Experienced Senior Product Designer with 8+ years in SaaS and low-code platforms, blending user-centered design with scalable systems and team leadership. Skilled at driving product growth through strategic collaboration and delivering 40%+ user engagement gains across platforms. Known for unifying design vision with business goals to create innovative, user-focused solutions and build cohesive, high-performing teaming a major career achievement in user engagement improvement by 30%.

Redesigned the mobile user flows and optimized the user journey for a taxi mobile application, enhancing overall usability and engagement. Introduced comprehensive user personas and journey mapping, which contributed to a more targeted design process and a 15% uplift in user satisfaction scores.

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This case study documents the redesign of Kissflow's App Builder, a low-code application development platform. The project aimed to enhance the user experience for enterprise customers by providing them with greater control over UI customization and a more intuitive design workflow.

Kissflow's App Builder, while functional, was struggling to meet the needs of enterprise customers. The existing UI customization options were limited, making it difficult for IT developers to build applications that aligned with brand guidelines and met the specific requirements of enterprise solutions. Additionally, the user interface was not intuitive, leading to frustration and decreased engagement among users.

User research revealed a significant gap in user satisfaction. Enterprise customers expressed frustration with the lack of customization options and the cumbersome design workflow. They felt limited in their ability to create visually appealing and brand-consistent applications. This lack of customization was also hindering the adoption of the platform by developers, who found it difficult to build applications that met their specific needs.

The problem was significant because it was negatively impacting Kissflow's brand perception and hindering its ability to compete in the enterprise market. Limited customization options led to customer dissatisfaction and reduced revenue. It was crucial to address these issues to ensure the long-term success of Kissflow's App Builder.

User research was conducted through a combination of interviews, surveys, and usability tests. We identified user personas and narrowed them down to IT developers and Citizen developers. Conducted user interviews with IT and business teams of existing customers and a few prospects to understand their pain points with the current app builder.

Competitive Analysis Competitive analysis was conducted to understand the features and functionality of other low-code application development platforms. Platforms like Mendix, Outsystems, Power Apps, Retool etc were thoroughly tried and tested to derive inspiration.

The broader key findings included: Users desired a more intuitive and visual design workflow that made it easier to create and customize pages. They wanted greater control over UI elements, such as colors, fonts, and layout. Users expressed the need for pre-built templates and components to speed up the design process and maintain consistency. They also wanted more guidance and support during the design process.

These personas helped us understand the needs and pain points of our target audience and inform our design decisions.

The primary objective of the redesign was to empower enterprise customers with the ability to create highly customizable applications that align with their brand guidelines and specific requirements.

The brainstorming process involved ideation sessions with the design team and key stakeholders. We used techniques like mind mapping and sketching to explore different concepts and design ideas.&nbsp;

We explored several concepts, including: 

We tested these concepts with users through wireframing and prototyping. We received valuable feedback that helped us refine our designs and prioritize key features.

The design process involved creating information architecture, wireframes, prototypes, and UI designs. The wireframing stage focused on defining the layout and flow of the interface, while the prototyping stage allowed us to test the user experience and gather feedback.

The UI design was guided by Kissflow's brand guidelines and user feedback. We focused on creating a clean, modern, and intuitive interface that was easy to navigate. The UI design process included:

One of the main challenges was balancing simplicity with flexibility. We wanted to make the App Builder intuitive for non-technical users while providing advanced customization options for developers.

Another challenge was ensuring design consistency across the platform, as we were also revamping the design system at the time. We overcame this challenge by collaborating closely with the design system team, making sure the new components and visual elements integrated seamlessly with the overall design system.

We addressed this challenge by implementing a modular design system that offered progressive disclosure. Users could start with a simple setup and access more advanced options as they gained confidence.

The redesigned App Builder launched successfully and received positive feedback from both users and stakeholders. The new design delivered on its objectives, empowering enterprise customers with greater control over UI customization and providing a more intuitive design workflow.

The redesigned App Builder demonstrated the following outcomes:

The redesign of Kissflow's App Builder significantly enhanced the user experience, empowering enterprise customers to create customized applications with ease. Key outcomes included increased user engagement, higher task completion rates, improved feature adoption, and stronger user retention. Moving forward, we will continuously monitor user feedback and iterate on the design to further enhance the App Builder’s capabilities.

This case study explores the redesign of Kissflow's App Builder, focusing on improving UI customization and user experience for enterprise customers, ultimately leading to increased user engagement and business growth.

Kissflow App Builder Revamp: Enhancing UI/UX Customization for Enterprise Users

The Spark: A Simple Idea, A Big Possibility

In the ever-expanding world of AI, it’s hard to ignore the buzz. Everywhere you look, products are integrating AI—whether it's a chatbot that helps answer questions or smart tools that automate daily tasks. At Kissflow, where the mission is to simplify complex workflows, the question naturally emerged:

Why can’t workflow creation be as easy as having a conversation?

