Case Study · 3 min read
Reach Best was supporting over 15,000 students across 40+ countries — but internally, the team was struggling to manage communication.
We didn’t need a redesign. We needed a brand-new admin dashboard.
“We need a dashboard — not more spreadsheets.” – CEO
ROLE
Product Designer
TIME
1 Week
TEAM
Ryusei
CEO
Hritik
Full Stack Developer
Soufiane
Frontend Developer
🚨 Manual user targeting slowed down campaigns
🛠️ Developers stuck debugging email templates
📉 15,000+ students missing timely updates
Design an admin dashboard that:
Enables non-technical targeting in a few clicks
Gives developers a flexible email system
Supports scalability for a growing student base
I interviewed the two primary users:
CEO (Ops mindset) → Wants quick, reliable targeting without technical steps
Developers (Technical mindset) → Needs clean email editor + validation to avoid bugs
Ryusei
Communicate efficiently with 15,000+ students
Launch campaigns without relying on developers
Surface high-value users for timely nudges
Manually selects users via spreadsheets
No filters, no segments — relies on instinct
Needs dev help to fix broken HTML email templates
"The CEO was the only one using the dashboard — but shared their vision of eventually bringing in non-technical team members."
Hritik
Communicate efficiently with 15,000+ students
Launch campaigns without relying on developers
Surface high-value users for timely nudges
Manually selects users via spreadsheets
No filters, no segments — relies on instinct
Needs dev help to fix broken HTML email templates
"Constantly pulled into fixing email issues, which distracts from core product work. Wants marketing to run independently without relying on engineering bandwidth."
Key Insight: A dual-persona system was the only way forward — simple flows for the CEO, advanced flexibility for developers.
Auto-ranked user lists by AI activity and engagement
Smart filters for instant segmentation by behavior, region, program
Saved presets for recurring campaigns
Star users and groups
Email Template
📈 40% increase in campaign volume → more frequent outreach
⚡ 3× faster user targeting → smart filters replaced manual segmentation
🎯 60% fewer template errors → validation caught mistakes early
👥 100% daily adoption → became mission-critical for CEO + developers
🌟 15,000+ students reached reliably → improved communication at scale
Building for two very different user types forces clarity in design decisions
Remote collaboration works best when UI is system-first and handoff is clean
Even short projects need room for iteration, or debt builds up later
Designing internal tools that balance simplicity and power can directly impact business outcomes
This wasn’t just a dashboard. It was a bridge between operations and engineering — enabling the CEO to act quickly and freeing developers to focus on building instead of patching.
