Everlytic Next: product redesign
The ground-up redesign of a five-channel marketing-automation platform: information architecture, a scalable design system, onboarding and Design QA.
Designed at Everlytic as part of the product design team. Shown here as selected previous work, not as a Thing King project.
The thing
Everlytic sends email, SMS, WhatsApp and push, runs automation and forms, and handles transactional messaging and reporting. A genuinely capable platform that had grown for more than a decade, faster than its interface could keep up.
The problem
Not a missing-feature problem. A wayfinding and consistency problem.
What had to change
Most of what frustrated people was not a missing feature. It was not knowing where things lived, and finding that the same action behaved a little differently depending on where they had landed. Every module had its own dialect, the navigation had accreted rather than been designed, and new users were left to figure the product out.
The thinking
Architecture first, then system, then surface.
Architecture first, then system, then surface. Redrawing screens before fixing the structure underneath only repaints the confusion. The information architecture was redrawn around how marketers actually organise their work, so learning one area teaches you the next.
The make
A system of 60-plus components, built for engineering.
A design system of more than 60 reusable components built for engineering to build against directly. A guided first-run path instead of a product that waits to be decoded. Feature design for campaigns, automation, forms, domains, roles and split testing on shared patterns, with the most technical flows reworked into plain-language steps and honest empty states.
The result
Consistency is now the path of least resistance: new features inherit shared patterns instead of inventing their own, which makes them faster to build and easier to learn. A structured soft-launch QA process, run with engineering, has caught serious issues before customers did. The work was recognised internally as an ACA 2026 Platform Pioneer.
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