Industry
Industry
SAAS / Enterprise AI
SAAS / Enterprise AI
HenryFlow
HenryFlow
HenryFlow
Crafting a strategic design foundation for HenryFlow - An AI Powerhouse Redefining Workflow Automation in Under 60 Seconds
Crafting a strategic design foundation for HenryFlow - An AI Powerhouse Redefining Workflow Automation in Under 60 Seconds
Crafting a strategic design foundation for HenryFlow - An AI Powerhouse Redefining Workflow Automation in Under 60 Seconds
Introduction
Introduction
Imagine a world where building customised, automated business systems takes less time than brewing your morning coffee. That's the magic of HenryFlow, an AI platform on a mission. As the Product Designer, I spearheaded the design of HenryFlow's Minimum Viable Product (MVP). In this case study, I'll walk you through the strategic decisions and design processes that shaped HenryFlow into the efficient and intuitive tool it is today. Let's dive into the behind-the-scenes journey of designing HenryFlow's MVP.
Imagine a world where building customised, automated business systems takes less time than brewing your morning coffee. That's the magic of HenryFlow, an AI platform on a mission. As the Product Designer, I spearheaded the design of HenryFlow's Minimum Viable Product (MVP). In this case study, I'll walk you through the strategic decisions and design processes that shaped HenryFlow into the efficient and intuitive tool it is today. Let's dive into the behind-the-scenes journey of designing HenryFlow's MVP.
My Role:
My Role:
Product Designer
Product Designer
Teammates:
Teammates:
Product Manager and 2 Engineers
Product Manager
and 2 Engineers
Product Manager and 2 Engineers
When:
When:
May 2023
May 2023
Problem Statement
Problem Statement
— So, what's the problem?
— So, what's the problem?
Before HenryFlow, businesses faced a significant challenge in the complex and time-consuming process of building automated workflows. Existing solutions, such as Zapier and Bardeen, simplified the implementation stage but lacked support for mapping, analyzing, and redesigning processes comprehensively. The need for a platform that covered the entire Business Process Management (BPM) lifecycle became evident.
Before HenryFlow, businesses faced a significant challenge in the complex and time-consuming process of building automated workflows. Existing solutions, such as Zapier and Bardeen, simplified the implementation stage but lacked support for mapping, analyzing, and redesigning processes comprehensively. The need for a platform that covered the entire Business Process Management (BPM) lifecycle became evident.
HenryFlow is First in the
HenryFlow is First in the
New Generation of SaaS Architecture platforms
New Generation
of SaaS Architecture platforms
HenryFlow
Gen 4
90%
Gen 1
10%
Gen 2
30%
Gen 3
40%
Bardeen.ai, Levity.ai
Zapier, Make.com, etc.
Consultants
User Research
User Research
— Now, Let's See Through the User's Eyes
— Now, Let's See Through the User's Eyes
By the time I joined HenryFlow, most of the primary user research had been conducted. My role was to dive into the existing insights, conduct further secondary research, and gather a deeper understanding of user needs and pain points. It was clear that users struggled with the lack of guidance and contextual understanding of existing solutions. They wanted an intuitive tool that not only automated tasks but also assisted them in analysing, redesigning, and optimising their workflows.
By the time I joined HenryFlow, most of the primary user research had been conducted. My role was to dive into the existing insights, conduct further secondary research, and gather a deeper understanding of user needs and pain points. It was clear that users struggled with the lack of guidance and contextual understanding of existing solutions. They wanted an intuitive tool that not only automated tasks but also assisted them in analysing, redesigning, and optimising their workflows.
User Persona
User Persona
— Who was I designing for?
— Who was I designing for?
Name
:
Simon
Age
:
37 years old
Job
:
CEO of an Agency
Location
:
Denmark
Statement
As a Company owner, I want to efficiently automate my workflows using a centralised platform.
About
Meet Simon, the dynamic CEO of an Agency business. Simon is well-versed in the intricacies of SaaS tools, having personally navigated through their functionalities. Leading a team of 1 to 10 employees, Simon understands the importance of efficiency in his agency business based in Denmark. Despite his proficiency in tech, Simon is on a journey to explore the untapped potential of workflow automation, seeking solutions that seamlessly integrate into his operations.
