Enterprise UX: an award-winning design system in marketing automation

Adding form to function

European software company Selligent had a solid user base for their dual Campaign and Engagement Sphere marketing automation platforms, but they knew they could do better.

They were facing mounting pressure from their competitors, and although their solutions were loaded with industry-leading features, from a UI design standpoint they weren’t keeping pace with the times.

What was needed was a comprehensive UX update to merge the two products and enable a host of new features, along with a complete overhaul of the visual UI to bring the platform up to date with trends in contemporary enterprise application design.

Redesigned Interface
Redesigned Interface

Total transparency vs. the big reveal

We evolved the design system over the course of a series of iterative 1-week design sprints in constant collaboration with Selligent’s team in Belgium. Because they had visibility into the developing system throughout the process, the final delivery was more of a last confirmation of a few details than a big release. This meant their team was able to begin their work while design was still in progress and refine as the details became more finalized.


Selligent’s team built out and launched the fully redesigned platform on time, and they were recently named Best B2C Marketing Automation Platform, 2018 by the MarTech Breakthrough awards, putting them in the company of brands like Marketo, MailChimp and HubSpot.

I’m very pleased with the approach that Fell swoop has taken. They’ve hit just the right balance of action vs. analysis, and consultation vs. independent creation.

Nick Worth Chief Marketing Officer

Services Included

  • Clarity Lab
  • Information Architecture
  • Interaction Design
  • UX Design
  • Usability Testing
  • Visual Design
  • Prototyping
  • Production

Back to Work

Like what you see? We should meet.