How can we reduce the time it takes for marketers to experiment with their ideas?

We transform ideas into
visual masterpieces.

A true partner for marketers //
Multi-level AI assistant for marketing engagement

A true partner for marketers //
Multi-level AI assistant for marketing engagement

A true partner for marketers //
Multi-level AI assistant for marketing engagement

Plotline | 2025

Plotline | 2025

Be it researching what ways to nudge users or creating marketing campaigns for millions of users at scale - marketers do it all. Currently, they orchestrate everything from creation to analysis manually but can AI be leveraged to make these flows more efficient?


How to make AI feel like a co-pilot, and not an auto-pilot mechanism while helping marketers?

Be it researching what ways to nudge users or creating marketing campaigns for millions of users at scale - marketers do it all. Currently, they orchestrate everything from creation to analysis manually but can AI be leveraged to make these flows more efficient?


How to make AI feel like a co-pilot, and not an auto-pilot mechanism while helping marketers?

Be it researching what ways to nudge users or creating marketing campaigns for millions of users at scale - marketers do it all. Currently, they orchestrate everything from creation to analysis manually but can AI be leveraged to make these flows more efficient?


How to make AI feel like a co-pilot, and not an auto-pilot mechanism while helping marketers?

Design ethos // Using AI in your worflows should feel like talking to a partner that helps rather than just magic taking pace

Design ethos // Using AI in your worflows should feel like talking to a partner that helps rather than just magic taking pace

CONTEXT

CONTEXT

What does Plotline do?

What does Plotline do?

What does Plotline do?

Plotline helps growth teams at consumer apps with onboarding, activation, adoption and retention use cases by letting them build elements like stories, in-line widgets, floating buttons, spotlights, quizzes, scratch cards and much more - without code. We have built a platform for marketers to enable them to nudge the right user at the right time to perform the intended action

PROBLEM

Our users knew what and whom to solve for, but were unsure of what'll work and why

Our users knew what and whom to solve for, but were unsure of what'll work and why

Our users knew what and whom to solve for, but were unsure of what'll work and why

My objective is to enable marketers across industries and scale to engage their users the best way they can. A major part of this is to make comprehensive campaigns that help the operators with tasks such as segmentation, nudge design and making sure every campaign has that unique flavour for which their brand is known for.

Marketers wanted to know in general what was working for which use cases in their industry

They wanted to get inspired and then create and launch experiments at lightning speed

They felt they need to convince all the stakeholders multiple number of times and building inspired campaigns could help

INITIAL DIRECTION

INITIAL DIRECTION

Do marketers need an assistant?

Do marketers need an assistant?

Do marketers need an assistant?

There are many roles that the marketers have to play to decide - what to send, who to send to, when to send and what to optimize. Thus we felt that building a system that can assist them wherever they needed - be it building a complete campaign or just generating text options - will be something that'll add actual value to their daily processes.

We wanted to understand at a deeper level how growth and marketing teams at consumer business ideate and launch experiments and how we can support them.

We wanted to understand at a deeper level how growth and marketing teams at consumer business ideate and launch experiments and how we can support them.

We wanted to understand at a deeper level how growth and marketing teams at consumer business ideate and launch experiments and how we can support them.

Understanding existing workflows, benchmarking, uncovering any latent aspirations

Primary research

Primary research

Primary research

I conducted interviews with leading consumer apps from across gaming, finance and e-commerce to understand the natural workflow of creating a campaign right from identifying the gap to solve, ascertaining the target audience and finally creating native looking UI elements and launching them.

Here are a few teams I interviewed among 20+ interviews and the key takeaways.

I conducted interviews with leading consumer apps from across gaming, finance and e-commerce to understand the natural workflow of creating a campaign right from identifying the gap to solve, ascertaining the target audience and finally creating native looking UI elements and launching them.

Here are a few teams I interviewed among 20+ interviews and the key takeaways.

I conducted interviews with leading consumer apps from across gaming, finance and e-commerce to understand the natural workflow of creating a campaign right from identifying the gap to solve, ascertaining the target audience and finally creating native looking UI elements and launching them.

Here are a few teams I interviewed among 20+ interviews and the key takeaways.

User interviews

User interviews

User interviews

To understand their challenges better, we started 1:1 semi-structured interviews which gave us insights into how the growth teams functioned across different organisations.

  • Describe a day in your life as a growth/product manager.

  • Can you walk us through your process of launching a campaign? (conceptualising, configuring and analysing)

  • What are the building blocks of a campaign? How do you formulate them?

  • What would be your ideal experience of improving growth metrics for your users?

  • How can Plotline help you further?

  • What would be some of your future use cases - single/multi channel?

To understand their challenges better, we started 1:1 semi-structured interviews which gave us insights into how the growth teams functioned across different organisations.

