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.
Special Collections
Previously, the marketing team had to ask the development team to manually set up listing collections in the backend whenever they wanted to promote certain categories. This created a slow, back-and-forth process.
To solve this problem, we built a feature in our internal tool that allows marketeting team to create and manage listing collections on their own.
For the management page columns title, we interviewed marketing stakeholders to understand which information was most important to display upfront.
In addition to the column titles, we learned that the team wanted a search function, filter by types and date of creation, since promotions usually run for a specific time period. This allows them to easily find which collections are active during a certain timeframe.
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 a collection, users can edit it by adding listings individually or uploading them in bulk via a CSV file from the top-right corner.
Tapping “Add Listings” takes users to the selection page, where they can filter by category or search by keyword.
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.
Marketing Landing Page Builder
Campaigns page 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.
On the settings page, after interviewing stakeholders, we identified the information needed to create a campaign, grouped it by hierarchy and importance, and arranged it in an order that matches users’ mental models when setting up a campaign.
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.
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.
We also implemented a drag-and-reorder feature that allows users to easily adjust the order of questions.
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.
Next: Credit Card Voucher→