conditions & scheduling
automation without syntax
Main feature
Real-time campaign visibility
instant insight, no spreadsheets
3. Real-time campaign visibility
instant insight, no spreadsheets
Main feature
Real-time campaign visibility
instant insight, no spreadsheets
Main feature
Real-time campaign visibility
instant insight, no spreadsheets
This transformation allowed lean teams to build, test, and launch campaigns in minutes, faster, clearer, and without engineering bottlenecks.
Challenge
Challenge
At our edu-tech company, even the simplest campaign update required a developer: exporting data, writing SQL, and debugging scripts. Marketing teams were stuck — moving slow, losing context, and burning time on handoffs. The design challenge was clear:
How might we remove technical dependencies while giving marketers true autonomy?
How it works
Launching a marketing campaign in just 4 steps
What used to take hours of back-and-forth with developers now happens in minutes. Effic’s visual builder breaks complex CRM logic into four intuitive steps, clear enough for anyone to run a campaign confidently.
And, effic makes campaign ideas instantly actionable with its 4-step builder. Whenever marketers come up with a new idea - or need to send a message right away - they can set the right conditions, launch immediately, and track results in real time.
Designing a workflow that mirrors how marketers think
Step 1 — Define your audience
I started by simplifying segmentation.
Instead of dropdowns full of SQL queries, marketers can visually pick who they want to reach — new signups, repeat buyers, or inactive users.
Step 2 — Set conditions
This step was designed to feel conversational: “When this happens, do that.” By turning logical operators into plain language, I made automation accessible to anyone, while still maintaining depth for advanced users.
Step 3 — Compose the message
I noticed marketers often switch between multiple tools to write and test messages.
So I integrated message composition and preview into the same flow, keeping users in context while reducing cognitive load.
Step 4 — Schedule & launch
Finally, I wanted the handoff moment to feel effortless.
Teams can set timing, frequency, and goals, then see real-time progress from the same dashboard ,no waiting on engineers
Designing a workflow that mirrors how marketers think
Step 1 — Define your audience
I started by simplifying segmentation.
Instead of dropdowns full of SQL queries, marketers can visually pick who they want to reach — new signups, repeat buyers, or inactive users.
Step 2 — Set conditions
This step was designed to feel conversational: “When this happens, do that.” By turning logical operators into plain language, I made automation accessible to anyone, while still maintaining depth for advanced users.
Step 3 — Compose the message
I noticed marketers often switch between multiple tools to write and test messages.
So I integrated message composition and preview into the same flow, keeping users in context while reducing cognitive load.
Step 4 — Schedule & launch
Finally, I wanted the handoff moment to feel effortless.
Teams can set timing, frequency, and goals, then see real-time progress from the same dashboard ,no waiting on engineers
Designing a workflow that mirrors how marketers think
Step 1 — Define your audience
I started by simplifying segmentation.
Instead of dropdowns full of SQL queries, marketers can visually pick who they want to reach — new signups, repeat buyers, or inactive users.
Step 2 — Set conditions
This step was designed to feel conversational: “When this happens, do that.” By turning logical operators into plain language, I made automation accessible to anyone, while still maintaining depth for advanced users.
Step 3 — Compose the message
I noticed marketers often switch between multiple tools to write and test messages.
So I integrated message composition and preview into the same flow, keeping users in context while reducing cognitive load.
Step 4 — Schedule & launch
Finally, I wanted the handoff moment to feel effortless.
Teams can set timing, frequency, and goals, then see real-time progress from the same dashboard ,no waiting on engineers
Designing a workflow that mirrors how marketers think
Step 1 — Define your audience
I started by simplifying segmentation.
Instead of dropdowns full of SQL queries, marketers can visually pick who they want to reach — new signups, repeat buyers, or inactive users.
Step 2 — Set conditions
This step was designed to feel conversational: “When this happens, do that.” By turning logical operators into plain language, I made automation accessible to anyone, while still maintaining depth for advanced users.
Step 3 — Compose the message
I noticed marketers often switch between multiple tools to write and test messages.
So I integrated message composition and preview into the same flow, keeping users in context while reducing cognitive load.
