02 / 05 · Aimcast · B2B SaaS · 2023–24

Making a complicated publishing workflow easier to use

I redesigned parts of Aimcast v2.0 and built reusable UI patterns to make complex publishing and audience workflows easier to navigate.

Role: UX/UI designer · second designer on v2.0
Focus: Workflow design, research, UI system
Output: Targeting flow, interaction patterns, handoff
Status: Product redesign and usability testing

The problem

Aimcast v2.0 needed to support many content and audience options without overwhelming the people creating campaigns. The audience targeting step was a particular point of friction.

The task

Make audience selection easier to complete while keeping the targeting options the product needed.

The result

The case materials report task completion rising from 55% to 88% in follow-up usability testing. That is a test result for the redesigned flow, not a claim about live campaign conversion.

Three decisions

Decision 01 · Find the friction

More options were making the task harder

Discovery pointed to audience targeting as the moment users felt overloaded. The goal was to preserve flexibility while making the next choice easier to understand.

Decision 02 · Make a decision

Reveal detail as people need it

Grouped options and expandable sections replace a long, flat set of choices. The interface gives users a clearer route through the task without hiding its depth.

Decision 03 · Check the result

Validate the flow and hand it over

The follow-up task test in the project materials reports higher completion. Reusable states and labels carry the approach into future screens; live product impact would need separate measurement.

Publishing settings: organisation, categories and audience grouped in one view — Screens and boards from the project.

More from the project

5 more images from the project.

Aimcast feed on tablet, where a new post starts

The same settings pattern for an announcement