Making a large, powerful platform legible again

A capable product carrying years of interface debt

Everlytic has grown for more than a decade. It sends email, SMS, WhatsApp and push, runs automation and forms, handles transactional messaging and reporting — a genuinely capable platform. The trouble was that all of that had piled up faster than the interface could keep pace with, and the experience had started to show the seams.

Everlytic Next is how we pay that down. I joined with no design system, process or standards to inherit, and I lead the work end to end — close alongside Product, Engineering, Support and leadership.

What the redesign had to fix

Most of what frustrated people wasn't a missing feature. It was not knowing where things lived, or finding that the same action behaved a little differently depending on where they'd landed. This was a wayfinding and consistency problem far more than a functionality one.

• Inconsistent patterns across Audience, Campaigns, Automation, Transactional, Reports and Settings — every module its own dialect.
• Navigation that had accreted over years rather than been intentionally structured.
• No guided entry for new users — the product waited to be figured out.
• Maintenance drag — divergent UI made every new feature more expensive to build and to learn.

Sole designer, end to end

As the only designer on a platform this size, I own the full arc: discovery and research, information architecture, the design system, interaction and UI, developer handoff, and a structured Design QA programme run with engineering rather than thrown over a wall.

The hardest calls were about sequence and scope — fixing structure before surface, resisting one-off screens that would reintroduce drift, and shipping the system incrementally so the team could keep delivering.

Architecture first, then system, then surface

I worked in that order deliberately — redrawing screens before fixing the structure underneath only repaints the confusion. The work runs across a few connected streams.

Information architecture & navigation

The IA was redrawn around how marketers actually organise their work, bringing every module under one consistent structure — so learning one area teaches you the next.

A design system built to scale

A system of 60+ reusable components with standardised patterns, structured for engineering to build against directly. Consistency becomes the path of least resistance rather than something policed screen by screen.

Onboarding, features & clarity

A guided first-run path replaces a product that waited to be figured out. Feature design — campaigns, automation, forms, domains, RBAC, split testing — sits on shared patterns, and the most technical flows (reporting, domain authentication) were reworked into plain-language steps with honest empty states.

One coherent system, from onboarding to reporting

The redesigned dashboard, guided first-run path, and feature screens — all built on the same patterns so power never costs learnability.

Consistency as the default, not the exception

Consistency is now the path of least resistance: new features inherit shared patterns instead of inventing their own, which makes them faster to build and easier to learn. New users get a guided path to a first real outcome rather than a product to decipher.

The structured soft-launch QA — success criteria set up front, run with engineering — has caught serious issues before customers did. The work was recognised internally as an ACA '26 Platform Pioneer.

What I'd carry forward

The redesign confirmed the instinct that runs through all my work: most product problems aren't interface problems. Solve the structure, make the system the path of least resistance, give people an obvious next step — and the interface almost designs itself. Everlytic Next is still evolving, and the system is built to grow with it.