Step 4 — Schedule & launch
Finally, I wanted the handoff moment to feel effortless.
Teams can set timing, frequency, and goals, then see real-time progress from the same dashboard ,no waiting on engineers
Timeline
From launch to failure and a pivot that changed everything
all in just 5 months.
all in just 5 months.
What began as a basic A/B testing tool failed to gain traction. Instead of scaling a weak idea, I paused development, went back to users, and reframed the product from the ground up. Five months later, the rebuilt version was powering campaigns for over 50 businesses.
What began as a basic A/B testing tool failed to gain traction. Instead of scaling a weak idea, I paused development, went back to users, and reframed the product from the ground up. Five months later, the rebuilt version was powering campaigns for over 50 businesses.
What began as a basic A/B testing tool failed to gain traction. Instead of scaling a weak idea, I paused development, went back to users, and reframed the product from the ground up. Five months later, the rebuilt version was powering campaigns for over 50 businesses.
Start point
Why CRM? Because retention was the real growth engine in especially edtech
Why CRM? Because retention was the real growth engine in especially edtech
In education, success isn’t about getting new students, it’s about keeping them. At Team Sparta, we realized that every enrollment was temporary, and every relationship fragile.Acquisition was costly. Retention was unpredictable. Real growth came only when students re-enrolled or referred others.
In education, success isn’t about getting new students, it’s about keeping them. At Team Sparta, we realized that every enrollment was temporary, and every relationship fragile.Acquisition was costly. Retention was unpredictable. Real growth came only when students re-enrolled or referred others.
Team Sparta is an edtech startup in Korea known for programs like Sparta Coding Club and Tomorrow Learning Camp.By 2023, it had reached $24M in revenue - but that growth depended on managing thousands of student relationships efficiently.
That’s where the real challenge appeared:
Even though CRM was the core of business survival, managing campaigns, data, and communication required developer support every single time.
Even though CRM was the core of business survival, managing campaigns, data, and communication required developer support every single time.
Even though CRM was the core of business survival, managing campaigns, data, and communication required developer support every single time.
As a product designer, I wanted to change that. I saw an opportunity to design a system that let marketers, not engineers, take ownership of retention.
Noticing Problem
For lean teams, CRM became a survival cost, too heavy to manage, too essential to abandon.
For lean teams, CRM became a survival cost,too heavy to manage, too essential to abandon.
For lean teams, CRM became a survival cost,too heavy to manage, too essential to abandon.
Working inside a fast-growing edtech startup, I saw how every message, reminder, and campaign depended on CRM. We were sending over a million messages a month — yet every change still required engineers. It wasn’t just time-consuming; it was slowing down how we learned.
As I started analyzing how other small teams handled CRM, a pattern emerged. No one doubted its importance, but everyone felt trapped by it. The tools were built for enterprise-scale systems, not for lean teams that needed to move fast and iterate.
Our interviews confirmed three recurring pain points across early-stage teams:
As I started analyzing how other small teams handled CRM, a pattern emerged. No one doubted its importance, but everyone felt trapped by it. The tools were built for enterprise-scale systems, not for lean teams that needed to move fast and iterate.
Our interviews confirmed three recurring pain points across early-stage teams:
Impact
Impact
Impact
Impact
Impact took too long to measure
Impact took too long to measure
Teams relied on manual spreadsheets, and insights arrived too late to act on.
Teams relied on manual spreadsheets, and insights arrived too late to act on.
Experiments
Experiments
Experiments
Experiments
Experiments stalled
Experiments stalled
Even small A/B tests needed developer setup and multiple tools, breaking the creative flow.
Even small A/B tests needed developer setup and multiple tools, breaking the creative flow.
Execution
Execution
Execution
Execution
Execution dragged
Execution dragged
Campaigns sat in engineering queues instead of reaching users when it mattered most.
Campaigns sat in engineering queues instead of reaching users when it mattered most.
Designer's note
“What I realized wasn’t just a usability issue, it was a system design failure. Lean teams didn’t need another CRM, they needed a faster way to think and act on relationships.”