It was a simple thought but packed with potential. The current reality for many Kissflow users is that creating workflows often involves technical steps, requiring input from IT experts or workflow specialists. Customers depend on others to set up their processes, leading to delays and frustration.

We asked ourselves, "What if users could just… chat their workflows into existence?" The idea was compelling: a conversation, not a configuration. That’s when Kissflow’s AI journey began.

Many Kissflow users, particularly citizen developers, struggled with the complexity of traditional workflow creation methods. They needed external support, faced difficulties understanding different workflow modules, and lacked intuitive tools for managing tasks and priorities. This led to decreased productivity and a barrier to effective workflow management. We observed that users spent significant time navigating complex menus and forms, leading to frustration and delays. User feedback consistently highlighted the need for a more intuitive and user-friendly approach.

Meet Ravi, a manager at a mid-sized company, who’s just been handed the task of creating a vendor approval process. Ravi isn’t a developer, and while Kissflow's low-code tools are user-friendly, he still finds himself lost in the options. He needs to:

Frustrated, Ravi thought, “Why does this feel so hard? Why can’t I just tell the system what I need?” He isn’t alone. Many users, like Ravi, need help navigating the nuances of workflow creation. This dependency slows down productivity and makes workflow creation feel like a chore.

The Vision: A Chat That Builds Workflows for You

Our primary objective was to create an AI-powered chatbot, Kissflow Assist, that would simplify workflow creation and management for citizen developers. This involved making the process more conversational and intuitive, reducing the need for technical expertise. Our success metrics included: a high user adoption rate, significant reduction in task completion time, high accuracy of AI responses, and positive user satisfaction scores gathered through surveys and feedback analysis. Come to the story now:&nbsp; Now, picture this: Ravi opens Kissflow, types into a chat box, “I need a vendor approval workflow with three levels of approval,” and within seconds, the AI—Kissflow Assist—responds:“Got it! Let’s set up a vendor approval process. Who should approve at each level?”

Ravi replies, “Level 1: Finance, Level 2: Procurement, Level 3: CEO.”

This is the power of Kissflow’s AI vision—a tool that listens, understands, and builds with you.

Our research included analyzing user behavior patterns and how users naturally phrased their workflow requests. We observed common patterns like "Create a leave request workflow" or "Show me overdue tasks." We created user personas representing different levels of technical expertise within the citizen developer group. This informed our design decisions to ensure inclusivity and ease of use for all user segments. We also conducted competitive analysis of similar AI-powered workflow solutions to identify best practices and areas for innovation. Lets see few scenario's.&nbsp; Scenario 1: Finding Overdue Tasks It’s Monday morning, and Priya is already feeling behind. She types into the AI chat, “What tasks are overdue?”

Within seconds, Kissflow Assist responds:“You have 5 overdue tasks. The most urgent one is updating the sales report, due two days ago.”

Priya breathes a sigh of relief. No digging through task lists—just instant clarity.

Scenario 2: Prioritizing Work with EaseArjun, a project manager, needs to focus on high-priority tasks. He types, “Show me my high-priority tasks.”

The AI instantly filters and displays only the critical tasks, helping Arjun focus on what truly matters.

Scenario 3: Generating Reports in a FlashSitting in a meeting, Kavita is asked about the sales performance in the USA compared to other regions. She quickly types, “Show me the sales report for the USA.”

Kissflow Assist responds with the latest data, saving Kavita from scrambling for answers.

Right now, this AI-powered vision is still taking shape. We’re exploring, experimenting, and learning. We’ve identified key scenarios where conversational AI can have the most impact, like searching for overdue tasks, generating reports, and marking tasks complete—all from a simple chat.

The team is listening closely to users, refining designs, and testing interactions to make sure this isn’t just another AI feature—it’s the one that changes the game.

A key challenge was accurately interpreting user intent, as users may phrase their requests in various ways. We addressed this by employing advanced natural language processing techniques and training the AI model on a wide range of user inputs. Another challenge involved balancing simplicity with the complexity of workflow creation. To mitigate this, we prioritized common use cases, such as creating simple approval workflows, and gradually expanding the AI's capabilities to support more complex scenarios.

Kissflow Assist is a user-friendly AI chatbot that simplifies workflow management within the Kissflow platform. It allows citizen developers to create and manage workflows via natural language commands.&nbsp; We plan to gather comprehensive user feedback after the official launch to continuously improve the AI's performance and capabilities.