Goals
Simon's primary goal is to enhance the efficiency of NordicDigital Co. by introducing intuitive workflow automation. As a non-technical leader, he aims to streamline processes without the need for a steep learning curve. Simon envisions a future where his team effortlessly adapts to new tools, fostering a dynamic work environment. Integrating with existing platforms like HubSpot and E-conomic, Simon aims for a cohesive tech ecosystem that optimally serves his agency's needs.
Personality
Simon exudes a pragmatic and forward-thinking personality. His leadership style is marked by a keen understanding of the practical aspects of running an agency. Simon values simplicity and seeks solutions that deliver tangible, efficient outcomes. Simon fosters a collaborative atmosphere, encouraging innovation while keeping a keen eye on the bottom line. His openness to exploration reflects an eagerness to embrace new tools that align with his agency's vision, making him a visionary leader in the dynamic landscape of digital business.
Simon’s Problems
He and his employees spend too much time on manual data entry and admin tasks.
He does not have the time and desire to develop automation solutions.
He does not have the time and desire to do process analysis.
Because he is non-technical and does not work deeply with processes, he struggles to understand what would be beneficial for him to automate and what is even technically possible to automate.
He does not have the money to hire consultants to analyse their processes and develop the automations.
He is not technical enough to develop good automation solutions on Zapier, make.com, etc.
Competitive Analysis
Competitive Analysis
— What's Out There?
— What's Out There?
A comprehensive competitor analysis was conducted, focusing on two prominent players in the automation space: Zapier and Bardeen. Both platforms had strengths and weaknesses, offering valuable insights into what worked and what could be improved upon. It was essential to understand the landscape to position HenryFlow as a superior alternative.
A comprehensive competitor analysis was conducted, focusing on two prominent players in the automation space: Zapier and Bardeen. Both platforms had strengths and weaknesses, offering valuable insights into what worked and what could be improved upon. It was essential to understand the landscape to position HenryFlow as a superior alternative.
— Understanding Industry Standards and User Expectations
— Understanding Industry Standards and User Expectations
Zapier's dominance in the automation domain shed light on industry standards and user expectations. The platform's success in simplifying the implementation stage with its no-code interface highlighted the importance of user-friendly design.
This understanding guided HenryFlow's design team to prioritize simplicity and ease of use in the platform's interface. By learning from Zapier's success, HenryFlow aimed to offer a similarly intuitive experience for users, particularly those with limited technical expertise.
Zapier's dominance in the automation domain shed light on industry standards and user expectations. The platform's success in simplifying the implementation stage with its no-code interface highlighted the importance of user-friendly design.
This understanding guided HenryFlow's design team to prioritize simplicity and ease of use in the platform's interface. By learning from Zapier's success, HenryFlow aimed to offer a similarly intuitive experience for users, particularly those with limited technical expertise.
Zapier's dominance in the automation domain shed light on industry standards and user expectations. The platform's success in simplifying the implementation stage with its no-code interface highlighted the importance of user-friendly design.
This understanding guided HenryFlow's design team to prioritize simplicity and ease of use in the platform's interface. By learning from Zapier's success, HenryFlow aimed to offer a similarly intuitive experience for users, particularly those with limited technical expertise.
— Evaluation Criteria
— Evaluation Criteria
Key criteria such as User experience across different stages of the BPM lifecycle like: mapping, analysis, redesign, implementation, and monitoring were considered to assess competitors' offerings.
Strengths and weaknesses in each phase of the BPM Lifecycle were identified for Zapier and Bardeen. This comprehensive analysis enabled us to gain valuable insights into the nuances of their offerings and informed our strategic decisions moving forward.
Key criteria such as User experience across different stages of the BPM lifecycle like: mapping, analysis, redesign, implementation, and monitoring were considered to assess competitors' offerings.
Strengths and weaknesses in each phase of the BPM Lifecycle were identified for Zapier and Bardeen. This comprehensive analysis enabled us to gain valuable insights into the nuances of their offerings and informed our strategic decisions moving forward.
— Critical Observations and Opportunities for Improvement
— Critical Observations and Opportunities for Improvement
Monitoring capabilities were somewhat limited for overall system optimization.
Inadequate user support during the automation creation journey, resulting in users having to troubleshoot errors without immediate assistance.
In both Zapier and Bardeen, there's a notable absence of features catering to users who wish to efficiently automate multiple workflows simultaneously.
