I was tasked with designing a flow creator product for a SaaS platform. The goal was to enable users to create custom workflows to automate their business processes. The challenge was the high level of ambiguity regarding user needs, the features required, and the overall structure of the flow creator. Here’s how I successfully navigated this ambiguity:

Understanding the Vision

Client Meetings and Stakeholder Interviews

We began by conducting in-depth meetings with the client and key stakeholders to understand their broad vision. They wanted a tool that was powerful yet intuitive, catering to both technical and non-technical users. However, they had limited specifics on features and user interface design.

Conducting Research

Market and Competitor Analysis

We analyzed existing flow creator tools and similar products in the market to understand common features, best practices, and user expectations. This research provided a baseline of functionalities and UI patterns that users were familiar with.

User Research

We conducted interviews and surveys with a diverse group of potential users, including business analysts, project managers, and developers, sales and IT administrators. This helped us gather insights into their workflows, pain points, and what they expected from a flow creator tool.

Creating Prototypes

Developing Conceptual Models

Based on our research, we created several conceptual models and low-fidelity prototypes. These ranged from simple drag-and-drop interfaces to more complex, rule-based systems. The goal was to explore different ways users might interact with the flow creator.

User Testing and Feedback

We tested these prototypes with users to gather feedback. This process helped us understand which concepts were most intuitive and which features were essential. Users provided insights into the usability of the interfaces and the types of functionalities they needed most.

With user feedback, we refined our prototypes, focusing on a balance between simplicity and functionality. We iterated on the design multiple times, each iteration adding more details and addressing user feedback. Key features included drag-and-drop nodes, condition-based triggers, and integrations with other services.

Communication and Collaboration

Cross-Functional Collaboration

Throughout the project, we maintained close collaboration with developers, product managers, and other stakeholders. Regular design reviews and feedback sessions ensured everyone was aligned and any technical constraints were addressed early.

Documentation

We documented every stage of the design process, including user feedback, design rationale, and decision-making processes. This documentation was crucial for maintaining clarity and alignment across the team.

Final Product

Delivering the Flow Creator

The final product was a versatile flow creator tool with an intuitive drag-and-drop interface, customizable nodes, and advanced features like conditional logic and integrations with external APIs. It was designed to cater to users with varying levels of technical expertise, offering simplicity for beginners and depth for advanced users.

We also designed comprehensive onboarding experiences and tutorials to help users get started quickly and understand the full potential of the tool.

Reflection

This project highlighted the importance of user-centered design and iterative development in navigating ambiguity. By staying focused on user needs, maintaining clear communication, and being flexible in our approach, we were able to transform a vague concept into a robust and user-friendly flow creator tool.