Empowering Everyone, No Matter Their Skills

What excites us most is the potential impact:

Imagine a world where anyone—no matter their technical expertise—can build the workflows they need, simply by chatting. That’s the future Kissflow is creating, and we’re just getting started.

Kissflow’s journey into AI isn’t just about following trends; it’s about solving real problems with simple, human solutions. By transforming workflow creation into a chat-based experience, we’re making the complex problem in a simple solutions, empowering users to build, manage, and thrive—one conversation at a time.

Kissflow’s AI-powered chat enables users to create workflows effortlessly through conversation—no technical skills needed, just simple, intuitive interaction.

 Workflow Creation with AI in Kissflow

Design Leadership Initiative: Elevating Innovation&nbsp; through Thought Jams

At Kissflow, fostering a culture of continuous learning, collaboration, and innovation is not just a goal—it’s a necessity. To achieve this, I spearheaded Thought Jams, a monthly Design Day initiative aimed at empowering our team of over 20 designers. This initiative transformed the way we approach design, encouraging cross-functional collaboration and embracing cutting-edge industry practices.

Objective: Building a Culture of Continuous Growth

Our primary goal was to push the boundaries of design excellence by creating a space for knowledge sharing, where designers could engage with industry experts, explore emerging trends, and exchange innovative ideas. The initiative focused on three key pillars:

The speaker sessions have been incredibly insightful, offering a glimpse into the innovative practices of designers from other organizations. We learned numerous tricks and techniques that can be applied daily, along with discussions on the transformative impact of AI on our industry. Key takeaways included effective management and collaboration with peers, stakeholders, and teams. As designers, we must work closely with product managers, acting as visionaries and navigators. Several compelling ideas were pitched, such as improving cross-functional communication, leveraging AI for enhanced user experiences, and adopting agile methodologies to streamline our design process. These sessions have truly enriched our approach to design and collaboration.

Thought Jam Series:&nbsp;Curated monthly sessions featuring renowned guest speakers like Prabhagaran (Prob G) and Bonie from Adobe.

AI Integration in Design:&nbsp;Inspired by the speaker sessions, we began incorporating AI-driven solutions to enhance user experience, personalize interactions, and streamline the design process through automation

Agile Design Methodologies: Adopted agile practices that significantly improved our team’s ability to iterate quickly and efficiently, resulting in faster delivery and more user-centered designs.

Insights from Kissflow’s Design Day Sessions

I led 'Thought Jam,' a monthly design series, fostering creativity through knowledge sharing, empowering the team to push design boundaries and enhance UX

Thought Jams For Designers

Sachin is my go-to person whenever I need innovative solutions. I have had the pleasure of working closely with Sachin, a truly exceptional Product Designer who has been a strong pillar of our design team. 

His passion, hard work, and high level of persistence are evident in every task he undertakes. Sachin consistently demonstrates a remarkable sense of ownership, taking full responsibility for the design process from start to end. 

His UI design skills are outstanding, and his designs never fail to impress. Sachin's strength is ability to create visually stunning, user-friendly interfaces and also in his extreme research skills and deep product knowledge. I’m really happy to work with him.

Bala Murugan

I've had the pleasure of working with Sachin for nearly five years, and he has become a key member of our design team. We first collaborated on the integration module, and now, with the larger 'Apps' module, his contributions remain invaluable. Sachin has grown tremendously in product design, demonstrating a deep commitment to research and problem-solving. His ability to analyze challenges from multiple angles ensures well-rounded, impactful solutions. His work on the Apps module has been impressive, significantly enhancing the product experience and leaving a lasting impact on both the team and the product.

Selvam sanakaran

Sachin Raj is an exceptional Senior Product Designer known for his dedication, strategic vision, and creativity. His ability to align design with business goals has led to a 40% increase in user engagement at Kissflow. Sachin’s redesign of the low-code platform and optimization of the design system have greatly improved usability and consistency, reducing component redundancy by 30%. Beyond design, he’s a mentor who develops team skills in user research, prototyping, and strategic design thinking, raising team output quality by 25%. Through his leadership of the "Thought Jam" series, he fosters a culture of knowledge-sharing and innovation, making him a valuable asset to any team.

Parthasarathy

I've had the pleasure of working with Sachin for nearly 6 years, and he's made a strong impact on our team. When he joined, he was new to SaaS, workflow software, and the design field, but he quickly adapted, showing a genuine eagerness to learn and contribute.

Sachin excels in visual design, creating beautiful and modern solutions, with the page builder at Kissflow as a standout example. He’s receptive to feedback, viewing it as a key to growth, and is proactive in seeking out new challenges rather than waiting for them. His approachable nature and positive relationships with colleagues make him a valuable team member. It’s been a privilege working with Sachin, and I wish him continued success!

Hi! I'm Sachin, Senior product Designer