Elevating Workflow with AI & UX Innovation

Background

Process Street is a no-code workflow automation platform that helps teams document and streamline their processes. While powerful, it faced challenges with feature adoption, usability, and innovation.

As a Staff Product Designer, I led efforts to improve the core product, introduce AI-driven features, and enhance onboarding—all while mentoring the product team and shaping product strategy.

Main Challenges

Despite its powerful automation capabilities, Process Street faced key hurdles that impacted user engagement:

Low adoption and retention – Users struggled to engage with the platform long-term, leading to churn.
Overcomplicated Workflows – The core feature was powerful but difficult to use, limiting its adoption.
Lack of onboarding strategy and segmentation – There was no structured approach to guide new users toward an aha! moment.
Weak design, research, and data culture – Product decisions lacked user insights, requiring a stronger UX-driven approach.

Approach & Design Process

As a Staff Product Designer, I led research, design, and strategy to improve adoption, streamline workflows, and drive innovation.

User Research

25%

Conducted data analysis, competitive research, and user interviews, regularly gathering insights from customer calls, Product Board, and FullStory.
Analyzed user feedback and behavioral data to identify pain points, track feature adoption, and uncover opportunities for improvement.

Design

40%

Developed wireframes, prototypes, and high-fidelity designs, validating ideas early through power user sessions and usability testing.
Iterated based on feedback and also invested in vision work, exploring strategic product opportunities to shape the future of the platform.

Strategy & Discovery

35%

Collaborated with PMs, engineers, and leadership to define priorities, ensuring alignment between user needs and business objectives.
Monitored key product metrics and industry trends to identify growth opportunities and refine Process Street’s long-term roadmap.

Redesign automations to enhance user intuitiveness and expand capabilities.

Forms feature

My Contributions

As a Staff Product Designer, I led key initiatives to enhance usability, automation, and user engagement:

Redesigned Workflows, streamlining complexity and improving discoverability.
Launched the first AI-powered feature, enabling smarter automation and personalization.
Optimized onboarding, helping users reach value faster with a more intuitive experience.
Fostered a design-driven culture, mentoring the team and integrating research into decision-making.

Impact and Results

These efforts drove significant improvements in product adoption, efficiency, and engagement:

Led AI integration and redesigned Workflows, boosting adoption by 11%.
Created AI-driven onboarding, accelerating user activation by 18%.
Faster task creation and completion, with automation features reducing manual effort.
Designed core features and validated them with mixed-methods research involving 100+ users.
Mentored team and led cross-functional product strategy, improving project delivery speed by.

My Tasks: Easily track and complete tasks on your phone.

Workflow revamp

My work: Enabling users to effortlessly track and manage their tasks all in one place.

Other Key Contributions

Beyond core feature redesigns, I contributed to expanding functionality, improving usability, and enhancing Process Street’s overall user experience.

My Work – Designed a centralized task management hub, allowing users to easily find and complete assigned tasks, improving efficiency and engagement.
Led the creation of a data set feature that consolidates form submissions and other data—both manually entered and automated. This feature allows users to seamlessly embed internal and external data into workflows, enhancing automation and operational efficiency.
Improved the UX and flexibility of conditional logic in workflows, allowing for more advanced automation and smoother decision-making within processes.
Designed an approval and review system for both Workflows and Pages, ensuring teams could streamline decision-making and maintain accountability within their processes.
Mobile Experience Enhancements – Improved navigation, usability, and feature access on mobile, making Process Street more functional for users on the go.

Each of these contributions reinforced Process Street’s mission to simplify workflow automation, ensuring a more seamless and powerful user experience.

Key Takeaways

At Process Street, I played a key role in simplifying complex workflows, improving automation, and fostering a stronger design culture. From redesigning Workflows to launching AI-powered features and refining onboarding strategies, my work focused on making the product more intuitive and impactful.

This experience reinforced the value of strategic design in driving adoption, data-informed decision-making, and cross-functional collaboration. By combining research, design, and strategy, I helped shape a more seamless user experience while contributing to the company’s long-term vision.