In addition to the issues in userflow, journey and workflow, the original interface presented everything at once, with no tips, no guidance, and no clear entry point.
First-time users didn’t know what went where. Even experienced users often relied on internal hand-holding.
Made the journey guided, not open-ended
Added onboarding for new users.
Designed a linear - unified flow with strategic points of access with clear, progressive steps
(Brand → Number → Campaign)
Rebuilt the forms with embedded support
Used grouped sections with microcopy, examples, and validation cues.
Streamlined the visual and information hierarchy
Added in-line prompts for IDs, formats etc
Integrated number selection
Let users select or purchase numbers while setting up a campaign. No switching tabs or copying details
Built an approval tracker
Users could now monitor the approval status of campaigns in real time, and plan next steps accordingly
Designed a dynamic traffic dashboard
At the end of setup, users landed on a dashboard showing all their brands, campaigns, traffic levels, statuses, and quick access to manage each flow
Reimagined everything under Cisco’s Momentum Design System
Restructured layouts, cleaned up the IA and built to scale across CPaaS
Click through and interact with the live prototype here to experience the changes in UI and experience
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Solution
I reframed the experience from the ground up.
Instead of fixing scattered parts, I reimagined the entire campaign setup as one journey, with clear chapters, contextual help, and embedded intelligence.
Here’s what I did:
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Process
User research, IA & User journey, Wireframes, Usability testing, Iterations
Home
Work
Resume
Contact
User research
User Interviews & Competitor Analysis.
UX Strategy
Information Architecture, User flow.
MVP
Wireframes and feedback.
UI Testing & Iterations
Feedback on user interface and redesign.
Web application | Dashboard, feature showcase | B2B, SaaS, CPaaS, Enterprise
7 min read
Redesigned a disconnected campaign setup experience into a single guided flow that reduced user confusion, improved visibility, flow continuity, and increased task completion.
My role
👨🏻💻 IC product designer
🚀 Led strategy, flows, system thinking, interface design, and testing
👥 Collaborated with product and dev teams
Solution
Designed an end-to-end experience that brought three disconnected flows into one connected workflow, with step-by-step guidance, more visibility, clear validation, and real-time feedback.
Impact/Results
✅ Reduced Task completion time
🔎 Improved visibility
📉 Reduced confusion & errors
🧠 Reduced cognitive load
📊 Improved campaign ROI
Back to work
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Business challenge
The business challenge was to increase the adoption, accuracy, and usability of a critical compliance workflow, while reducing support load and unlocking visibility for both users and internal teams.
The fragmented setup created:
Slow activation and onboarding
Missed revenue from dormant or unmonitored campaigns
Poor perception of the platform’s reliability and scalability
Problem
Users needed to complete three separate workflows - purchasing a number, registering a brand, and creating a campaign to activate messaging capabilities. Each of these steps lived in disconnected parts of the platform or external systems, with no unified flow, no clear guidance, and no visibility into status or progress.
This fragmentation created a frustrating experience, and the users didn’t know:
Where to start ?
What inputs were required at each step ?
Why things failed or got stuck ?
How their campaigns were performing after setup ?
Context
Setting up a campaign in Webex Connect was never one flow.
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Impact
✅ Task Completion Time
Reduced by over 50% for end-to-end brand and campaign setup
🔍 Visibility
Campaign status tracking, dashboard view eliminated follow-up cycles and internal hand-offs
📉 Confusion & Errors
Support requests related to setup dropped significantly post-release
🧠 Cognitive Load
Guided flow reduced guesswork and improved confidence for first-time users
📊 Campaign ROI
Teams used the dashboard to identify low-performing campaigns, saving thousands in untracked traffic
My philosophy
This project reminded me that the biggest usability issues often aren’t technical, they’re structural.
People weren’t failing to complete tasks because the system was broken.
They were failing because it didn’t explain itself, didn’t guide them, and didn’t speak in their language.
Good design doesn’t just remove steps.
It makes users feel in control, step by step, without having to ask for help.
Check out other projects at cisco
Checkout other work
Designing for clarity, impact and scale.
Available for full-time roles, collaborations, or a quick chat over coffee.
2025
Sarat Chandra Addepalli
Designed in California with
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⛰️
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