Superreply
A DM automation platform that helps creators and small businesses manage conversations, build automated flows, and track engagement all from one intuitive dashboard.
Project type
Social SaaS platform
End-to-End User Experience
Timeline
4 Weeks
December 2023
Team
Anubhav ( Founder )
Apeksha Arun ( Co- Designer)
Tools
Figma
Adobe Suite
Miro
Overview
In mid-2024, I partnered with a returning client to design SuperReply, a platform to help creators and small businesses automate their Instagram DMs and boost engagement. The goal was to create a conversation-first, user-friendly tool that could rival global competitors while staying aligned with the needs of emerging digital entrepreneurs.
Over the course of several months, I led the UX design across research, ideation, and interface development. We focused on making automation feel approachable, enabling users to build DM flows, manage chats, and track engagement through a clean, intuitive dashboard. The result was a flexible yet accessible platform built for real business impact.
About the project
SuperReply is a DM automation tool tailored for creators and small businesses looking to grow their presence on Instagram. The platform enables users to build automated message flows, schedule targeted broadcasts, manage ongoing conversations, and track audience engagement all in one place. Designed with simplicity and flexibility in mind, SuperReply bridges the gap between business automation and human connection, making it easy for users to scale their outreach without losing the personal touch.
My role
I led the early product strategy and design direction for SuperReply, from defining user journeys and visual identity to creating low-fidelity wireframes and the marketing website. As the project grew, I collaborated on the core SaaS platform, working across the full design lifecycle, from high-fidelity prototypes to developer handoff, while ensuring consistency and usability across all touchpoints.
Who is the user?
To better understand how SuperReply could support our users, we gathered insights from three key personas: creators, solo marketers, and small business owners.
👩🎤 Creators
🛍️ Small Business Owners
📈 Solo Marketers
“I get so many DMs about the same thing”
“I miss DMs if I’m busy fulfilling orders.”
“I want it to look professional, not salesy.”
“I wish I could see how each flow is performing.”
“It’s exhausting replying to everyone manually.”
“I manage 4 accounts, I need to switch between them easily.”
“I want to set up automation once and reuse it across clients.”
“I usually use my phone for everything, even managing orders.”
“I want to automate stuff but still sound like me.”
“I’m not great with tools, I just want something that works.”
Kicked off the process by aligning with the client on product goals and vision
Jotted down all feature ideas, from long-term goals to immediate needs
Discussed and aligned on priorities for the first release
Grouped features by user goals: setup, automation, communication, engagement
Mapped and organized related actions to spot overlaps and define structure
Identified core features for the MVP, focused, valuable, and ready to launch
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Core Features & Functionality
Design System
When the client first approached me, one of the key asks was clear: “Make it feel like Instagram - light, colorful, and vibrant.” That became our starting point.
We aimed to design a visual language that felt instantly familiar to creators, yet distinct enough to stand on its own. The product needed to feel modern and expressive, without overwhelming users, especially those managing their businesses on the go.
Colour Palette
The chosen palette balances playful energy with simplicity. We combined soft pastels with bold highlight colors to reflect the vibrant tone of Instagram, while still maintaining usability and visual clarity across a light-themed interface.
Typography
Sharp Grotesk (Wide)
...for headlines and display, chosen for its confident, expressive personality.
SF Pro Display
...for in-product text highly readable, neutral, and optimized for UI design.
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Component Based Design
We started with a design system early on to ensure scalability and visual consistency as the product evolved. With new features being added in quick sprints, having a shared system of components allowed us to build faster, reduce rework, and create a cohesive experience across different screens and user flows. It became the foundation that helped align design, development, and branding all within one unified language.
Marketing site
We started by designing the marketing site first, which helped define the visual language, tone, and interaction style of the brand. This early foundation made it easier to transition into product design, giving us a clear sense of how colors, type, spacing, and interactions would behave across contexts.
