Modernizing Marketing Campaigns
“What do you want to promote?” to a ready-to-edit campaign in just a few clicks, making marketing simpler for busy restaurants. | Popmenu 2025
Client:
Popmenu
Category:
Redesign, Gen AI
My Role:
Product Designer
I reimagined how restaurant owners could create and launch marketing campaigns across email, text, and social, regardless of their marketing experience.
Popmenu is a B2B/B2C SaaS product focused on restaurant marketing and offers an ordering platform supporting both sides of the dining experience:
Restaurants manage their website, menu, online ordering, marketing
restaurant customers get a better way to browse, order, and engage with menus
Where It Started
Popmenu's original campaigns were disparate and disjointed. Emails, text messages, and social posts were three separate channels that had no overlap, and could not be sent, scheduled, or monitered in the same place.
First Iteration
The existing “Create Campaign” flow focused on how users would build content (manual vs. automated), rather than what they wanted to communicate. We need to restructure the process around what the campaign is about.
Previously, marketing creation lived in disconnected silos. Emails, texts, and social posts were all separate tools that didn’t share content or analytics. This forced users to think in “channels,” rather than what they actually wanted to achieve.
I unified all marketing tools under a single concept of campaigns.
Now users can:
Create and monitor all content in one place
Use AI to quickly generate content ideas based on their menu and events
Some guiding principals for this project:
Progressive Disclosure
- Only show templates if the channel supports themGoal-Oriented Copy
- Replace “Create Campaign” with “What do you want to promote?”Respect for User Modes
- Novice users get guidance, and power users can skip ahead
From this iteration alone, we saw 26% more feature adoption in marketing, as validated through sent campaigns.
“I’m not a marketer. I just need something that looks good and gets sent.”
— Popmenu Client
Jason
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