Users engaged in singular, real-time actions required clear pathways to execute tasks seamlessly.
Users had limited inspiration for new automations, and the templates offered were not tailored to their specific needs.
The simplicity of Zapier's interface comes with trade-offs in terms of power and flexibility, limiting what users can achieve.
Monitoring capabilities were somewhat limited for overall system optimization.
Inadequate user support during the automation creation journey, resulting in users having to troubleshoot errors without immediate assistance.
In both Zapier and Bardeen, there's a notable absence of features catering to users who wish to efficiently automate multiple workflows simultaneously.
Users engaged in singular, real-time actions required clear pathways to execute tasks seamlessly.
Users had limited inspiration for new automations, and the templates offered were not tailored to their specific needs.
The simplicity of Zapier's interface comes with trade-offs in terms of power and flexibility, limiting what users can achieve.
Design Goals
Design Goals
— It was time to set the design compass!
— It was time to set the design compass!
Guidance Through Every Step: Address the gaps in existing solutions by providing guidance from Mapping to Monitoring.
Guidance Through Every Step: Address the gaps in existing solutions by providing guidance from Mapping to Monitoring.
User-Centric Flexibility: Cater to users of varying technical expertise, offering simplicity for beginners and customization for advanced users.
User-Centric Flexibility: Cater to users of varying technical expertise, offering simplicity for beginners and customization for advanced users.
Seamless Integration: Design an intuitive interface that seamlessly integrates with different systems, ensuring a smooth onboarding process.
Seamless Integration: Design an intuitive interface that seamlessly integrates with different systems, ensuring a smooth onboarding process.
Find a Balance: Find the sweet spot between simplicity and flexibility, maintaining an intuitive design, and simultaneously providing robust customisation features for enhanced flexibility.
Find a Balance: Find the sweet spot between simplicity and flexibility, maintaining an intuitive design, and simultaneously providing robust customisation features for enhanced flexibility.
Constraints
Constraints
— Navigating Constraints with Purpose
— Navigating Constraints with Purpose
Though our product harbours grand ambitions, the realities of budget 💰 and time ⏳ constraints compelled us to prioritise judiciously. We strategically focused on delivering features that truly add value to our target customers and fortify our business foundation.
Though our product harbours grand ambitions, the realities of budget 💰 and time ⏳ constraints compelled us to prioritise judiciously. We strategically focused on delivering features that truly add value to our target customers and fortify our business foundation.
User Flow
User Flow
Login Flow
Dashboard Flow
Ideation
Ideation
— Unleashing Creativity
— Unleashing Creativity
Drawing from in-depth research insights, I swiftly translated key findings into actionable wireframes. By identifying recurring patterns and user behaviours, I systematically crafted wireframes to outline intuitive user flows. This approach, underpinned by a methodical analysis of research findings, informed the rapid creation of wireframes—translating abstract concepts into tangible visual representations.
Drawing from in-depth research insights, I swiftly translated key findings into actionable wireframes. By identifying recurring patterns and user behaviors, I systematically crafted wireframes to outline intuitive user flows. This approach, underpinned by a methodical analysis of research findings, informed the rapid creation of wireframes—translating abstract concepts into tangible visual representations.
Drawing from in-depth research insights, I swiftly translated key findings into actionable wireframes. By identifying recurring patterns and user behaviors, I systematically crafted wireframes to outline intuitive user flows. This approach, underpinned by a methodical analysis of research findings, informed the rapid creation of wireframes—translating abstract concepts into tangible visual representations.
To enhance the creative process, I used the Crazy 8's method. This approach fosters a constant state of creative thinking, helping me to brainstorm quick solutions and a multitude of ideas for each feature.
To enhance the creative process, I used the Crazy 8's method. This approach fosters a constant state of creative thinking, helping me to brainstorm quick solutions and a multitude of ideas for each feature.
The ideation phase of crafting HenryFlow's MVP faced challenges such as balancing complex user journeys, maintaining simplicity, catering to diverse user needs, designing a sleek and minimalist UI for such a complex platform, avoiding feature overload, ensuring usability and accessibility across devices, and creating an intuitive onboarding process.
The ideation phase of crafting HenryFlow's MVP faced challenges such as balancing complexity and simplicity, anticipating diverse user needs, incorporating future-proof design, avoiding feature overload, ensuring usability across devices, and creating an intuitive onboarding process.
