Turning an activation gap into a retention engine
Users who set up at least one automation retained at twice the rate of those who didn’t. Yet 80% of that gain was sitting unreached. I redesigned the automation builder from a hidden power feature into the threshold that drove it, then tackled AI onboarding and a full platform migration.
CONTEXT
As a Staff Product Designer
Process Street is a no-code workflow platform used by 500,000+ users at Salesforce, Accenture, and Colliers. Teams build once, run forever, connecting their tools through Automations across Slack, Google Sheets, Salesforce, and 20+ integrations.
I owned three initiatives during my four years: Automations Redesign, AI-Powered Onboarding, and Reactification. All three traced back to the same problem: the product wasn’t getting users to the moments that made them stay.
Where growth met friction
Three problems,
one product to fix.
Automations buried
Three clicks minimum to reach automations. Zero discoverability. 80% of users never knew the feature existed.
Builder caused errors
A 3-step modal where 58% abandoned before choosing an action. Field mapping hidden. Modal reset on error, users kept notepads.
Onboarding was generic
New users couldn’t see value quickly. One-size-fits-all ignored intent, slowing activation and increasing drop-off.
Legacy UI slowed delivery
The Angular codebase made every design update a negotiation. Inconsistency across 500K+ active users.
01
The Automations Redesign
Lead Initiative · 5 months · Staff Product Designer
01 · Lead Initiative
The Automations
Redesign
Automation setup was the #2 support topic after billing. CS was surfacing it at renewals. A competitor shipped a canvas builder — not to match it, but to beat it. I used that window as a forcing function to get the project prioritised.
What we measured before
2.3 min |
Average time finding the right app and trigger — 40% of total setup time |
58% |
Reached step 2. Most exits happened before an action was ever chosen |
34% |
Of accounts had at least one silently broken automation |
3 clicks |
Minimum to reach automations. Zero discoverability for new users |
0 |
Run logs visible before save. No way to verify config |
Try the interactive prototype
02. Workflow Reactification & UX Modernization
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React Migration: Partnered with engineering to incrementally replace Angular with React, maintaining backward compatibility and minimizing disruption.
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UX & Navigation Redesign: Simplified workflows navigation, introduced modern interaction patterns, and balanced improvements with legacy functionality to keep power users comfortable.
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Design System Integration: Updated UI components, typography, spacing, and colors to align with a refreshed design system—improving consistency and scalability across the product.
We evaluated a variety of ideas for the workflow builder, including three-panel, canvas, and horizontal layouts, testing different interaction patterns along the way.
Ultimately, we settled on a two-column design with a collapsible drawer, which simplifies navigation, makes complex workflows easier to manage, and adapts seamlessly to mobile devices.
Other projects leveraging this new design system and UX patterns
Clear Wins for Adoption & Experience
These efforts drove significant improvements in product adoption, efficiency, and engagement
«Indiana’s leadership was exceptional, guiding the team from concept to execution and delivering outstanding results.»
Higher first-week retention among AI users.enhancing consistency and accelerating delivery.
Improved workflow usability and navigation satisfaction, tracked via NPS and surveys.
Positive feedback from power users on the balance between modernization and familiarity.
11
increase in workflow creation after AI rollout
18
lift in new-user activation for those exposed to AI onboarding
”Users praised AI for being “helpful but not intrusive”, and appreciated the combination of speed, clarity, and control.
Design Leadership in Action
Beyond the AI & Workflow Redesign Projects
- Led UX Strategy: Owned end-to-end design for AI-driven workflows, task creation, and onboarding experiences, aligning vision with measurable business goals.
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Modernized Core Product: Redesigned workflow navigation, interactions, and migrated from Angular to React to improve usability, scalability, and consistency.
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Integrated AI into Product: Designed AI-powered features that generate workflows and tasks, personalize onboarding, and accelerate adoption—all while maintaining transparency and user control.
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Mentored & Guided Team: Supported designers and product team members, providing guidance on UX decisions and best practices.
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Cross-Functional Collaboration: Partnered with PMs, VP of Product, Director of Engineering, and engineers to balance ambition with feasibility.
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Design System Leadership: Implemented and evolved a design system to ensure consistent visual language and reusable components across the product.
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Research, Testing, & Iteration: Ran user research, prototyping, and iterative design loops to validate features and ensure alignment with user needs.
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Influenced Product Strategy: Contributed to roadmap planning and product vision, ensuring design decisions were closely tied to business objectives.
Lessons from the Field
This project highlighted the delicate balance between automation and trust. Users embrace AI when it’s transparent, editable, and supportive, not when it feels like a black box. Similarly, redesigning core workflows requires respecting familiar patterns while introducing clarity and consistency.
If I could revisit one piece, I would invest earlier in AI-specific content design, ensuring tone and messaging built trust from the start.
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AI-Driven Workflows at Process Street
AI-Driven Workflows at Process Street
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