HabitNu is a health-tech company that partners with insurers and healthcare providers to help individuals manage chronic diseases through lifestyle changes.

HabitNu’s marketing team relied on scattered spreadsheets and manual tracking to manage campaigns across SMS, email, and IVR. This process was time-consuming, prone to errors, and lacked visibility into performance.

I designed a centralised, intuitive, and data-driven tool that helped the team:

Optimize budget allocation with data-backed recommendations

Through discussions with HabitNu’s marketing team, I identified key pain points:

Inefficient Workflow – Setting up campaigns required multiple disconnected tools.

No Performance Visibility – Marketers couldn’t track conversion rates or engagement trends.

Budget Inefficiencies – Money was often spent on underperforming channels without clear insights.

The challenge was to create a structured system that streamlined campaign setup, provided real-time tracking, and enabled smarter decision-making.

I designed a structured step-by-step process that guided users through campaign setup without overwhelming them.

A guided, modular flow to ensure consistency.

Auto-saving drafts, so users could exit and return anytime.

Excel-based contact upload with automated field mapping.

Flexible channel configuration for SMS, IVR, and Email, allowing users to set content, response actions, and scheduling.

After a campaign is created, it appears in the campaign list screen, where marketers can track and manage active, paused, or completed campaigns.

Campaign Status Filters – Active, paused, drafts, and completed campaigns for easy navigation.

Performance at a Glance – Quick metrics such as conversion rate and enrolment numbers.

Health Indicators – Status labels like "Good," "Needs Attention," or "At Risk" to highlight performance.

Quick Actions – Edit, pause, or delete campaigns without navigating into each campaign.

This screen serves as a bridge between campaign creation and performance tracking, ensuring marketers can take immediate action.

Once campaigns were live, marketers needed a single dashboard to track key metrics.

Real-time insights on conversions, ROI, and engagement trends.

Performance trends graph to visualize response rates over time.

Channel comparison to measure the effectiveness of SMS, IVR, and Email.

Budget allocation breakdown to see how funds were distributed and used.

Highlighted underperforming campaigns to identify areas needing improvement.

4. Optimised Budget Allocation &amp; Campaign Insights

To help HabitNu’s team make smarter spending decisions, I designed features that:

Suggested budget distribution based on past performance.

Provided conversion tracking per channel for better spending decisions.

Gave automated recommendations on shifting budgets for higher ROI.

✅ 50% faster campaign setup due to a structured workflow.

✅ +21% increase in conversions from better data-driven decisions.

✅ Optimised budget allocation reduced wasted spend.

✅ Easier performance tracking led to quicker decision-making.

Automation reduces errors – Field mapping for contact uploads minimized manual mistakes.

Data visualization is key – A well-designed dashboard enabled quicker decision-making.

User-Centered Design Matters – Focusing on real marketing team pain points led to features that simplified their workflow.

🔹 AI-powered recommendations for budget and engagement optimisation.

🔹 A/B testing for messaging to identify the most effective outreach.

🔹 Automated alerts for underperforming campaigns.

This project transformed HabitNu’s marketing workflow from a fragmented, manual process into a streamlined, data-driven system. By simplifying campaign creation and providing real-time insights, we enabled faster decision-making, better budget allocation, and a 21% boost in enrolments. 

This case study reinforces the importance of user-centered design in solving real business challenges, and there’s still room for further optimisation with AI-powered insights and A/B testing in future iterations.

Designed a marketing tool for HabitNu, cutting campaign setup time by 50% and boosting enrolments by 21% through a streamlined, data-driven approach.

4. Optimised Budget Allocation & Campaign Insights

Boosting Enrolment by 21% by Simplifying Marketing Campaign Management at HabitNu

Recruiters on Hirexl need an efficient way to manage and evaluate job applicants. The current process of reviewing applicants' information is cumbersome and lacks organisation, leading to inefficiencies and missed opportunities for finding the best candidates.

Design a comprehensive applicant page that opens when a recruiter clicks on an individual from the applicant list. This page should streamline the recruiter's workflow by clearly presenting all necessary information and tasks related to the applicant.

This screen shows all the candidates for the selected job, with the number of candidates at each stage of the hiring process.

The recruiter can view all the details of the candidate on this page.

The top profile card shows all the important details the recruiter would need at every stage of the hiring process.

The Recruiter can switch between tabs below the profile card to view and note all the needed feedback throughout the process

The recruiter can record all the necessary details on interacting with the candidate at each hiring stage from the ‘Candidate discussion’ tab.

If they feel that the candidate is the right fit they can click on the schedule button to schedule an interview with the panelists. The idea is to open a pop up on clicking on the schedule button.

Here in the top panel the recruiter can view all the important details like contact, experience and the availability in one place.

They can move the candidate to the next stage of the hiring process, edit the details or archive the candidate as well.

At the end of the candidate card I have added the name of the recruiter in charge of this candidate’s hiring process.

Here the primary button is schedule as after the screening stage the action the recruiter has to take is to schedule an interview or archive the candidate.

By clicking on the dropdown the recruiter can update the hiring stage of the candidate which is later reflected in the activity panel.

A comprehensive applicant page that opens when a recruiter clicks on an individual from the applicant list. 

From Application Overload to Seamless Hiring: Designing an Efficient Applicant Management System for Hirexl

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