Outreach Bot Feature Design
0→1 feature for TikTok Shop campaigns · Simplifying and automating creator outreach
Scaling TikTok campaign outreach in a team drowning in fragmented tools
As the sole designer at Outlandish, a TikTok marketing agency, I led the design of a centralized CRM to simplify and automate creator outreach for TikTok Shop campaigns.
🎯 Project Goals
• Replace fragmented tools with one centralized workflow
• Let campaign managers run discovery, outreach, follow-ups, and tracking in one place
• Lower adoption barriers and drive faster onboarding through simplicity and automation
• Increase internal efficiency while laying the foundation for future B2B SaaS scalability
🧑💻 Role
Sole designer, collaborated with 1 PM and 3 engineers while owning UX/UI end-to-end
👥 For
Campaign managers and brand teams running TikTok Shop campaigns
Scattered tools made it nearly impossible to follow up or track campaign progress
Managing 100+ TikTok Shop campaigns with fragmented tools made outreach messy and hard to scale. Teams struggled to track creator responses, follow up on time, and generate reliable insights.
Workarounds We Relied On
Dami
Mass outreach (bulk send, but poor tracking)
TikTok DM
Manual follow-ups only
IN
Internal Tool
Limited status tracking, no integration
🚨 User Challenge
Team jumped between Dami, TikTok Seller Center, and internal tools — nothing was centralized.
Follow-ups were manual and hard to track, often leading to dropped leads.
Scattered tools made it difficult to build internal data or insights.
Every day I open TikTok DM, there are hundreds of unreplied messages. It feels impossible to catch up.
— Kenisha, Campaign Manager
Campaign managers overwhelmed by manual outreach and repetitive tracking
Managing 100+ TikTok Shop campaigns with fragmented tools made outreach messy and hard to scale. Teams struggled to track creator responses, follow up on time, and generate reliable insights.
Campaign Manager
at Outlandish
Devices:
Desktop first
Work Context
Runs 5–10 campaigns simultaneously
Coordinates with brands, creators, and internal team
Reports campaign performance on a weekly basis
Goals
Streamline creator outreach and follow-ups in one place
Automate repetitive tasks to save time
Gain visibility across all campaigns in real time
Frustrations
Scattered tools and disconnected workflows
Missed follow-ups due to manual tracking
No single dashboard to track campaign progress
A centralized outreach bot that automates follow-ups and brings clarity to campaign management
We built a centralized Outreach Bot Builder to streamline TikTok campaign workflows, from bulk outreach to automated follow-ups. Originally designed for internal use, it’s structured to scale as a B2B SaaS product.
Reducing complexity through guided flows and automation-first UI
Step-by-step wizard setup reduced cognitive load, automation triggers minimized repetitive errors, and UI patterns were optimized for reliable execution under constraints.
Here's why:
Built fast but not fancy, balancing speed, UX flexibility, and platform compliance
PHP Filament limited visual customization but enabled quick delivery; TikTok API compliance ensured stability at the cost of UX freedom.
PHP Filament UI Only
Fast to build, but limited in visual polish and customization
TikTok Logic Compliance
Ensured stability and integration, but reduced UX flexibility
Here are the trade-offs we had to make:
1. Speed vs. Visual Polish
Chose speed for rapid delivery with PHP Filament, trading off advanced UI polish.
2. Compliance vs. UX Freedom
Prioritized compliance to ensure platform stability, sacrificing some UX flexibility.
3. Short-term Agility vs. Long-term Scalability
Chose short-term agility to ship fast, gather feedback, and iterate quickly before scaling.
Simplifying campaign automation into a clear, step-by-step builder
The guided “Create Bot” flow eased cognitive load, standardized automation triggers, and streamlined large-scale creator management.
🔄 Create New Bot Flow
UX focus - Step 4: building user trust in automation through clarity and control
This step established a logic-driven UX foundation designed for scalability and future AI integration. The design prioritized transparent automation setup, real-time previews, and quick edits to give users confidence in rule-based workflows.
❌ User Challenge
Users needed to respond to creator actions quickly
Unclear which follow-up logic was applied or available
Couldn’t preview or edit logic once applied
✅ UX Solution
Preset triggers for quick, low-effort setup
Live preview of configured automation logic
Transparent view of applied rules in side panel
One-click inline edit or delete options
Follow-Up Setup Flow
Follow-Up Setup UX Highlights
Preset triggers as buttons
→ One-click setup using most common triggers to save time
Trigger guidance in empty state
→ Educates users on how automation flows work
Undo on first click
→ Gives users confidence when applying triggers quickly
Live preview & inline editing
→ Preview triggers and messages, and make quick inline edits
Creating visibility and motivation through adaptive data design
The dashboard guides users from awareness to action by bringing system data, onboarding cues, and campaign insights together in one view that clearly shows progress and next steps.
Account & Plan Overview
Provides immediate visibility into subscription status and key account actions (e.g., Manage Subscription, Connect TikTok Shop)
Guided Onboarding Area
Offers contextual CTAs and help links that guide users toward activation or plan upgrade
3. Messaging Activity Overview
Real-time metrics showing outreach and automated response performance
Campaign & Sales Overview
High-level insights into active campaigns, creator reach, and conversion performance
Designing a system ready for future AI integration
Built the outreach system with AI adaptability in mind, ensuring that future automation or LLM-driven features could integrate seamlessly without changing the core UX. This section highlights how the structure was designed to scale rather than to predict every AI capability.
⚙️ Foundation for AI Scalability
Structured the UX to anticipate AI features through:
• Trigger UI adaptable to AI-based suggestions (e.g., smart defaults, ranking)
• Modular message editor for dynamic, AI-generated templates
• Transparent control to maintain trust as automation evolves
Turning complexity into clarity and trust
Early usability testing revealed key insights that directly shaped my approach to future design work, showing how clarity, onboarding, and reliability drive sustained adoption.
Key Learnings
1. Visual clarity drives adoption
A backend-like UI (PHP Filament) created a perception of complexity. Even before trying, some managers hesitated — showing how critical first impressions are in design.
2. Onboarding lowers barriers
Managers who made it past the initial setup reported strong benefits, but many never reached that point. Clear onboarding is essential to convert first-time users into active ones.
3. Reliability builds trust
Early functional bugs (e.g. broken search filters) quickly reduced confidence. Stability is just as important as usability when introducing a new tool.
🎉 You’ve reached the end
