Inrō is a SaaS platform that transforms Instagram interactions into qualified conversations. Powered by AI, it helps brands and creators automate their direct marketing while keeping a highly human touch.

Acting as a digital copilot, Inrō manages DMs 24/7, qualifies leads, and allows users to easily build custom comment-to-DM funnels in full compliance with Meta’s API.

Co-founded by my former Schoolab colleagues, Etienne Gatti and Pierre de Milly, the project aims to bring a great customer experience to Instagram. Today, Inrō builds authentic relationships at scale while saving its users valuable time.

Context & pivot

I joined the Inrō team as a freelance Product Designer in February 2024 during a major strategic pivot. Before I arrived, the application was primarily a mobile tool for small creators to chat with clients in DMs, send payment requests, and manage appointment slots.

The new vision was much more ambitious: a complete rebrand and a transformation into a comprehensive desktop and mobile SaaS designed to manage Instagram DM marketing campaigns and automate responses to DMs, Stories, and comments using AI.

Building for velocity: a modular Design System

In a fast-evolving product environment, speed and consistency are critical. Working closely with the CTO, Pierre de Milly, we needed a framework that would allow the engineering team to ship and update features rapidly without compromising the user experience.

To align the product with the company's recent pivot and new visual identity, I built a fully modular Design System from scratch, translating their brand book directly into actionable design tokens.

This foundation included:

• Design Tokens: I meticulously defined color variables, typography, and spacing to ensure the new identity was seamlessly and consistently applied across the entire interface.
• Component Library: I designed all core elements necessary for a complex SaaS, including tables, navbars, inputs, modals, customized chat interfaces, and intricate configuration panels.
• Developer Handoff: Because of my front-end expertise, the system was built to map as close as possible to the codebase, allowing Pierre to integrate updates quickly and independently.

A new product experience & onboarding

Transforming a simple booking app into an AI-powered automation tool meant introducing users to complex concepts. My mission was to simplify the complexity and introduce AI to users who might not know how to use it.

I worked hands-on with Pierre to completely streamline the onboarding flows. We broke down advanced features into intuitive, step-by-step experiences. For exemple, setting up the AI Agent with the user preferences, or creating a Comment-to-DM automation.

To make the interface feel less intimidating and more engaging, I created custom illustrations specifically tailored to guide users through these new features and reinforce the new brand identity.

A new marketing website

A great product needs the right storefront. Alongside the core app, I partnered with Giulia, who leads marketing at Inrō, to continuously evolve the marketing website.

Here is an overview of what we accomplished together:

• Collaboration on Webflow:  Webflow gave us the agility to design, build, and deploy new pages rapidly, perfectly matching the fast-paced nature of the company.
• Continuous iteration: The website was updated constantly to reflect new product releases. I incrementally improved the layouts and visual styles, progressively integrating the latest Webflow features to ensure the site remained performant and aligned with the SaaS app.
• Custom Illustrations: I created a wide range of bespoke illustrations to visually explain the platform's features, making them easy for prospective clients to understand.
• SEO-Driven Design: We carefully structured the landing pages and their content to maximize organic acquisition and performance on traditional search engines.
• LLM/AI Optimization: Most recently, we started engineering our pages specifically for LLM visibility (AI Search Engine Optimization) to adapt to the new ways users search for tech tools today.