Product & portfolio work · Case study
Waymaker AI — lifecycle marketing
A Day 0/2/4/7 onboarding welcome series for new Waymaker signups, replacing a single outdated welcome email with four touchpoints that orient new users and drive them to the same milestones the product already gamifies — Builder DNA, a first project, and their first week of use.
Lifecycle Strategy · Email · Backend · Ashley Kays
01 / The context
The problem to work through.
A Day 0/2/4/7 onboarding welcome series for new Waymaker signups, replacing a single outdated welcome email with four touchpoints that orient new users and drive them to the same milestones the product already gamifies — Builder DNA, a first project, and their first week of use.
02 / The contribution
What went into the work.
- Fixed a live branding bug: the only existing welcome email said "Welcome to VisionStack" — replaced with real Waymaker AI copy and brand tokens
- Wrote and shipped 4 new email functions (Day 0/2/4/7) tied to real product milestones — Builder DNA, first project/mission, and the Cameron/Cowork surfaces
- Created the sequence and its 4 steps as a real record in the production drip-campaign system, in draft status pending enrollment-trigger review
- Reused the existing generic email-sequences engine rather than building new send infrastructure
03 / Documented work
What this example
demonstrates.
Four onboarding messages and a draft sequence were documented in the portfolio. Enrollment-trigger review was pending in that source; no live-send or retention lift is claimed.
Explore the source work
