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List showing all the Engagement Flows
Effective stakeholder communication and user engagement are critical to product success, but designing for both can be challenging, especially with limited direct user feedback.
Faced with this constraint, we set out to refine the engagement flow builder for security leads, leveraging a strategic, research-driven approach to iteration.
Our goal was to create a more intuitive, user-friendly experience while ensuring alignment with stakeholder expectations.
By applying iterative design methodologies, stakeholder collaboration, and usability enhancements, we achieved:
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The Engagement Flow Builder
Final results of my work
The major changes that came with the redesign.
1. Streamlined the engagement flow builder for better usability and intuitive guidance.
2. Strengthened stakeholder alignment through iterative design and data-backed decisions.
3. Implemented visual and functional improvements that enhanced user engagement and product clarity.
Founded in 2012, Zemoso Technologies specializes in accelerating the journey from concept to product-market fit, working with both startups and large enterprises to build innovative solutions.
With a strong client base, including companies backed by a16z, Bayer, and SignalFire, Zemoso focuses on helping businesses scale through strategic design, technology, and market insights.
The information in this case study is my own and does no necessarily reflect the views of Zemoso.
1. The existing engagement flow builder failed to guide users effectively, leading to disengagement.
2. Stakeholder constraints prevented direct interactions with end-users, requiring indirect methods for gathering insights.
3. Design inspirations and proposed solutions did not initially align with stakeholder expectations, creating friction in the decision-making process.
Internal Findings
- Strong user flow creation and research-backed design processes were in place.
- Real-world user feedback was difficult to obtain, necessitating an almost proxy in validation methods.
External Findings
- Security leads prioritized efficiency and clarity in tools, which the previous designs lacked.
- Competitor solutions such as Salesforce's Trailhead and Courier's messaging model provided inspiration but required adaptation due to stakeholder constraints.
An inital sketch by me throwing out ideas that would later be used in the final design. An almost full screen look, connected actionable items, etc.
We took inspiration from unexpected sources, such as Instagram’s post creation flow, to optimize our engagement flow builder. By simplifying steps and creating a sort of plug and play feeling, we aimed to reduce friction and enhance usability.
By breaking complex flows into digestible steps, Users feel more in control and less overwhelmed.
Grouping related steps into seperate scetions, allows users to help contextualize their actions and reduce cognitive overload.
Providing flexibility in decision-making, allows users to better adapt based on user needs.
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One of our inital designs after looking at inspirations like Figma
1. The existing engagement flow builder failed to guide users effectively, leading to disengagement.
We used proxy user personas and industry research to validate design decisions.
2. Stakeholder constraints prevented direct interactions with end-users, requiring indirect methods for gathering insights.
Prioritized quick wins (small but impactful UI changes) while setting up longer-term iterative refinements.
3. Design inspirations and proposed solutions did not initially align with stakeholder expectations, creating friction in the decision-making process.
Implemented data-backed storytelling, showing how specific design choices would directly improve key business metrics.
Final results again*
1. User Insights Are Essential: When direct user access is limited, finding equivalent user profiles for interviews is critical.
2. Stakeholder Communication Requires Structure: Engaging stakeholders early and showing prototypes rather than just describing ideas prevents misalignment.
3. Iterative Design Leads to Better Products: Constant testing and refinement create more user-centric and effective solutions.