SuperReply
Designing the end-to-end MVP for an
automated social engagement platform.
Designed the end-to-end MVP for an automated social engagement platform.
Product design, Interaction design, Brand design, Prototyping
Product design, Interaction design,
Brand design, Prototyping
2024
Introduction
What is SuperReply?
Context
What is SuperReply?
A platform that helps manage and automate responses to Instagram comments and messages at scale
Built for people who run businesses or promote products on Instagram.
It is a platform that helps manage and automate responses to Instagram comments and messages at scale
Built for people who run businesses or promote products on Instagram.
My Role
My Role
Founding Product Designer (and everything design)
0 → 1, end-to-end
Founding Product Designer (and everything design)
0 → 1, end-to-end
Timeline
Timeline
6 weeks for the MVP
6 weeks for the MVP
Quick
TL;DR
Problem
Problem
High engagement was creating
a manual bottleneck
High engagement was creating
a manual bottleneck
Instagram creators and small businesses were spending 2–4 hours daily replying to the same questions, pricing, links, availability. Missing even a fraction meant losing leads. Existing tools were too rigid or too technical. Users didn't want full automation. They wanted control over their own logic.
Instagram creators and small businesses were spending 2–4 hours daily replying to the same questions, pricing, links, availability. Missing even a fraction meant losing leads. Existing tools were too rigid or too technical. Users didn't want full automation. They wanted control over their own logic.
Solution
Solution
Building a clear, scalable and focused MVP for non-technical users
Building a clear, scalable and focused MVP for non-technical users
The product lets users connect Instagram and set up automated DM replies triggered by comments, keywords, and interactions.
Four decisions shaped the MVP:
Reduced blank slate anxiety with goal-based templates
Lowered setup friction into 5 guided steps, live in under 10 minutes
Kept CJUs persistent so the next action was always obvious
Built a dashboard with visibility without overwhelm, only what mattered, nothing extra
The product lets users connect Instagram and set up automated DM replies triggered by comments, keywords, and interactions.
Four decisions shaped the MVP:
Reduced blank slate anxiety with goal-based templates
Lowered setup friction into 5 guided steps, live in under 10 minutes
Kept CJUs persistent so the next action was always obvious
Built a dashboard with visibility without overwhelm, only what mattered, nothing extra
Preview
What the MVP looked like
User Research
Understanding the users
Understanding the users
Three distinct user groups, same core frustration high engagement was creating repetitive work that didn't scale.
User groups:
Creators
01
Posting regularly and high engagement.
Need quick, consistent replies that turn comments into conversions without sounding robotic.
Small Business
Owners
02
Selling on Instagram, managing everything themselves.
Can't afford to miss potential customers during busy hours.
Marketers / Social
Media Managers
03
Handling multiple accounts.
Need to automate replies, track performance, and maintain brand tone across clients.
What I learned from the users
I had the data from interviews with 7+ creators, small business owners, and Instagram-first sellers.
2-4 hours lost daily to repetitive replies
Missing 5-10% of messages = lost leads
Existing tools were too rigid or too technical
5 out of 7 users wanted to control their own automation logic
Competitive audit of tools like Manychat and Spur confirmed the same gap:
no tool made rule-based automation easy for beginners.
Where was the gap?
Posts and reels attract strong audience activity.
High Engagement
Repetitive Inquiries
Operational Strain
Problem statement
Problem statement
"How might we translate complex automation logic into an intuitive, low-friction setup experience for Indian creators and small business owners?"
"How might we translate complex automation logic into an intuitive, low-friction setup experience for Indian creators and small business owners?"
Flow #1
Onboarding
Designed a trust-focused onboarding experience with a single primary CTA and a clear explanation of what permissions were being requested. This kept the setup process simple and straightforward, so users could connect their Instagram account and get into the product in under 2 minutes without second-guessing anything.
Connect Instagram Account
Kept the flow minimal and trust-focused.
Clear permission steps to reduce drop-off.
Connect Instagram Account
Kept the flow minimal and trust-focused.
Clear permission steps to reduce drop-off.
Accessing the dashboard
A performance dashboard that brings together automation health, engagement metrics, and workflow activity all in one place. This gave users an immediate sense of what was working without having to click around or dig through multiple screens. Kept the "New Automation" button persistent in the top right so users could always take the next step without losing their place.
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.
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
Designed a template library organized around what users actually wanted to achieve, more sales, channel growth, or running giveaways. This gave non-technical users a clear starting point based on a goal they already had in mind, instead of asking them to start from a blank slate and figure out automation logic on their own.
Creating an Automation
Broke down complex automation logic into a guided 5-step flow, picking a post, setting a trigger, defining keywords, configuring a public reply, and choosing what to send in the DM. This reduced setup friction and made it possible for non-technical creators to go from zero to a fully working automation in under 10 minutes.
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.
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
Designed a centralized table that shows every automation's live status, key performance numbers, and available actions in one view.
Users could bulk select, duplicate, or delete flows without context switching, and every action was confirmed with a clear success or error message so nothing felt uncertain.
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.
Outcome
What the users said?
What the client said?
Impact
Fast Validation
6 weeks
Launched the MVP in 6 weeks,
reaching 100+ signups within 60 days.
Early Revenue Traction
₹10,00,000+
Generated ₹10,00,000+ in revenue
within the first quarter post-launch.
Reduced Setup Friction
5 step flow
Simplified automation into a 5-step flow,
enabling non-technical creators to
launch in under 10 minutes.
Key Learnings
What my very first UX project taught me
Designing Tools ≠
Designing Screens
Building automation systems required structuring logic, states, and feedback, not just UI layouts.
Simplicity Is Intentional
Reducing complexity into 5 guided questions was a deliberate interaction decision, not a feature reduction.
Context Shapes Product Decisions
Designing for Indian creators meant prioritizing clarity and approachability over feature parity.
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
Fast Validation
6 weeks
Launched the MVP in 6 weeks, reaching
100+ signups within 60 days.
Early Revenue Traction
₹10,00,000+
Generated ₹10,00,000+ in revenue
within the first quarter post-launch.
Reduced Setup Friction
5 step flow
Simplified automation into a 5-step flow,
enabling non-technical creators to
launch in under 10 minutes.
Key Learnings
What my very first UX project taught me
Designing Tools ≠ Designing Screens
Building automation systems required structuring logic, states, and feedback, not just UI layouts.
Simplicity Is Intentional
Reducing complexity into 5 guided questions was a deliberate interaction decision, not a feature reduction.
Context Shapes Product Decisions
Designing for Indian creators meant prioritizing clarity and approachability over feature parity.
Back
Note: Please view this on desktop to view the prototypes of the core flows.
Still here?
I know you want to
Work with me.
© 2025 | Definitely not my first draft.
Still here?
I know you want to
Work with me.
© 2025 | Definitely not my first draft.