Marketing Tools Case Study
Company
Carousell
Timeline
2022-2023
Responsibility
End-to-end design process
Prototyping
Overview
At Carousell, I also designed tools that helped the marketing team run campaigns and improve engagement without needing much engineering support. The three features were built to work together as a connected system, each complementing the others.
① Special Collections
Previously, when the marketing team wanted to promote certain category listings to boost sales, they had to request the development team to manually set up a collection in the backend, which made the process slow and involved a lot of back-and-forth.
We built Special Collections in our internal tool, Bifrost, enabling marketers to independently create and manage category-based listing collections.
For the management page columns, we interviewed marketing stakeholders to find out which information was most important to show upfront.
In addition to the column titles, we learned that the team wanted a search function, filter by types and date of creation, since Special Collections usually run for a specific time period. This allows them to easily find which collections are active during a certain timeframe.
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When the fields are active
Tapping “+ New Collection” opens the detail page, where users set the type, start date, and end date. Fields are grouped by hierarchy and IA relevance for a smoother setup flow.
After creating the collection, users can add listings individually or upload them in bulk from a CSV file at the top-right corner.
Tapping “Add Listings” takes users to the selection page, where they can filter by category or search by keyword.
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After selecting listings, users can add them to the collection.
The selected listings appear in the management section, where users can edit or pin/unpin them; pinned items are bumped to the top in the consumer app’s collection, based on marketing team feedback.
② Marketing Landing Page Builder
Campaigns on Carousell were often “hacked” onto listing detail pages (as shown in the image), which made them inflexible and easy for users to miss.
To dig deeper, we audited existing patterns and interviewed the team about how they currently create marketing campaigns.
After the analysis, we identified 3 patterns — Special Collection, Story, and Image — that cover most use cases.
Inspired by LEGO-style modularity, we designed these patterns to be stackable and reorderable when needed.
The design supports both Web and App platforms with a responsive layout.
Back on the settings page, after interviewing stakeholders, we listed the information needed to create a campaign, grouped it by hierarchy and importance, and arranged it in an order that matches the users’ mental model.
For the units mentioned above, users can create listings, images, and stories, and arrange them according to campaign needs, similar to building with LEGO blocks.
After the release, we received positive feedback from the marketing team and planned to add:
Scheduling – allows marketers to set campaign start and end times, ensuring timely launches and reducing manual coordination.
Preview – provides a visual check before publishing, helping the team catch errors and maintain brand consistency.
③ Lead Generation (LeadGen)
As the business grew, we needed a scalable way to engage users through surveys and data collection. The team had relied on third-party tools, which were costly and inflexible.
To address this, we built an in-house survey and form tool for collecting user feedback and generating potential business leads. We benchmarked competitors and interviewed stakeholders to identify the most valuable form types and question formats for marketing.
Reflection
This project taught me how to design efficient, user-centered tools for business users.
Understanding context: Interviews and workflow analysis revealed marketers needed automation and confidence in campaign accuracy.
Key features:
Scheduling – automates campaign timing, reducing manual work.
Preview – shows campaigns before launch, minimizing errors and maintaining consistency.
Design consistency: Clear hierarchy, minimal decoration, and uniform interactions made complex tasks easier.
Iterative learning: Feedback after release guided improvements, reinforcing the value of iteration.
Impact focus: Features were designed to support business goals while enhancing user experience.
Thoughtful design can streamline workflows, reduce errors, and deliver real business impact.