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Yesware · 2021 · Senior Product Designer

Yesware Workflows

Rebuilt sales campaigns as multi-touch workflows with CRM-linked contacts and per-stage performance.

B2B sales toolsCRM integrationDrawer pattern
4
Touch types: auto email, manual email, call, task

Context

Yesware builds tools for salespeople to engage prospects and see who’s engaging back. Its Campaigns feature — sequences of automated emails — was the product’s biggest growth lever and its biggest churn risk. Campaigns lacked personalization, were hard to build, and couldn’t mix email with calls or tasks. Salespeople who outgrew it went to Outreach or Salesloft.

I designed its replacement, Workflows, end to end.

What had to be true

  • Creation must be simple and deeply customizable. Multiple touch types, dynamic merge fields pulled from the CRM, templates, calendar links, and email tracking — without feeling like a form.
  • Performance must be visible per stage, not just per workflow. Salespeople optimize one email at a time.
  • Contacts must round-trip to the CRM. Every enrollment, reply, and meeting had to map back to the record of truth.

Building a workflow

The stage editor. Touch types on the left, the email body in the middle, and CRM merge fields in a searchable side panel with live example values.
A workflow overview: stages with delays between them, sent/open/click stats on each stage, and rollup performance in the sidebar.

Contacts and the drawer

Workflows are one step in a salesperson’s day; contacts are the whole day. I designed a Contacts tool that shows a person’s timeline, their workflows, and their CRM fields in one place — and a drawer pattern so contacts could be reviewed or added to a workflow without leaving the workflow.

Contact details: timeline of every touch, and which workflows they're in.
Check Contact Data — resolve missing merge fields for every contact before a workflow sends, with a live preview of the personalized email.

Seeing everything

All workflows, filterable by status, owner, and tag, with enrollment, engagement, and meetings booked per row.

Outcome

Workflows shipped as the successor to Campaigns and became the center of Yesware’s outbound product. It was also my first deep piece of enterprise B2B work — the kind of dense, data-heavy tool I’ve been drawn to ever since.