It was about making complex tasks feel effortless. Each design element, from the layout to the colour palette, aimed to radiate simplicity. The initial wireframes were more than a visual guide; they were a blueprint of user interaction, carefully structured to streamline workflows and eliminate unnecessary complexities.
It was about making complex tasks feel effortless. Each design element, from the layout to the colour palette, aimed to radiate simplicity. The initial wireframes were more than a visual guide; they were a blueprint of user interaction, carefully structured to streamline workflows and eliminate unnecessary complexities.
Low Fidelity Wireframes from Crazy 8s
Low Fidelity Wireframes from Crazy 8s
Collaboration
Collaboration
— Co-Creating with Stakeholders
— Co-Creating with Stakeholders
Recognising the pivotal role of stakeholders in shaping HenryFlow's direction, I initiated proactive engagements with them at every crucial juncture of crafting HenryFlow's MVP. Through purposeful co-creation sessions, stakeholder insights became the guiding force in design decisions. This collaborative approach ensured a harmonious alignment between business objectives and user expectations, creating a product that not only satisfied stakeholders but also resonated deeply with our users.
Recognising the pivotal role of stakeholders in shaping HenryFlow's direction, I initiated proactive engagements with them at every crucial juncture of crafting HenryFlow's MVP. Through purposeful co-creation sessions, stakeholder insights became the guiding force in design decisions. This collaborative approach ensured a harmonious alignment between business objectives and user expectations, creating a product that not only satisfied stakeholders but also resonated deeply with our users.
Usability Testing:
Usability Testing:
— Unveiling Insights
— Unveiling Insights
User testing was not a one-time event but a continuous journey. Regular testing cycles became a feedback loop that fine-tuned the MVP. Real user interactions and experiences were invaluable in refining the design, ensuring that HenryFlow was not just a product but a solution tailored to user needs.
User testing was not a one-time event but a continuous journey. Regular testing cycles became a feedback loop that fine-tuned the MVP. Real user interactions and experiences were invaluable in refining the design, ensuring that HenryFlow was not just a product but a solution tailored to user needs.
Key Learnings and Implementations
Key Learnings and Implementations
— Navigating User Feedback
— Navigating User Feedback
1. Underutilisation of Multiple Canvases:
1. Underutilisation of Multiple Canvases:
1. Underutilisation of Multiple Canvases:
Learning: User behaviour showed a tendency to underutilise the dual canvases for building automations simultaneously.
Learning: User behaviour showed a tendency to underutilise the dual canvases for building automations simultaneously.
Implementation: Recognising the need for a more streamlined workflow, we removed one of the canvases. This decision aimed to simplify the user experience and reduce cognitive load.
Implementation: Recognising the need for a more streamlined workflow, we removed one of the canvases. This decision aimed to simplify the user experience and reduce cognitive load.
2. User Assistance and Guidance:
2. User Assistance and Guidance:
2. User Assistance and Guidance:
Learning: Users encountered challenges when performing specific actions and expressed a desire for quick assistance.
Learning: Users encountered challenges when performing specific actions and expressed a desire for quick assistance.
Implementation: In response to this feedback, we integrated contextual assistance directly into the workspace. Users could now engage with Henry AI for step-by-step guidance, eliminating roadblocks and fostering a more user-friendly experience.
Implementation: In response to this feedback, we integrated contextual assistance directly into the workspace. Users could now engage with Henry AI for step-by-step guidance, eliminating roadblocks and fostering a more user-friendly experience.
3. Potential Workspace Challenges:
3. Potential Workspace Challenges:
Learning: Users faced difficulties in managing complex automations within the workspace, leading to potential frustration.
Learning: Users faced difficulties in managing complex automations within the workspace, leading to potential frustration.
Implementation: Anticipating potential challenges, we reevaluated the workspace layout and introduced features such as collapsible sections and draggable elements. These adjustments aimed to enhance the user's ability to organise and navigate through intricate workflows efficiently.
Implementation: Anticipating potential challenges, we reevaluated the workspace layout and introduced features such as collapsible sections and draggable elements. These adjustments aimed to enhance the user's ability to organise and navigate through intricate workflows efficiently.
