01 · The Problem
A funnel built on manual effort
and WhatsApp groups
marketfeed ran a weekly product pitch live workshop — a key acquisition channel designed to take new users from curiosity to conversion. But the mechanics behind it were entirely manual.
Every registered user had to join a WhatsApp group to receive workshop reminders, the session link, follow-up nurturing messages, and the interest form. This created a hard dependency: if a user didn't join the group, they missed everything — the reminder, the link, the follow-up. A lead that registered but didn't join the WhatsApp group was essentially lost.
Meanwhile, 2–3 ops team members spent significant time each week manually managing this: adding users, sending messages, sharing workshop links, posting form links, and handling follow-ups. And even registered users in the group only got group messages — no personalised communication, no email touchpoints.
The core failure: The entire acquisition funnel was gated behind a WhatsApp group join — a single point of failure that silently dropped a significant portion of every week's registrants before the workshop even began.
02 · My Role
Lead designer, end-to-end
This was a self-initiated project — I identified the problem through user calls and funnel data analysis, proposed the solution, and led it to completion. I worked cross-functionally with the PM, marketing team, and engineers.
Email & WhatsApp message design (copy + layout)
Thumbnail design for each message type
CRM workflow & journey implementation in Freshsales
End-to-end testing & iteration
Product Manager
Marketing Team
Engineering Team
03 · Discovery & Research
User calls and funnel data
told a clear story
Discovery started with a question I was asking repeatedly on user calls: "Why did you miss the workshop after registering?" The answers fell into clear patterns — users forgot, never saw the WhatsApp group invite, or were overwhelmed by group notifications and muted it.
I then pulled historical data from past workshop cycles and mapped the drop-off at each funnel stage: registration → WhatsApp group join → workshop attendance → interest form → activation. The data confirmed what the user calls suggested — each transition was leaking significant volume, and almost all of it was preventable with better communication design.
Key research insight: The WhatsApp group was a bottleneck masquerading as a communication channel. Users who registered had already shown intent — the group requirement was killing momentum right at the point of highest motivation.
04 · The Solution
A full CRM journey replacing
the WhatsApp group entirely
The solution was to remove the WhatsApp group completely and replace it with an automated, multi-channel CRM journey in Freshsales — triggered at registration and branching based on user behaviour at each stage.
Every communication that previously required ops team effort was mapped into a structured journey: registration confirmation, pre-workshop reminders, the live workshop link, interest form nudges, post-workshop follow-ups, and activation messaging — all automated, all personalised, all delivered directly to the user via WhatsApp messages + email without requiring any group join.
The complete flow chart maps every user path, CRM trigger, and message touchpoint across both the live and recorded demo journeys:
For each touchpoint I designed a branded thumbnail card — keeping the visual identity consistent across every WhatsApp and email, making messages instantly recognisable in a busy inbox.
A key addition beyond the brief: I designed a separate journey for users who missed the live workshop — automatically sending them the recorded video, keeping them in the funnel rather than losing them permanently. I also added a post-workshop feedback form to continuously gather user insights for improving the experience.
05 · Process & Iterations
One month. Two iterations.
Ship, test, refine.
06 · Outcomes
Every funnel metric improved
Across all measured funnel stages — registration to group join, attendance, interest form completion, and activation — the new CRM-driven journey outperformed the WhatsApp group method. The most significant gains were at the top of the funnel where the group-join barrier had been the biggest source of lead loss.
07 · Learnings