  • Describe a day in your life as a growth/product manager.

  • Can you walk us through your process of launching a campaign? (conceptualising, configuring and analysing)

  • What are the building blocks of a campaign? How do you formulate them?

  • What would be your ideal experience of improving growth metrics for your users?

  • How can Plotline help you further?

  • What would be some of your future use cases - single/multi channel?

To understand their challenges better, we started 1:1 semi-structured interviews which gave us insights into how the growth teams functioned across different organisations.

  • Describe a day in your life as a growth/product manager.

  • Can you walk us through your process of launching a campaign? (conceptualising, configuring and analysing)

  • What are the building blocks of a campaign? How do you formulate them?

  • What would be your ideal experience of improving growth metrics for your users?

  • How can Plotline help you further?

  • What would be some of your future use cases - single/multi channel?

Key findings from interviews

Key findings from interviews

Key findings from interviews

Marketers think about

  • Which nudge would work for whom?

  • How do I ensure that my users have a smooth experience and are not disturbed with nudges?


  • Which nudge would work for whom?

  • How do I ensure that my users have a smooth experience and are not disturbed with nudges?


What are they confident about

  • Every organisation was sure of what cohorts of users to target.

  • This along with the goal metrics were almost frozen because other stakeholders are also involved

  • Every organisation was sure of what cohorts of users to target.

  • This along with the goal metrics were almost frozen because other stakeholders are also involved

Their biggest frustrations

  • They don't get enough time to iterate and come up with creative solutions to their problems

  • Have little or no time left for research on current market trends and rely on historical approach

  • They don't get enough time to iterate and come up with creative solutions to their problems

  • Have little or no time left for research on current market trends and rely on historical approach

Their ideal experience

  • Brand-safe results that I can experiment with quickly

  • A tool which lets them know what could help them understand what is working and for whom

  • Brand-safe results that I can experiment with quickly

  • A tool which lets them know what could help them understand what is working and for whom

What problems to pick

What problems to pick

What problems to pick

When taking on a workflow improvement for the core product, it helps to organise all the findings into problems and challenges which leads to insights and constraints. New ideas and opportunities are distilled from these groups as a direct result of the research process.

When taking on a workflow improvement for the core product, it helps to organise all the findings into problems and challenges which leads to insights and constraints. New ideas and opportunities are distilled from these groups as a direct result of the research process.

When taking on a workflow improvement for the core product, it helps to organise all the findings into problems and challenges which leads to insights and constraints. New ideas and opportunities are distilled from these groups as a direct result of the research process.

How might we

How might we

How might we

Build trust in our recommendations

Giving the controls to marketers to align the recommendation model to their expectations and brand

Giving the controls to marketers to align the recommendation model to their expectations and brand

Give quick and localised ideas wherever needed

Research showed that marketers seek inspiration or recommendation at different levels - sometimes it could just be ideating on the copy used one of their campaigns or just getting to know the right time to send

Research showed that marketers seek inspiration or recommendation at different levels - sometimes it could just be ideating on the copy used one of their campaigns or just getting to know the right time to send

Give comprehensive and global recommendations too

Marketers sometimes also wanted to get recommendations based on just a use case. In these explorative scenarios we have to assist them in ideating new ideas

Marketers sometimes also wanted to get recommendations based on just a use case. In these explorative scenarios we have to assist them in ideating new ideas

Building trust in our recommendations

Building trust in our recommendations

Building trust in our recommendations

“We don’t want to generate content through Gen AI and sound like everybody else. Niyo is a young fintech brand and we communicate that in every message”

“We don’t want to generate content through Gen AI and sound like everybody else. Niyo is a young fintech brand and we communicate that in every message”

“We don’t want to generate content through Gen AI and sound like everybody else. Niyo is a young fintech brand and we communicate that in every message”

Aditya Bhatt

Aditya Bhatt

Growth team, Niyo

Growth team, Niyo

Ensuring every campaign recommendation is tailored to your brand

To build trust, it was essential to let the marketers feel that their brand voice is being captured in every campaign suggestion Plotline AI gives. Along with this, a concept of general brand traits was introduced to give the text recommendations their brand's unique flavour . This ensures that every campaign is tailor-made to your brand.

To build trust, it was essential to let the marketers feel that their brand voice is being captured in every campaign suggestion Plotline AI gives. Along with this, a concept of general brand traits was introduced to give the text recommendations their brand's unique flavour . This ensures that every campaign is tailor-made to your brand.

To build trust, it was essential to let the marketers feel that their brand voice is being captured in every campaign suggestion Plotline AI gives. Along with this, a concept of general brand traits was introduced to give the text recommendations their brand's unique flavour . This ensures that every campaign is tailor-made to your brand.