“What I realized wasn’t just a usability issue, it was a system design failure. Lean teams didn’t need another CRM, they needed a faster way to think and act on relationships.”
THe 1st attempt
Our first bet: What if we built a lightweight A/B testing tool for teams like us?
Our first bet: What if we built a lightweight A/B testing tool for teams like us?
First internal A/B testing tool we built in early 2023.
This was the first internal tool we built - to run A/B tests, track performance, and send messages at the best time. We thought optimizing delivery would unlock better CRM.
The 1st result
Technically complete. Practically irrelevant.
After launch, adoption stayed flat. Even with a clean UI and working system, users didn’t feel it solved their daily pain. Through feedback sessions and a small webinar, two lessons became clear:
Our team hosted Webinar in mid 2023 to promote effic's 1st launch
Lesson 1 : DTC teams didn't need A/B tests at all.
Lesson 1 : DTC teams didn't need A/B tests at all.
“I just need to send coupons at the right time - not test 5versions of the message.”
E-commerce business owner
“I just need to send coupons at the right time - not test 5 versions of the message.”
E-commerce business owner
“I just need to send coupons at the right time - not test 5versions of the message.”
E-commerce business owner
“I just need to send coupons at the right time - not test 5versions of the message.”
E-commerce business owner
Lesson 2 : Startup marketers & PM wanted more control.
Lesson 2 : Startup marketers & PM wanted more control.
“A/B testing is great, but I need to run sequences, track conversions, and report results to my CEO.”
Startup marketer
“A/B testing is great, but I need to run sequences, track conversions, and report results to my CEO.”
Startup marketer
“A/B testing is great, but I need to run sequences, track conversions, and report results to my CEO.”
Startup marketer
“A/B testing is great, but I need to run sequences, track conversions, and report results to my CEO.”
Startup marketer
Pivot through failure
What were we missing?
After interviewing 20+ marketers across industries — from football academies to fintech — one theme repeated again and again :
After interviewing 20+ marketers across industries - from football academies to fintech - one theme repeated again and again :
"I just want to send this message now"
"I just want to send this message now"
"I just want to send this message now"
"I just want to send this message now"
They didn’t need complex optimization tools. They needed immediacy, a way to reach the right people without waiting in a developer’s queue. Across every industry, the use cases were different —but the blocker was the same: CRM tools demanded technical fluency marketers didn’t have.
Important finding
Lean teams didn’t struggle from a lack of CRM ideas, they struggled from a lack of ownership.
In small teams, great ideas were never the problem. The real issue was execution ownership. Marketers, PMs, and developers each handled a piece of CRM, but no one truly owned the full process end to end.
In small teams, great ideas were never the problem. The real issue was execution ownership. Marketers, PMs, and developers each handled a piece of CRM, but no one truly owned the full process end to end.
Problem 1
1.CRM campaign ideas stuck in Developer queues
1.CRM campaign ideas stuck in Developer queues
Marketers had campaigns ready to launch, but every step, from audience segmentation to delivery, required dev support. This bottleneck delayed launches and killed momentum.
Marketers had campaigns ready to launch, but every step, from audience segmentation to delivery, required dev support. This bottleneck delayed launches and killed momentum.
Ask Developer to pull
target audience
⚠️ Bottle neck
⏳ Wait in Dev queue
Marketer/PM has a new
campaign idea
Dev uploads list &
Sets up CRM tool
Marketer writes copy,
but needs Dev to send
Sometimes confirm
details with Sales rep
Ask Developer to pull
target audience
⚠️ Bottle neck
⏳ Wait in Dev queue
Marketer/PM has a new
campaign idea
Dev uploads list &
Sets up CRM tool
Marketer writes copy,
but needs Dev to send
Sometimes confirm
details with Sales rep
Ask Developer to pull
target audience
⚠️ Bottle neck
⏳ Wait in Dev queue
Marketer/PM has a new
campaign idea
Dev uploads list &
Sets up CRM tool
Marketer writes copy,
but needs Dev to send
Sometimes confirm
details with Sales rep
Ask Developer to pull
target audience
⚠️ Bottle neck
⏳ Wait in Dev queue
Marketer/PM has a new
campaign idea
Dev uploads list &
Sets up CRM tool
Marketer writes copy,
but needs Dev to send
Sometimes confirm
details with Sales rep
Problem 2
2.Existing CRM tools didn't fit lean teams
Most CRM platforms were built for enterprise scale, complex, expensive, and slow to implement. Lean teams needed something simpler, faster, and owned by marketers themselves.
