workflow builder
At a certain stage, flexibility isn’t nice-to-have, it is how you win bigger sales deals.
HyperStart CLM's 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
For sales and legal teams who needed faster, more flexible client onboarding, I designed a no-code, modular workflow builder inside HyperStart CLM. The goal was to eliminate dependency on engineering for custom approval flows—helping teams move faster, serve varied client needs, and win enterprise deals with less friction.
Role
I led the redesign of HyperStart’s workflow builder with a focus on flexibility, scalability, and ease of use. My goal was to reframe workflows from rigid linear forms into intuitive, self-serve experiences that both technical and non-technical users could manage.
I established new interaction patterns, simplified complex branching logic, and collaborated closely with engineering to balance product velocity with usability.
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.
I 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 (me and 2 product managers) 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 me 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 business teams close high ticket clients without added dev effort.
final outcomes
The new builder removed major bottlenecks in implementation. It reduced sales team dependency on engineering, and letting customers visualize their contract flows faster. It became a key enabler in closing enterprise deals, especially where custom workflows were a non-negotiable ask.
I obsess over interaction design—tweaking copy, nudging shadows, testing flows, until it feels just right. This project reminded me that great design isn't about adding more, but knowing what to remove. Simpler tools create sharper thinking 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.
I am not at liberty to talk about numbers too much, but hey, a sales team member gave me a cold coffee the other day. Seems like they love the builder!
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// SOM
/// product Designer based in india, focused on product and interaction design for ai and saas