Defining a CRM and campaign builder for an e-commerce platform
Overview
OmniSynkAI was an AI-powered e-commerce platform for small businesses. I collaborated with product managers, developers, and designers to create core workflows and UI patterns. As leadership later pivoted away from this direction, this case study highlights the design process and insights gained, rather than final outcomes.
DURATION
4 months
ROLE
Product Design Intern
team
1 PM, 2 developers, 1 design lead
context
Fragmented tools make it difficult for small businesses to manage customers and sales
About 9 in 10 small businesses sell across multiple channels such as Etsy, eBay, and Amazon. Managing orders across these platforms often leads to errors, delays, and overselling. OmniSynkAI aimed to simplify this by syncing data across marketplaces and presenting it in a single dashboard.
While the initial concept centered on order management, our team also saw the need for tools that helped sellers nurture customer relationships and marketing efforts. My work focused on defining CRM features for customer segmentation and designing an email campaign builder to support personalized outreach.
How can we simplify customer communication for small businesses handling multi-channel sales?
highlights
Customer segmentation and email campaign builder
Working cross-functionally in an Agile environment, my PRDs included customer segmentation, revising the email editor template for campaigns, and co-designing an AI product design feature. I opted for a workflow of competitive analysis -> user flows -> high-fidelity prototyping in order to meet weekly deadlines and have consistent benchmarks for collaboration.
Customer segmentation flow
challenges
Fast-paced environment
Tight deadlines and Jira-driven workflows required quick design decisions. Without direct user research, I referenced competitors and social platforms to understand the problem space.
Communication and collaboration
A remote, asynchronous setup made coordination challenging. I shared short Loom updates to keep cross-functional teams aligned and moving consistently.
approach
What I did?
Working cross-functionally in an Agile environment, my PRDs included customer segmentation, revising the email editor template for campaigns, and co-designing an AI product design feature. I opted for a workflow of competitive analysis -> user flows -> high-fidelity prototyping in order to meet weekly deadlines and have consistent benchmarks for collaboration.
competitive analysis
Opportunities for differentiation
To understand how members interacted with both the space and the website, I recruited 13 frequent users through the lab’s Airtable directory. In each session, participants walked through key tasks and described their experiences using the lab’s online tools and in-person resources.
I visualized their overall journeys to capture where confusion and friction occurred, then used an affinity map to analyze comments specific to the website. Together, these revealed how structural issues in the site disrupted an otherwise positive service experience.
flows
Opportunity
To conceptualize the full system, I mapped flows across gameplay, social spread, and technical maintenance. The gameplay loop alone wouldn't solve community disconnect, so the social flow shows how the leaderboard and word-of-mouth create repeat visits with friends. The system flow ensures the cabinet stays operational through automatic launch and manual data backup.
iterations / design desicions?
Working through multiple iterations
I started with a mobile-first design to get a sense of content and hierarchy.
I built a fully custom arcade game to engage students and reinforce campus pride.
components.. ?
I built a fully custom arcade game to engage students and reinforce campus pride.
hand-off, design qa, feedback, collaboration
I built a fully custom arcade game to engage students and reinforce campus pride.
1
Responsive design
1
Custom code for design QA
wishes
Important takeaways from the internship
Feedback survey for updated site: Given the scope of the member base, I felt that my testing sample was insufficient. If I was still working on this I would conduct a large-scale survey to continue monitor and update the design.
Performance and SEO: Lower impact concerns I had were load time and findability from search engines, as multiple digital links have information about Open Lab.