Superreply
Designed the end-to-end MVP for an
automated social engagement platform.
Product design, Interaction design, Brand design, Prototyping
2024
Introduction
Context
SuperReply is a social media DM automation tool designed for creators, small businesses, and marketers who rely on Instagram for sales and engagement. It automates replies to comments and DMs, helping users stay responsive without the manual workload.
I led the end-to-end design of the MVP, creating a scalable brand system and a modular dashboard that balanced usability with personality. The product was fully designed, implemented, and launched within six weeks, generating revenue soon after release.
Team
Founder
Co - UX designer
Backend Team
Problem Space
Where was the gap?
Creators and small business owners rely on Instagram to drive visibility and sales. Yet as soon as a post gains traction, their comments and DMs quickly fill with repeated inquiries such as “link?”, “price?”, or “where can I buy this?”
Many struggle to respond consistently while managing day-to-day responsibilities, leading to missed messages and lost opportunities. Early feedback reinforced this challenge: users were overwhelmed by repetitive questions and needed a way to automate replies without compromising their personal tone.
Posts and reels attract strong audience activity.
High Engagement
Repetitive Inquiries
Operational Strain
Solution
Building a clear, scalable and focused MVP
We began by establishing the brand identity and marketing site to set the tone for the product and clearly communicate what SuperReply does. This helped define the voice, visual direction, and overall promise before moving into the actual interface. The product is a tool that lets users connect their Instagram account and set up automated DM replies based on comments, keywords, and interactions.
The MVP focused on what mattered most:
Connecting Instagram
account
Setting up keyword-based automation
Tracking replies & engagement
in a modular interface
Preview
User Groups
Creators
01
Individuals posting content regularly, often getting high engagement. They need quick, consistent replies to turn comments into conversions without sounding robotic.
Small Business
Owners
02
Marketers / Social
Media Managers
03
Structure
Information Architecture + Core Flows
To keep the MVP focused and easy to navigate, I structured the product around three essential actions: connecting an Instagram account, setting up automation, and tracking performance. The IA was designed to feel familiar to creators and small teams while still supporting future expansion.
Primary User Flow
Connect your
Instagram Account
Flow #1
Onboarding
A quick setup that connects the user’s Instagram account and brings them into a clean dashboard with everything ready to go.
Connect Instagram Account
Kept the flow minimal and trust-focused.
Clear permission steps to reduce drop-off.
Accessing the dashboard
The dashboard gives users a quick look at what’s happening on their Instagram. They can see recent activity, how their automations are performing, and which posts are getting the most engagement. It also keeps the “create automation” button easy to reach, so users can set up something new without digging around. The layout feels familiar, and similar to Instagram making it easy for anyone to jump in and understand what’s going on.
Hello, Alex!
alexhaha
Alex Lopez
288
posts
400k
followers
1,890
following
totally alien 🛸
untitled ent. TikTok & YouTube @alex123
Today
New Comments
100k
50,000
Engaged Comments
1560
76%
Total Contacts Created
35
100%
New Followers
-
Will be available on 23-01-2024
Workflow runs
Last 7 days
Total runs
11
50k
10k
1k
500
100
0
19 Aug
20 Aug
21 Aug
22 Aug
23 Aug
24 Aug
25 Aug
Dashboard
New Automation
The user profile is designed to resemble Instagram, creating an instant sense of familiarity and connection with the platform. It also helps users easily identify which account they are using, especially useful when managing multiple accounts.
Enables users to filter data and visualize impact within a chosen time frame.
Quick-create automation button is visible across all key screens for ease of access.
Flow #2
Automations templates
This page gives users a set of pre-made automation templates for common actions like replying to comments, DMs, or story interactions.
It’s an easy starting point, users can pick a template, customize the message, and launch an automation in just a few steps.
Creating an Automation
A guided, step-by-step flow that helps users pick a post, set triggers and keywords, and build personalized automated replies. Users can also use the pre existing templates already available on the platform.
Step #1
Enables users to filter data and visualize impact within a chosen time frame.
Displays the name of the automation flow being created. This allows quick editing of the automation name directly from the top bar.
Scroll through the feed and pick any post, reel, or story to attach an automation to.
Access automations created
After setting up an automation, users can view everything in one place. The table makes it easy to see what’s live, what’s paused, and how each automation is performing. They can edit, duplicate, or manage any flow without digging through different screens.
Brand Identity
Building the Brand from Scratch
Since this was an early-stage startup, I ended up wearing a lot of hats. Alongside the product design, I also handled the branding, designed the marketing site, and even created the social media posts. It was scrappy, fast, and honestly really fun to bring everything together into one cohesive vibe.
Impact
MVP Launched in
6 weeks
We shipped the full marketing site,
dashboard, and automation flow
in just six weeks.
Q1 Revenue
₹10,00,000+
The product started generating
revenue immediately, crossing 10 lakhs INR
within its first quarter of launching.
Supported
3 user groups
The MVP was designed to work
for creators, small businesses,
and solo marketers.
Key Learnings
What my very first UX project taught me
Start simple. The fastest way to ship an MVP is to strip the experience down to what actually matters.
Design system saves time. Building reusable components early helped speed up every iteration.
Brand and product need to speak the same language. Keeping both in sync made the whole experience feel more cohesive.
Working across roles builds perspective. Balancing product, brand, and marketing gave me a clearer sense of how all the pieces come together.
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Work with me.
© 2025 | Definitely not my first draft.