Problem 2
2.Existing CRM tools didn't fit lean teams
Most CRM platforms were built for enterprise scale, complex, expensive, and slow to implement. Lean teams needed something simpler, faster, and owned by marketers themselves.
Designer's note
These patterns helped me reframe the challenge - CRM didn’t need more features. It needed a system small teams could truly own.
“What I realized wasn’t just a usability issue, it was a system design failure. Lean teams didn’t need another CRM, they needed a faster way to think and act on relationships.”
These patterns helped me reframe the challenge - CRM didn’t need more features. It needed a system small teams could truly own.
Target reframing
What lean teams really needed: a CRM they could run without developer help.
We realized our assumption was off. Teams didn’t need more analytics or smarter dashboards - they needed autonomy. They wanted to launch, test, and iterate on their own, without waiting for anyone else.
What we thought they needed
What we thought they needed
We assumed users wanted better analytics and more campaign insights.But most weren’t even at that stage — they were still stuck trying to send a message without a developer.
We assumed users wanted better analytics and more campaign insights.But most weren’t even at that stage — they were still stuck trying to send a message without a developer.
What they actually needed
What they actually needed
Our real users were lean teams juggling CRM work with no dedicated tools. They needed simplicity, speed, and control, not complexity disguised as intelligence.
Our real users were lean teams juggling CRM work with no dedicated tools. They needed simplicity, speed, and control, not complexity disguised as intelligence.
And once we redefined our audience, we rebuilt Effic to match the way they actually work, a lightweight system that gives ownership back to the people running the campaigns.
And once we redefined our audience, we rebuilt Effic to match the way they actually work, a lightweight system that gives ownership back to the people running the campaigns.
And once we redefined our audience, we rebuilt Effic to match the way they actually work, a lightweight system that gives ownership back to the people running the campaigns.
One line solution
Designing the pivot: from insight to interface
We rebuilt Effic around one principle, marketers should be able to launch campaigns without engineers. The goal was simple: make CRM automation as intuitive as sending an email.
We rebuilt Effic around one principle, marketers should be able to launch campaigns without engineers. The goal was simple: make CRM automation as intuitive as sending an email.
We rebuilt Effic around one principle, marketers should be able to launch campaigns without engineers. The goal was simple: make CRM automation as intuitive as sending an email.
We rebuilt Effic around one principle, marketers should be able to launch campaigns without engineers. The goal was simple: make CRM automation as intuitive as sending an email.
What if CRM automation was as simple as scheduling an email? 📧
What if CRM automation was as simple as scheduling an email? 📧
Started from whiteboard sketches → tested wireframes with users → launched a clean, self-serve UI that marketers could use independently.
Core DESIGN PRINCIPLE
Aligning the UI with how marketers actually think
User interviews revealed a key insight: marketers don’t plan by features, they plan by logic.
So we flipped the flow: Left to organize, right to act. This mirrors how marketers think, reducing friction and matching their natural rhythm.
UI walkthrough
Jessica, once overwhelmed by CRM, now handles it effortlessly with Effic.
UI walkthrough
Step 1 : Select Recipients Who should get this message ?
AS-IS
Export data from Google Sheets, then manually filter to find users who signed up but didn’t purchase within 7 days.
Export data from Google Sheets, then manually filter to find users who signed up but didn’t purchase within 7 days.
TO-BE
In Effic, Jessica selects the “Signup within 7 days” preset and adds the “No purchase” condition — all done in under a minute, no spreadsheet needed.
In Effic, Jessica selects the “Signup within 7 days” preset and adds the “No purchase” condition, all done in under a minute, no spreadsheet needed.
