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0-to-1 campaign builder
February – May 2025
Delivering a 0-to-1 marketing tool that enables dealers to launch highly targeted, premium email campaigns
project CONTEXT
This 0-to-1 tool was identified as a product opportunity that our competitors already had. We wanted to create an email campaign tool within Dealer Navigator so that dealers can leverage the customer base and stay within the platform.
This is the first builder tool of its kind so we researched many competitors, evaluated third party integrations, and connected with many teams to ensure we could release this tool successfully.
My role
Lead Designer for Campaign Builder, partnering weekly with the Marketing-as-a-Service (MaaS) team and a third-party email vendor, Stripo.
Snapshot
0-to-1 Product Design · Research, cross-team collaboration, design systems · MVP approved at enterprise-level design review
Discover
Ran competitive analysis spanning both dealer-specific tools (DealerSocket, Elead, Tekion, VinSolutions, Matador) and general email marketing platforms (Shopify, ActiveCampaign, Mailchimp). Co-ran in-person dealer research at a local dealership BDC as a note-taker alongside product, design, and tech leads, then extended research remotely across both ATP and non-ATP dealer segments to widen the sample.
Define
Synthesized research from multiple note-takers’ notes into actionable insights. Met with two competing third-party integrations for the email builder itself — ActiveCampaign and Stripo — ultimately selecting Stripo. Ran a three-hour in-person "hot house" workshop with ten stakeholders across two product teams to whiteboard ownership and flow boundaries before any design work began, preventing the scope conflicts that typically surface mid-build.
Develop
Delivered wireframes, then iterated a reusable step-tracker component — later contributed back to the shared Financial Services design system — plus the template manager. Carried designs through a chain of cross-team alignment reviews (Navigator Platform, DLE, DNSE+) to keep all Navigator Platform teams' patterns consistent for a smoother user experience.
Deliver
Secured legal and compliance approval on the MVP design. The finished 0-to-1 product was recommended by the VP of Financial Services design to present it at an enterprise-wide design review. Ran a knowledge-transfer session on campaign builder and template manager when the product manager went on leave, so the project had zero continuity gap as we got closer to the launch date.
Impact
This centralized builder allows dealers to easily design and launch highly targeted email marketing campaigns without needing deep technical or design expertise. As a result, car buyers receive custom, highly relevant emails tailored specifically to their purchase interests.
Unified two previously fragmented teams around one dealer email campaign workflow; the step-tracker component, save as template pattern, and two column layout is now reused as a shared pattern beyond this product.
With enterprise-wide visibility from design executives, our successful product's design influenced other lines of businesses with similar products (e.g., audience segmentation tool, left column with editing capabilities and right column with a mock preview, etc.) to incorporate our design patterns.
"Linh-Hoa and I worked closely together on a zero-to-one product strategy and design for several months. In that time she was laser focused on creating an experience that solved the needs of the customer while considering product and tech constraints holistically. I was very impressed with her organization and attention to detail on all things UIUX, specifically in delivering a completely greenfield 0-1 solution. That product went to market successfully and received high remarks from users for being significantly more user friendly than incumbent solutions and is gaining traction in its segment! She is a joy to work with and very talented."
-Zach Evans, Strategy, Financial Services at Capital One
"Linh-Hoa and I worked closely together on a zero-to-one product for several months with me as the engineer implementing her wonderful design. I was very impressed with her attention to detail and her ability to come up with creative solutions to deceptively difficult problems while still adhering to the overall application suite’s established design patterns. She was also very understanding of tech limitations when they came up and we were able to work together to address those issues while, again, adhering to established design patterns. That product went to market successfully and received high remarks from users for being significantly more user friendly than incumbent solutions and is gaining traction in its segment!
Overall, Linh-Hoa showed exceptional attention to detail and was able to communicate clearly how the design worked and should be implemented which all lead to her delivering customer value at the speed of quality. She is a joy to work with and very talented."
-Yinon Michaeli, Frontend Developer at Capital One
