Creation Workflow Optimization
Creation Workflow Optimization
The company had a rigid project creation workflow, and clients couldn't adapt it to their needs, so they left. That's why I ran a full design thinking process, worked directly with users to restructure the information architecture, and iterated, stopping churn and recovering conversion rate.
The company had a rigid project creation workflow, and clients couldn't adapt it to their needs, so they left. That's why I ran a full design thinking process, worked directly with users to restructure the information architecture, and iterated, stopping churn and recovering conversion rate.
MY ROLE
End-to-end UX/UI Designer
TEAM
PM, Customer Success, Developers
TIMELINE
4 months | 2022-2023
MY ROLE
End-to-end UX/UI Designer
TEAM
PM, Customer Success, Developers
TIMELINE
4 months | 2022-2023
Index
PROBLEM
PROBLEM
The platform was built around a fixed project creation workflow designed for one type of client. As the company grew, that same structure started fitting none of them. Clients couldn't customize stages, attach the files they needed, or adapt the process to how they actually worked, so they left. That's why we wondered:
The platform was built around a fixed project creation workflow designed for one type of client. As the company grew, that same structure started fitting none of them. Clients couldn't customize stages, attach the files they needed, or adapt the process to how they actually worked, so they left. That's why we wondered:
How do we turn a one-size-fits-all platform into a flexible one without breaking what already works?
How do we turn a one-size-fits-all platform into a flexible one without breaking what already works?
IMPACT
IMPACT
Adoption Rate
Of new workflow system
Adoption Rate
Of new workflow system
92%
Setup Time
Reduction achieved
Setup Time
Reduction achieved
30%
Retained key clients who were considering leaving
Retained key clients who were considering leaving
Attracted new business based on workflow flexibility
Attracted new business based on workflow flexibility
APPROACH
APPROACH
Led client interviews, redesigned the information architecture and created prototypes working closely with Product, Development and Customer Success.
Led client interviews, redesigned the information architecture and created prototypes working closely with Product, Development and Customer Success.
RESEARCH
Research & Alignment
Research & Alignment
Client interviews revealed the need for customizable workflows and file attachments.
Client interviews revealed the need for customizable workflows and file attachments.
DESIGN
Core Design Decisions
Core Design Decisions
Replaced the fixed 4-step flow with customizable stages supporting different multimedia formats.
Replaced the fixed 4-step flow with customizable stages supporting different multimedia formats.
VALIDATION
Prototyping
Prototyping
Tested with 5 clients who confirmed the system was flexible, intuitive and worked for their diverse processes.
Tested with 5 clients who confirmed the system was flexible, intuitive and worked for their diverse processes.
Key trade-off: The project was stuck for 2 months.
Too many people giving feedback through emails and Slack instead of having real conversations, creating alignment delays. I pushed for daily 30-minute sessions with just the core team: Product, Developers, Customer Success, and me. Not everyone got to give input, but we needed to make decisions fast and ship on time.
Key trade-off: The project was stuck for 2 months.
Too many people giving feedback through emails and Slack instead of having real conversations, creating alignment delays. I pushed for daily 30-minute sessions with just the core team: Product, Developers, Customer Success, and me. Not everyone got to give input, but we needed to make decisions fast and ship on time.
DESIGN PHILOSOPHY
Flexibility over rigid structure
Consistency within customization
Immediate value through iterative refinement
EXECUTION
EXECUTION
Key trade-off:
We shipped without templates or analytics features to meet the deadline. Why? Clients were churning now, they needed the core problem solved, not additional features. The strategy worked: clients stayed even though some features were missing because the fundamental workflow issue was resolved.
Key trade-off:
We shipped without templates or analytics features to meet the deadline. Why? Clients were churning now, they needed the core problem solved, not additional features. The strategy worked: clients stayed even though some features were missing because the fundamental workflow issue was resolved.
OUTCOMES
OUTCOMES
KI 1: Functional solutions drive retention more than feature completeness. Users accept missing features when you solve their core problem. Shipping working solutions beats waiting for perfection when retention is at stake.
KI 1: Functional solutions drive retention more than feature completeness. Users accept missing features when you solve their core problem. Shipping working solutions beats waiting for perfection when retention is at stake.
KI 2: Synchronous collaboration accelerates delivery. Daily focused sessions with core stakeholders eliminated weeks of async feedback loops and enabled faster decision-making.
KI 2: Synchronous collaboration accelerates delivery. Daily focused sessions with core stakeholders eliminated weeks of async feedback loops and enabled faster decision-making.
KI 3: Process changes can be as critical as design decisions. Shifting from async feedback to daily alignment sessions removed the bottleneck and enabled on-time delivery.
KI 3: Process changes can be as critical as design decisions. Shifting from async feedback to daily alignment sessions removed the bottleneck and enabled on-time delivery.
LEARNINGS
LEARNINGS
This project taught me that when clients are churning, you need to move fast and focus on what matters most. I learned that changing how the team works can be as important as the design itself—daily sessions got everyone aligned and moving forward. Most importantly: shipping something that works beats waiting to make it perfect. Clients stayed because we solved their core problem, even with some features still missing.
This project taught me that when clients are churning, you need to move fast and focus on what matters most. I learned that changing how the team works can be as important as the design itself—daily sessions got everyone aligned and moving forward. Most importantly: shipping something that works beats waiting to make it perfect. Clients stayed because we solved their core problem, even with some features still missing.