Workflow orchestration
Transformed complex and disconnected workflows into an opinionated orchestration system with ready-to-use, customizable flows. Made sophisticated automation accessible to non-technical GTM teams without sacrificing power-user capabilities.
Four tools, no clear next step
TAM Builder, Qualifier, Prospector, and Enrichment were powerful but disconnected. After finishing one task, users often waited for customer-success engineers to tell them what to do next.
The sales team also spent about two hours per demo explaining how the tools connected. Prospects saw a collection of features, while the intended path from audience to pipeline remained hidden.
Reframing the product around orchestration
I shifted the product story from “here are four tools” to “here is an orchestrated system that guides you to generate pipeline.”
That reframing gave every agent a clear role in one end-to-end journey. Instead of asking users to assemble the system themselves, the product could recommend a proven starting point and guide them through each decision.
Designing a guided path
Illustrated templates removed the blank state and gave each use case context and personality. During setup, a visual workflow guide stayed visible on the left so users always knew where they were and what came next.
Templates were organized around recognizable sales motions rather than internal data types. Users could understand the outcome first, preview the agent sequence, and then configure the workflow with much less explanation.
Keeping the default simple without limiting experts
New users started with prepackaged audiences, while advanced users could open the full editor when needed. Lightweight, ad hoc choices stayed inside the workflow; reusable personas, routing, and audiences lived in global configuration.
This separation kept the default path focused without removing power. Teams could launch quickly, then introduce more sophisticated targeting and routing only when their workflow required it.
Making every run legible
Run details evolved from a canvas into an agent trace designed for scanning step outputs, delays, and failures. Users could understand what happened without asking the team to interpret the workflow for them.
The trace paired a high-level view of run health with step-level evidence. It made automation feel observable: users could see what completed, where entities were filtered out, and which action needed attention.
A clearer product changed behavior
The clearest change was behavioral. Users began opening templates, previewing workflows, and exploring the product without waiting for the team to tell them what to do next. Customer-facing teams could spend less time explaining the mechanics and more time discussing the customer’s sales motion.
Sales demos fell from about two hours to under thirty minutes. The clearer product story also helped the team communicate one coherent platform instead of four disconnected tools, contributing to growth beyond $500K ARR.
What I learned
The root problem was not a missing feature or a collection of isolated usability issues. It was the framing. Each tool worked on its own, but the product did not show users how those capabilities combined into a meaningful outcome.
Once the experience was designed around orchestration, many smaller decisions became easier: templates could express intent, configuration could reveal complexity progressively, and run details could explain the system as one connected process. Sometimes the highest-leverage design move is changing the mental model before changing the interface.