WorkExpandi Product
Owned product design at Expandi, an outreach automation platform used by 20,000+ businesses.
Since moving from marketing to product in July 2025, I've owned design end to end, working day to day with the founders, product and engineering. I run the research, design the core flows, keep the design system and hand work off as coded prototypes. Eleven projects below, each on its own page, with what moved and what didn't.
- businesses on the platform
- 20,000+
- core product surfaces redesigned
- 5
- projects shipped or in build
- 11
OnboardingExpandi · 2026The brief said fewer steps. The funnel said fear. Thirteen steps became six, and card-step completion doubled.Open 
Campaign builderExpandi · 202618% of all support tickets came from one screen. The cause was one word meaning two things.Open 
AI agent connectionExpandi · 2026Letting Claude or ChatGPT act inside a sales account, with a setup an SDR can follow and consent nobody can fake.Open 
Purchased mailboxesExpandi · 2026One checkout for two things that bill differently, designed from a spec of rules about money.Open 
InboxExpandi · 2026Three inboxes in the brief, one component in the product, and a prototype instead of a wall of frames.Open 
Navigation and homeExpandi · 2026Team accounts used the team features less than solo users. The fix was navigation, not new features.Open 
Seats and billingExpandi · 2026Seat billing was wrong both ways: leaking revenue on upgrades, taking paid time on downgrades.Open 
Lead lists and importExpandi · 2026Fifty import tickets a week and a search people thought was broken. Neither was a bug.Open 
Shared templatesExpandi · 2026811 templates created, 93 reused. Making a good campaign portable turned a feature into a channel.Open 
Account limitsExpandi · 202678% of users were new and asked to set numbers they couldn't judge. A forecast replaced the guesswork.Open 
TagsExpandi · 2026One job built five different ways. One picker replaced them across six surfaces.Open
Also shipped
- Automation statusOne panel that says why a campaign isn't sending: account issues, campaign issues and failed tasks, each with its fix.Feb – Mar 2026
- Campaign creation flowStart from scratch or from a recommended flow, with a marketplace, saved templates and a lead-source step. Every flow now opens in the builder.Jan – Mar 2026
- Builder statisticsDay-by-day and per-step stats matched to the older campaign types, with a reply rate on every step.Jan – Feb 2026
- Notification emailsEvery account email on one base template with a clear next step: weekly digest, disconnect alert, invites and transactional. About 56% were already being opened.Jun – Aug 2026
- Duplicate leads"Duplicate contact" was the top customer-caused reason a campaign failed. Clearer rules and a way to resolve duplicates when they happen.Feb 2026
- AI personalisation limitsWhen the AI token limit pauses a campaign, the builder and the automation status say so, mark the steps that use AI and say what to do.Jun – Jul 2026
- Shared Signal CenterA team view of buying signals: lead table and sidebar, filters, grouping, export, and a shared campaign created straight from a selection.Nov 2025 – 2026
- ContentPosts as cards with their interactions, lists built from the people who engaged, and search by profile.Mar 2026
- Paid InMail and Sales NavigatorPaid InMail as a builder step with its own limits and stats, and Sales Navigator conversations answered from the Expandi inbox.Nov 2025 – 2026
- Attachments and videoFiles and video in inbox replies and in follow-up steps, with retention and expiry handled.2025 – 2026
- Table selectionRow selection that survives pagination, as one consistent behaviour in every table.Aug 2026
- Dark mode retiredRemoved dark mode from the product, so one theme gets all the attention.Apr 2026