Simplifying complex campaign workflows and building a scalable design system to improve usability and efficiency.
Client
Ethan Clarke
Time
4 months
Tools
Figma, Chatgpt
Prototype link
Visit Site
Product Context
Five9 Campaign Manager enables teams to schedule and manage customer outreach across voice, SMS, and digital channels.
My Role
Conducted UX audit to identify usability gaps
Led end-to-end redesign of campaign workflows
Structured and organized features for better clarity
Built a scalable design system
Conducted client walkthroughs and aligned on decisions
Led and supported the design team
Worked with engineers for smooth handoff
Ensured accessibility through testing
Problem
The system lacked a unified design foundation, resulting in fragmented workflows and inconsistent user experiences. Campaign configuration involved navigating complex, multi-layered logic making it difficult to understand, manage, and execute effectively.
Complex Workflows → Difficult to configure and manage campaigns
Fragmented Experience → No consistency across modules
Limited Scalability → Challenges in extending system capabilities
Low Visibility → Poor clarity in system behavior and outcomes
APPROACH
I approached the problem by breaking down complex workflows into structured, modular steps and improving visibility across the system.
UX Audit
Identified gaps, inconsistencies across existing workflows
Information Structuring
Improved hierarchy and feature organization
Flow Optimization
Simplified campaign setup into guided steps
Design System
Enabled consistency through reusable components
White-Label System
A scalable system separating branding flexibility from core workflow logic.
Brand Customization
Colors (Primary / Secondary)
Typography
Logos & Identity
UI Styling (Buttons, accents)
Fully customizable per organization
Flexible Experience
Reusable components
Configurable layouts
Adaptive dashboards
Role-based UI
Consistent UX with flexibility
Core Workflow Engine
Submission, Review, Approval
Status system
Governance rules
Standardized across all clients
UX Strategy
Focused on improving clarity, reducing errors, and guiding users through structured interactions.
Minimal Toast Reliance
Prioritizing persistent inline alerts over temporary "toast" popups, ensuring critical feedback is never missed by busy reviewers.
Progress Indicators
Persistent lifecycle steppers showing users exactly where they sit in the multi-month review process.
Locked Stages
Enforcing immutability on historical data, Once a review stage is passed, content freezes to ensure audit trails remain intact.
Clear Revision States
Explicit visual differentiation between "Draft," "In Review," and "Returned for Revision" to eliminate status ambiguity.
Sectioned Guided Forms
Breaking complex scientific protocols into logical tabs (Abstract, Data, Term) to reduce cognitive load and prevent "long-scroll" fatigue.
Inline Validations
Providing immediate field-level feedback rather than waiting for submission, crucial for complex academic data entry.
Building for Scale
A scalable design system was created to ensure consistency and support future product growth.
160+
Components
20+
Design Tokens
40
Pages
Key Features
Focused on improving clarity, reducing errors, and guiding users through structured interactions.
Dashboard
Designed a centralized dashboard to provide quick insights, track progress, and enable efficient management of submissions.
Form Builder
Designed a structured, step-by-step form to simplify data entry and reduce errors.
Summary Screen
Provided a clear overview of all entered details for quick review and validation.
Status
Enabled real-time visibility into concept progress across different stages.
Proposal Details
Designed a detailed view for admins to review, manage, and take actions on proposals.
Proposal Details
Enabled organizers to view, update, and respond to feedback efficiently.
System Analysis
Reviewed existing screens to understand patterns, structure, and inconsistencies. Categorized screen types to define a clearer and scalable approach.
Screening
Analysis
Fragmented Experience → No consistency across modules
Complex Workflows → Difficult to configure and manage campaigns
Limited Scalability → Challenges in extending system capabilities
Low Visibility → Poor clarity in system behavior and outcomes
New Screens
Simplified navigation with clear structured hierarchy
Improved data clarity and table scan-ability
Reduced visual clutter and cognitive load
Enhanced status visibility with clear indicators
Introduced scalable, consistent design system patterns
Simplified form with only essential fields
Used modal for focused creation flow
Improved layout for better clarity
Added guidance for user decisions
Informed non-editable fields before creation Moved advanced settings to edit stage
Quick create and continue editing
Editable details page after creation
Reduced steps in initial setup
Clear success message after creation
Empty state with clear next action
Highlighted “Add Agents” action
