Designing trusted
omnichannel automation
for retail.

I led the end-to-end design of Campaign Workflows — an omnichannel automation platform inside Dutchie that lets dispensary marketers build coordinated customer journeys using live commerce, loyalty, and segmentation data already native to the platform.

Role: Lead Product Designer, end-to-end ownership
Platform: Web app
Timeline: 6 months
Outcome: $147.2M attributed indirect revenue, 950 workflows across 147 retailers

Marketing tools that
didn't work together.

Dutchie customers managed marketing automation across email, SMS, and loyalty using disconnected third-party tools — Klaviyo for messaging, Dutchie for commerce and discounts, and additional point solutions for segmentation and reporting. The result: fragmented customer data, broken discount experiences, and workflows requiring manual coordination across systems.

WHAT WAS BROKEN

  • Fragmented campaign setup across multiple disconnected platforms

  • Low trust in automation due to stale segments and broken discounts

  • Marketing tools too complex for day-to-day retail operations

Six weeks in the
room with retailers.

"Retailers struggled to articulate what they needed from automation tooling. Beneath the feature requests was a deeper need: confidence that campaigns would execute correctly without constant manual verification."

Not another email tool.
An orchestration layer.

Through research and cross-functional partnership, the larger opportunity became clear. The win wasn't building another messaging tool — it was an orchestration layer that connected Dutchie's existing ecosystem: customer segments, discounts, loyalty status, purchase behavior, and communication channels. Email, SMS, and Push stopped being separate systems and became one workflow model built around customer moments.

How do we make sophisticated
automation feel approachable?

Retailers wanted real branching logic — abandoned cart recovery, win-back flows, loyalty milestones, post-purchase follow-ups — but most were intimidated by the technical automation builders found in traditional SaaS marketing tools. The challenge wasn't capability. It was making capability feel safe to use.

Workflow

Flexibility

Branching, waits, conditions

Omnichannel

Complexity

Email, SMS, push, in one flow

Everyday

Ease of use

For retail marketers, not engineers

Workflows automates personalized multichannel campaigns based on customer behavior.

Campaign Workflows got most of its value from systems Dutchie already had. Rather than rebuilding segmentation or discounting from scratch, the experience leveraged live audience segments, loyalty status, purchase history, location data, and commerce-aware discounts — tightening the relationship between marketing, commerce, and loyalty in a single platform.

Wired into commerce.
Not around it.

what shipped

Automation

Cross-channel workflows

Email, SMS, push in one flow

Templates

Reusable journey patterns

Cart, welcome, loyalty, post-purchase

Commerce

Workflow-native discounts

Workflow-aware, no broken codes

Results

$147.2M attributed revenue

950+ workflows launched

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