workflow builder
At a certain stage, flexibility isn’t nice-to-have, it is how you win bigger sales deals.
Our workflow builder wasn’t built for that. Every new customer ask meant developer time. We needed a system that lets us tweak and deploy workflows without writing a line of code.
Overview
This project showcases a modular, no-code workflow builder designed as part of HyperStart CLM, aimed at simplifying how legal workflows are created, modified and deployed. It gives sales and legal teams the power to build complex approval logic visually, without relying on engineering.
Role
Led design end-to-end—from flow logic to final UI
Business impact
11+
Enterprise deals closed with custom workflows in a quarter
2x
Faster onboarding for mid-market customers
There's more to this designer than meets the viewport.
This wasn't even in the wireframe. You still found it? Awesome.
initial assumptions
In our first version, we leaned heavily on patterns from leading CLMs, hoping familiarity would drive adoption.
In doing so, we inherited their rigidity. This experience taught us that mimicking legacy tools can often replicate their constraints too. It pushed us to reimagine workflows with a clean slate, built for flexibility, not legacy.
We challenged our hypotheses and went back to first principles—rethinking how legal teams actually want to build workflows.
A new, visual-first interaction modal emerged that broke away from the industry norm, something no other CLM attempted.
Grounded in reality
Before redesigning, we mapped out actual implementation processes across 8+ clients, identifying patterns, pain points, and the workarounds teams used. This gave us clarity on where our current builder fell short and helped us reframe the builder not as a static form—but as a living, modular flow engine.
Configuration in context
Settings and logic live in drawers, letting users configure workflows without cluttering the builder. Canvas stays clean, focus remains on the flow.
Our audience is mostly non-technical and the flow is more important to them. This gives them mental clarity and avoids overwhelming them.
Navigation controls
Zoom, pan, and drag tools make it seamless to move through complex workflows, no matter the size.
Accounts for lower end user devices/laptops as well.
Faster onboarding
Sales teams could spin up workflows faster, drastically reducing go-live time for customers.
custom workflows
The builder met deep customizability needs, helping us close high ticket clients without added dev effort.
final outcomes
The most important thing is that this workflow builder is a customer-acquisition enabler. Sales teams developed a stronger pitch showcasing product maturity compared to competitors still dependent on manual services. It also helped us close faster and unlock more use cases across customer types.
I’m not at liberty to discuss exact numbers in this case study, but I just received a cold coffee last week from my sales counterpart. I guess they like the new workflow builder!
highlights
I obsess over interaction design tweaking copy, nudging shadows, testing flows, until it just feels exactly like the vision in my mind. This project was a good reminder that good design isn’t about adding more—it is about knowing what to take away. Simpler tools lead to sharper thinking, faster work, and happier users.
Our business teams would earlier take about 2 weeks to create all workflows. With the new builder, they take less than 4 days, depending on complexity, directly improving sales velocity.
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// SOM
/// product Designer based in india, focused on product and interaction design for ai and saas