Designed a self-service experience for users to create and publish landing pages in under 1 hour (vs. 7–10 days). Resulted in a 20% increase in gift spending and improved team efficiency by 90%.
In-app gifting Landing Pages
An intuitive, efficient solution that enables users to create, manage, and publish custom landing pages quickly and autonomously. Reduced setup time from 7-10 days to ~1 hour, drove a 20% increase in gift spending, and boosted team efficiency by 90%.
CONTEXT
Reachdesk is a B2B SaaS gifting platform that enables companies to send personalized gifts to prospects, customers, and employees while also offering customizable landing pages recipients can use to claim their gifts
CHALLENGE
What if launching a landing page only took minutes?
Reachdesk’s landing page service was inefficient and involved costly, time-consuming back-and-forth communication, heavily reliant on manual processes. Each page was created by the internal Professional Services team, which led to delays and low financial returns.
Our main goals were to:
• Speed up the setup and launch of landing pages
• Reduce operational costs tied to manual processes
• Improve financial performance and ROI
• Enable scalable creation and management of landing pages
MOTIVATION
Competitors’ automated solutions disadvantage us, increasing the urgency to deliver a self-service option
MY ROLE
I led and worked hands-on on the end-to-end customer journey for the new landing page experience. I partnered with PMs, engineers, and stakeholders to define priorities and ensure the initiative aligned with strategic business goals and pain points. The first phase of the experience launched globally on December 11th, 2024.
KICKOFF
Picking up the pieces
I kicked off the project by interviewing stakeholders to align on goals and priorities and facilitated a workshop to align key challenges and drive collaboration. The Product Manager, the Engineering Manager, and I held regular syncs with stakeholders throughout the project to ensure alignment and transparency.
DISCOVERY INSIGHTS
Before I could jump into designing, I needed to deeply understand the core pain points in our landing page creation process. I started by conducting user interviews and collecting internal feedback from 4 members of the Professional Services team, as well as 6 external clients, including 2 high-value accounts. I mapped the end-to-end workflow and identified key friction points and bottlenecks, particularly around repetitive tasks that could be streamlined or automated.
"Coordinating with clients on every minor detail takes up a lot of our time and budget. We end up spending more hours on communication than on actual design work."
Project Manager
(Professional Service team)
“We’re often left in the dark, waiting for updates. It’s frustrating because we have tight deadlines, and each revision takes longer than expected.”
Marketing Manager
(Client)
7-10 days
required to complete the entire previous process between the PS team and the client
44 insights
from customers (via NPS or directly through CSMs) in 2024
⸺ Time consumption
Back-and-forth process takes up a lot of time for both the Professional Services team and the client
⸺ Manual process
Back-and-forth process takes up a lot of time for both the Professional Services team and the client
⸺ Increased costs
Extensive communication and revision process results in higher costs for Reachdesk
⸺ Lack of client visibility
Clients have no way to track the progress of their project in real-time
⸺ Not scalable
Clients have no way to track the progress of their project in real-time
⸺ Lack of autonomy
Back-and-forth process takes time for both the PS team and the client
Who & Why
1. Professional service team
Benefits from reduced workload with an autonomous landing page solution, allowing focus on higher-value tasks
2. Clients (B2B)
Marketing and Sales teams who share landing pages with prospects for secure, personalized gifting
3. Recipients
Prospects or customers who use landing pages to claim gifts
REFRAMING THE PROBLEM
“...how might we empower clients to build and launch landing pages, without relying on us?”
This reframing led to a bold shift in direction: transforming landing pages from a service to a product. Our proposal was a self-serve landing page experience, one that gave clients control, reduced operational load, and maintained the personalization that made Reachdesk campaigns effective.
FRAMING THE CHALLENGE
One of the key challenges was ensuring flexibility without overwhelming complexity. Our customers had diverse needs, from simple RSVP pages to more interactive landing pages with multiple CTAs. Another challenge was maintaining brand consistency, as some customers wanted fully customizable pages, while others needed guardrails to ensure branding guidelines were met.
How do you address key use cases?
To solve this, I explored modular design solutions where users could select from predefined templates and make adjustments. This balance allowed customization while maintaining usability. I also collaborated closely with engineers to ensure the design system could support scalable customization without overloading the development team with edge cases. Throughout the process, I ran iterative usability tests, ensuring that even non-technical users could intuitively create landing pages. The final design prioritized a guided user flow, helping customers build high-converting pages without needing prior design knowledge.
FROM MANUAL TO SCALABLE
Previously, our service model treated every use case as a unique request, which led to a manual process that didn’t scale. We needed to reverse that logic, starting from a core system that could flex rather than creating from scratch every time.
This shift meant asking strategic question:
Not “How will this customer get their custom page built?”
But rather, “How might we offer the right level of customization for this use case within the product itself?”
That led to the development of a template-based editor with customizable components and visual cues, empowering users to build fast, guided, and effective pages with minimal support.
LAUNCH
A big step forward
After leading the design of the new self-serve experience, I stayed close to the team as we prepared for launch, supporting QA, validating final flows, and helping with internal onboarding.
On December 11th, 2024, we launched the first version globally. It was exciting to see the work go live and start changing how clients create and manage their campaigns with more speed, less friction, and full control.
It was a big milestone for the team as we had redesigned and rebuilt everything from the ground up.
IMPACT
What we achievedand what comes next
The launch of the new self-serve landing page experience changed the way clients create and manage their campaigns. In just a few weeks, we saw a clear drop in delivery time and internal effort.
TIME TO LAUNCH DECREASED FROM 7–10 DAYS TO LESS THAN 1 HOUR
Self-serve setup eliminated back-and-forth coordination with the Professional Services team
NUMBER OF LANDING PAGES CREATED INCREASED BY 28%
The new flow made it easier and faster for teams to create and manage pages on their own
GIFT SPENDING INCREASED BY 20%
Higher engagement from recipients indicates stronger campaign performance
Adoption continues to grow, although many clients are still getting used to the idea of building pages on their own. We’re closely following how they interact with the tool and using their feedback to shape improvements.
At the same time, we’ve started working on the next priorities, defined together with stakeholders, focusing mainly on bringing back key features from the previous version that are still essential for some use cases.
BEFORE
10days
required to complete the entire process between PS team and the client
Results from Mixelpanel, 2024
AFTER
1h
for our clients to create and launch self-service landing pages
Results from Sisense, 2024