4. Integration Challenges:
4. Integration Challenges:
Learning: Users encountered difficulties when integrating third-party tools into their automations.
Learning: Users encountered difficulties when integrating third-party tools into their automations.
Implementation: The user testing phase highlighted the need for a more intuitive integration process. In response, we redesigned the integration interface, simplifying configuration steps and providing detailed documentation.
Implementation: The user testing phase highlighted the need for a more intuitive integration process. In response, we redesigned the integration interface, simplifying configuration steps and providing detailed documentation.
Iteration
Iteration
— Iterative Design and Continuous Improvement
— Iterative Design and Continuous Improvement
Through A/B testing, usability studies, and analytics-driven insights, we gathered data-driven feedback that informed our design decisions and fueled our iterative process. Whether it was tweaking the layout of a dashboard or refining the wording of a call-to-action button, no detail was too small to escape our scrutiny. This commitment to excellence ensured that HenryFlow's MVP was not only functional but also delightful to use, setting the stage for its widespread adoption and success in the market.
Through A/B testing, usability studies, and analytics-driven insights, we gathered data-driven feedback that informed our design decisions and fueled our iterative process. Whether it was tweaking the layout of a dashboard or refining the wording of a call-to-action button, no detail was too small to escape our scrutiny. This commitment to excellence ensured that HenryFlow's MVP was not only functional but also delightful to use, setting the stage for its widespread adoption and success in the market.
Final Outcomes
Final Outcomes
I'm only able to share these designs at the moment due to certain company restrictions
I'm only able to share these designs at the moment due to certain company restrictions
Key learnings and takeaways
Key learnings and takeaways
— What did I learn?
— What did I learn?
1. Human-Centricity is Non-Negotiable: The success of a design doesn't lie in adherence to textbooks but in the ability to empathise and align with the users' journey.
1. Human-Centricity is Non-Negotiable: The success of a design doesn't lie in adherence to textbooks but in the ability to empathise and align with the users' journey.
2. Less Can Be More: This Project taught me how to be resourceful and creative, achieving impactful design outcomes even with limited resources.
2. Less Can Be More: This Project taught me how to be resourceful and creative, achieving impactful design outcomes even with limited resources.
3. Gut Feel Matters: While following design principles is important, trusting our design instincts and intuition also played a crucial role in making design decisions for HenryFlow.
3. Gut Feel Matters: While following design principles is important, trusting our design instincts and intuition also played a crucial role in making design decisions for HenryFlow.
4. User Perspectives: Users in this domain are time-conscious professionals with a demand for efficiency. By delving into their daily challenges through user interviews and research, we unearthed a fixed mental model that valued simplicity and intuitive interactions.
4. User Perspectives: Users in this domain are time-conscious professionals with a demand for efficiency. By delving into their daily challenges through user interviews and research, we unearthed a fixed mental model that valued simplicity and intuitive interactions.
5. Agile Collaboration: Collaboration played a pivotal role in HenryFlow's design journey. It wasn't just about working together; it was about recognising the power of diverse perspectives. Having a variety of voices at the table was what kept our ideas fresh and our innovation alive.
5. Agile Collaboration: Collaboration played a pivotal role in HenryFlow's design journey. It wasn't just about working together; it was about recognising the power of diverse perspectives. Having a variety of voices at the table was what kept our ideas fresh and our innovation alive.
Conclusion
Conclusion
— From Concept to Completion
— From Concept to Completion
The HenryFlow MVP design journey offered profound insights into user behaviours, highlighting the critical importance of a nuanced understanding of their needs.
The HenryFlow MVP design journey offered profound insights into user behaviours, highlighting the critical importance of a nuanced understanding of their needs.
The journey of designing HenryFlow's MVP was not without its challenges, but it was also a journey of immense learning and growth. From gaining a deeper understanding of user needs to embracing the iterative design process, every step of the way offered valuable lessons and insights that have shaped my approach to design.
The journey of designing HenryFlow's MVP was not without its challenges, but it was also a journey of immense learning and growth. From gaining a deeper understanding of user needs to embracing the iterative design process, every step of the way offered valuable lessons and insights that have shaped my approach to design.
As I reflect on this journey, I am reminded of the importance of empathy, agility, and a relentless pursuit of excellence in the design process. By staying true to these principles, I am confident that I can continue to drive success and deliver value in any design role I undertake.