A workflow manager can be configured to present a graphical interface to an entity and display a current status of a workflow via the graphical interface. Via the graphical interface, the entity can provide one or more indications that indicate an entry condition for the workflow, one or more message communications, and one or more filter conditions. The entity can activate the workflow and cause the workflow manager to identify a user population that satisfies the entry condition and cause the user population to be presented with the one or more message communications and the one or more filter conditions of the workflow. Different user segments of the user population may be assigned to different user paths, where each user segment receives different communications based on their corresponding user paths.