UI walkthrough
Step 2 : Add filters Who should we avoid sending this to?
AS-IS
Ask a developer to write SQL to exclude irrelevant users (e.g., those who purchased or canceled).
TO-BE
Jessica applies filters like “Purchase count = 0” or “Signup date within 7 days” with plain-language chips, instantly seeing the user count update live.
UI walkthrough
Step 3 : Write the message What do we want to say?
AS-IS
Rewrite messages in Notion or email docs, risking outdated templates and formatting errors.
TO-BE
Use a built-in editor with smart variables (e.g., {{first_name}}) and preview mode to personalize and verify messages instantly.
UI walkthrough
Step 4 : Set the timing When should it go out?
AS-IS
Export user lists to Sendgrid/Braze and schedule separately, often needing dev or PM support.
TO-BE
Jessica sets delivery rule:
1.Immediate → “Send payment confirmation right after checkout.”
2.Delayed → “3 days after purchase, send a review request.”
3.Time-based → “Send billing reminders every 25th.”
UI walkthrough
After launch CRM : Track performance in real time
AS-IS
Wait days for the data team to pull reports. By the time insights arrived, it was too late to act.
TO-BE
Jessica checks the Conversion Dashboard to see drop-offs from send → sign-up → purchase in real time. She can also download raw data or tweak metrics instantly—no waiting.
Designing effic's ui system
Behind the Scenes: Establishing the Confidence Layer for Complex B2B Tools
Beyond that, as a sole proudct designer, I established Effic’s design language to make hard things feel simple. In the world of clunky B2B tools, our target users wanted something that felt clear, approachable, and genuinely usable, especially for people wearing multiple hats.
The Effic logo combines two geometric shapes to form a subtle “E,” visually capturing the brand’s core promise: turning complex automation into clear, forward-moving action.
To shape Effic’s overall interface, I developed a cohesive design language through key UI components - gradually building a distinct visual system that made the product feel intuitive, approachable, and uniquely ours.
Testing for real-world use
Validating in the field with our real users.
We ran five test rounds with in-house CRM marketers, using real weekly tasks like re-engagement or segmentation.
We ran five test rounds with in-house CRM marketers, using real weekly tasks like re-engagement or segmentation.
We ran five test rounds with in-house CRM marketers, using real weekly tasks like re-engagement or segmentation.
Snapshot: a Project manager using effıc in her workflow
And How did it go? One marketer summed up the impact better than I could:
And How did it go? One marketer summed up the impact better than I could:
And How did it go? One marketer summed up the impact better than I could:
“The best part was being able to add or adjust CRM campaigns whenever I needed. Before Effiс, even a small copy change meant waiting on developers. Now I can manage conditions and update messages quickly,
it finally feels like I’m in control.”
“The best part was being able to add or adjust CRM campaigns whenever I needed. Before Effiс, even a small copy change meant waiting on developers. Now I can manage conditions and update messages quickly,
it finally feels like I’m in control.”
“The best part was being able to add or adjust CRM campaigns whenever I needed. Before Effiс, even a small copy change meant waiting on developers. Now I can manage conditions and update messages quickly,
it finally feels like I’m in control.”
Nayul Kim, Product Manager(Online team), Team Sparta
This confirmed the design goal: putting control back in marketers’ hands and removing the bottlenecks that slowed them down.
This confirmed the design goal: putting control back in marketers’ hands and removing the bottlenecks that slowed them down.
This confirmed the design goal: putting control back in marketers’ hands and removing the bottlenecks that slowed them down.
Takeaway
As we conclude, this project taught me…
0→1 requires speed, but defining
the right problem matters more.
Early momentum is critical, but I learned that speed without clarity often leads to wasted cycles. Framing the problem precisely made every decision downstream more effective.
Admit failure early and pivot using the language of your users.
The turning point came when I stopped defending features and started listening to how marketers themselves described their pain points. Speaking their language unlocked adoption.
Design is not just about aesthetics, but about creating scalable structures that sustain growth.
A polished interface can attract attention, but the real impact comes when the underlying system can flex and scale with the business. That’s where design truly proves its value.