By developing a concept of 'Brand traits' all the recommendations are highly tailored to your unique brand voice, thus helping build trust with marketers.

Give quick and local ideas wherever needed

Give quick and local ideas wherever needed

Give quick and local ideas wherever needed

“Most of the times I feel it’s trial & error in ensuring we reach the right audience, with the right content at the right time. I want to get suggestions that will give results for my users”

“Most of the times I feel it’s trial & error in ensuring we reach the right audience, with the right content at the right time. I want to get suggestions that will give results for my users”

“Most of the times I feel it’s trial & error in ensuring we reach the right audience, with the right content at the right time. I want to get suggestions that will give results for my users”

Utkarsh Garg

Utkarsh Garg

Head of Growth, Jar

Head of Growth, Jar

Text specific recommendations

Every text input block while creating campaigns gives you the option to 'Ideate with PlotlineAI'. Subtle UX decisions such as using Ideate in place of Get suggestions or Ask Plotline AI are intended to make the marketer feel that is a collaborative space, and not where answers appear out of magic.

Every text input block while creating campaigns gives you the option to 'Ideate with PlotlineAI'. Subtle UX decisions such as using Ideate in place of Get suggestions or Ask Plotline AI are intended to make the marketer feel that is a collaborative space, and not where answers appear out of magic.

Every text input block while creating campaigns gives you the option to 'Ideate with PlotlineAI'. Subtle UX decisions such as using Ideate in place of Get suggestions or Ask Plotline AI are intended to make the marketer feel that is a collaborative space, and not where answers appear out of magic.

Scheduling recommendations

Scheduling or setting when these campaigns will be delivered to the end users can have a lot of difference in impact. If we nudge the user in the right context, then only chances of conversion are maximised. Thus, based on the audience and goal criteria, we built a system to recommend the 'right time to send'.

Scheduling or setting when these campaigns will be delivered to the end users can have a lot of difference in impact. If we nudge the user in the right context, then only chances of conversion are maximised. Thus, based on the audience and goal criteria, we built a system to recommend the 'right time to send'.

Scheduling or setting when these campaigns will be delivered to the end users can have a lot of difference in impact. If we nudge the user in the right context, then only chances of conversion are maximised. Thus, based on the audience and goal criteria, we built a system to recommend the 'right time to send'.

Generic inspiration - 'Recipes'

To solve for the cases when marketers know what goals they want to achieve by targeting a specific cohort, we came up with the concept of recipes. We cross-referenced the industries and use-cases for a collection of inspiration campaigns.

To solve for the cases when marketers know what goals they want to achieve by targeting a specific cohort, we came up with the concept of recipes. We cross-referenced the industries and use-cases for a collection of inspiration campaigns.

To solve for the cases when marketers know what goals they want to achieve by targeting a specific cohort, we came up with the concept of recipes. We cross-referenced the industries and use-cases for a collection of inspiration campaigns.

With 'Recipes (inspiration gallery)', marketers could launch 1 click campaigns with a majority of UI element selection, content and styling already taken care of!

Comprehensive global recommendations for building campaigns from scratch at hyper-speed

Comprehensive global recommendations for building campaigns from scratch at hyper-speed

Comprehensive global recommendations for building campaigns from scratch at hyper-speed

“Sometimes I feel that quick ideations can not only help us align internally faster on what to launch but also enable us to experiment more. I get a lot of generic references online but it takes time to contextualise and decide whether they would work for my users ”

“Sometimes I feel that quick ideations can not only help us align internally faster on what to launch but also enable us to experiment more. I get a lot of generic references online but it takes time to contextualise and decide whether they would work for my users ”

“Sometimes I feel that quick ideations can not only help us align internally faster on what to launch but also enable us to experiment more. I get a lot of generic references online but it takes time to contextualise and decide whether they would work for my users ”

SANSKRUTI SHARMA

SANSKRUTI SHARMA

Monetisation , Khatabook

Monetisation , Khatabook

How it works

Here’s a snapshot of how the system works. Plotline AI sequentially builds full campaign recommendation for your particular use case and cohort of users as follows

Here’s a snapshot of how the system works. Plotline AI sequentially builds full campaign recommendation for your particular use case and cohort of users as follows

Here’s a snapshot of how the system works. Plotline AI sequentially builds full campaign recommendation for your particular use case and cohort of users as follows

Step 1 - Some quick options like creating a campaign, a feedback survey or an instagram-like story are given to the user

Step 2 - Marketer shares the use case they want to solve

Step 3 - Ideas are generated based on the use case and channels that have worked for this group of users before

Thus, by generating contextual recommendations from scratch helps marketers ideate, iterate and launch experiments faster and in a more precise manner.

Many parts of this project are not revealed here, I'll be happy to go over the complete process and results over a call