Boulevard Text Campaigns

Problem

Boulevard is a platform for salons and spas. They had email but no text campaigns — despite owners already having client numbers. Text was their highest-performing untapped channel. I shipped Campaigns to close the gap, then explored what an AI-first version could look like.

The shipped product

A campaign builder with audience presets, a live phone preview, and revenue attribution per send. Top voted feature request, top reason for lost sales, top-3 churn driver. Shipping it eliminated all three.

Design system

Anything reusable got contributed back — date pickers, filter chips, message previews. The date range picker didn't exist before this project.

The vision: AI-first marketing

The builder assumed owners knew what to say, who to target, and when to send. Most didn't. That's the actual problem.

Stage 1 — Write it for me

Session recordings showed a clear pattern: open composer, pause, abandon. The blank field made every owner a copywriter. An AI draft seeded from their services and promotions fixed that — they adjusted a word or two and moved on.

Stage 2 — Just tell me what you want

Collapse the builder into a chat. "Send something to clients who haven't been in since the holidays — 15% off a blowout." The model builds the audience, drafts the message, proposes a send time. You confirm or adjust. The owner stays in control.

The campaign builds in real time — filters populate, the message drafts, a send time appears. Each step surfaces as it's decided so you can course-correct before anything goes out.

Conclusion

Text Campaigns closed deals, reduced churn, and moved the bottom line. Above all, it helped spas and salons grow — through effective marketing, right from their admin.