Flow SaaS Platform
A design system used by 40+ engineers. A dashboard that makes complex data feel simple.
The
Brief.
Flow Systems had a product that worked — their analytics platform was technically superior to the competition. But the interface had been built by engineers for engineers, and it showed. Onboarding took 3 weeks. Support tickets were dominated by "how do I find X." Churn was concentrated in the first 30 days. The product needed a complete UX overhaul without breaking the workflows of the power users who depended on it.
“Redesigning a product that 500 active teams depend on is a different problem from building something new. Every change has a cost — relearning, workflow disruption, the psychological friction of things being different. We had to make the product dramatically better while making it feel like a natural evolution, not a replacement.”
Jobs-to-be-Done Research
We ran a 4-week JTBD research program — 60 user interviews, session recordings analysis, and a survey of churned users. The finding: 80% of users needed 20% of the features. The other 80% of features were creating noise that obscured the core value.
Progressive Disclosure Architecture
We redesigned the information architecture around progressive disclosure — the most common tasks are immediately visible, advanced features are one click away, and power-user features are accessible but not prominent. The same data, radically different presentation.
Design System at Scale
With 40+ engineers contributing to the codebase, inconsistency was inevitable without a shared system. We built a comprehensive design system — 200+ components, documented in Storybook, with automated visual regression testing to catch drift.