Designing a customer lifecycle communication strategy for TribeScale (B2B SaaS)
Challenge
TribeScale was a web and mobile-based team management platform designed for team alignment and communication.
Users were signing up to TribeScale, but many struggled to take the right next steps.
User communication across email and in-app messages needed to better support activation, feature adoption and retention.
Solution
I designed a customer lifecycle communication strategy personalized for different types of users and their journey progress.
Combining in-app messages and emails, each type of message was triggered by timing, user actions, and registration type, focusing on a single clear goal.
Results
The new strategy clarified next steps for users at each stage, supported Customer Success efforts, and created a more consistent and scalable communication experience across the platform.
The project
Project team
Alexis Roqué – Product Owner
Josean Muñoz – Marketing Manager
Hana Gausfain – UX Design & Customer Success
First contact: Welcome e-mail
TribeScale was a SaaS web and mobile-based team management platform experiencing challenges in user activation and retention.
To improve the metrics, I defined an onboarding communication strategy combining in-app messages and email campaigns.
Communications were triggered based on time after sign-up, key milestones, and user role (whether users joined directly as managers or via invitation).
The welcome email primarily focused on providing all the essential information users might need for future reference.
Since TribeScale had a certain level of complexity, we decided to avoid feature overload and not push for conversion.
Instead, we focused on helping users get oriented and offer personalized help: for managers, the email proposed a free demo with the Customer Success team.
The email was designed around a single main action, keeping the message clear and easy to scan.
First key action: Inviting the team
Invitations to team members were essential for the user activation step for TribeScale.
To support this, I designed a dedicated email 1 day after the welcome email, encouraging users to send invitations as soon as possible.
I used a short storytelling introduction inspired by Lao Tzu to lower the barrier to action, along with a three-step, visual gamified structure to reinforce progress.
The intention was to reframe sending invitations as a small, manageable first action rather than a big commitment.
The CTA was explicit and action-oriented.
We also wanted to avoid users waiting for their colleagues before taking any other action. That’s why I also included two additional secondary actions they could take in parallel: resending the invitation and asking for help.
The goal was to keep the user moving, without increasing cognitive load.
Supporting continued use: Introducing advanced features
For activated users, we introduced an educational email series focused on more advanced features, with the aim of increasing long-term engagement.
One of the most critical ones for TribeScale was to encourage goal creation and reporting, since we wanted to become a strategic tool for high-achieving teams.
In the example shown, the email walks users through the process of creating team goals, breaking it down into clear steps and linking to a related blog article for inspiration.
This helped users understand both how the feature worked and how it could be applied in a real team context.
Introducing a new feature: Organisation-level dashboard
When the organization-level dashboard was introduced, some team managers were not aware that their existing teams (“Tribes”) needed to be transferred.
To make sure the message was understood, I designed both in-app and email communications explaining the change, supported by a short GIF.
The message was targeted only to relevant users and focused on explaining what action was needed, without additional distractions.
The general tone was educational and was focused on generating interest without pushing for conversion.
Asking for feedback: User survey
Understanding how users experienced the product over time was key for the product team.
I designed and sent a short survey to both free and paying users, combining in-app messages and email to reach users in context and increase participation.
We also added a small incentive to encourage responses and avoid hearing only from the most engaged users.
The insights collected informed later product and communication improvements.
Client feedback
Próximos pasos
Basándonos en el éxito del rediseño, ahora estamos explorando la posibilidad de agregar información impulsada por inteligencia artificial para brindar recomendaciones financieras personalizadas y mejorar aún más la experiencia del usuario.
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