Being a market leader & category creator in its category Sendoso is trusted by 500 companies with a vast global footprint. Our goal as a company is to be the most effective way for the revenue-generating teams to stand out with new ways to engage at strategic points throughout the customer journey by connecting digital & physical strategies. 


That puts Sendoso within the emerging category of B2B sending. Don’t just take it from me: 88% of revenue leaders said their engagement strategy has taken a more human-to-human approach since March 2020. 

In 2021, when we had a problem with our retention, we went to our customers to study how our users are using Sendoso’s App. During our customer research and exploring journey maps we found that we often are not fitting perfectly within our user’s cycle. There were huge gaps in user communication, transparency, and ease of use. 

One problem area was “Touches”.


Well, this is a confusing term! Touches in Sendoso basically act the same as for campaigns in any marketing or sales automation tool but touches are confusing to use, and lack core functionality that does not often fit well with our customer’s current ecosystem.

To ensure each design iteration effectively progresses towards our product strategy, we establish measurable primary and secondary goals. These primary goals are the cornerstones, directly impacting our overall vision. Secondary goals provide additional user and platform insights, while unique one-off goals allow for targeted exploration and data collection on specific features or user behaviors. This blend of measurable objectives and focused experimentation ensures data-driven decision making and continuous product improvement.

The data collected from the user interviews were used to analyze the research and discover a hypothesis to be tested. The biggest percentage helped us identify the use cases for the MVP as well.

Around 80% of users don’t know how to set up integrations or find it difficult to connect Sendoso with marketing automation tools or CRMs. Additionally, 93.1% find the system difficult to learn and often require specialist training, while 62.7% have concerns around the selection and management of touches. About 42% suggested introducing data intelligence or a recommendation system to help them make better decisions and achieve success. Meanwhile, 71% of users struggle to understand or relate to the concept of touches, and 89% believe Sendoso should provide a centralized way to track ROI and impressions in one place.

Designed a mobile first marketplace experience as a Progressive Web App, enabling users to browse, discover, manage, and send campaigns directly from their mobile devices. The experience was designed around the needs of users who needed to manage campaigns while away from their desks, with a strong focus on speed, simplicity, and accessibility. I translated complex marketplace and campaign workflows into a responsive mobile experience that made key actions easy to find and complete on smaller screens. The design also maintained consistency with the broader Sendoso product ecosystem through shared components, interaction patterns, and visual language, creating a familiar experience across web and mobile. This approach allowed users to move between devices without having to relearn the product while giving them greater flexibility to manage their campaigns wherever they were.

I first tested the new navigation with customers and internal stakeholders, and the results were highly promising for the v1.0 experience. Hard gifts were 2x easier to find within the new hierarchy, particularly during campaign creation. 93% of participants were able to complete key tasks quickly and without external assistance, including setting up fundings, teams, and domains. Overall, 100% of participants responded positively to the new experience, with sentiment toward the new hierarchy improving by 10 to 15%. Additionally, 20 out of 22 participants immediately understood and resonated with the concept of campaigns being assigned to them, validating the new information architecture and navigation model.