Information
Technology
US
background
Software Funnels was conceived as an all-in-one workflow platform, bringing together project management, task tracking, and support tools into a single system designed to serve teams with diverse roles and needs. The ambition was to replace fragmented toolchains with a unified environment capable of adapting to different workflows.
As the product evolved, its expanding feature set began to work against usability. Powerful capabilities existed, but they were difficult to discover and use effectively due to the lack of a clear structural foundation. The goal of this project was to restore clarity by understanding stakeholder expectations, identifying hidden usability issues, and reshaping the system around clear mental models that make complexity intentional and manageable.
design role
I led the end-to-end redesign of Software Funnels, focusing on transforming a feature-heavy product into a system that users could actually understand and rely on. The work started with stakeholder conversations and user interviews to uncover where and why people struggled, and to identify which parts of the product carried real value versus accidental complexity.
From there, I restructured the core UX, translated insights into interaction patterns and wireframes, and validated decisions through usability testing and live feedback. The goal was not to simplify the product by removing power, but to give that power a clear structure that supports different workflows without overwhelming users.
Role:
Lead Product Designer
Focus:
UX Strategy, Information Architecture, Interaction Design, Usability Testing
Design direction
Early user conversations revealed that Software Funnels felt fragmented despite its power. Users struggled to understand how features connected, often feeling as though they were switching between unrelated tools rather than working within a single system.
The design direction focused on restoring clarity through hierarchy and consistency. Existing functionality was reorganized around intent, predictable patterns were introduced across pages, and navigation was redesigned to be learned once and reused everywhere reducing cognitive load without sacrificing flexibility.
Competitor research and usability testing confirmed the approach. By unifying workflows instead of adding new features, the product shifted from a collection of tools into a cohesive platform that felt structured, understandable, and easier to operate at scale.
Key interfaces
Projects act as containers for teams, tasks, and client activity. The structure allows users to switch context quickly without losing orientation, making it easier to manage multiple initiatives in parallel.
Tasks are organized by status and priority, giving teams a clear overview of what needs attention, what’s in progress, and what’s completed. Workflows remain flexible and are defined by admins rather than enforced by rigid system rules.
A centralized ticket list enables teams to process incoming requests efficiently. Tickets can be filtered, updated in bulk, and reassigned across teams, helping reduce response times and operational friction.
Built-in messaging removes the need for external tools. Users can communicate with teammates or clients, organize conversations into groups, and quickly search past discussions or shared files.
Built-in messaging removes the need for external tools. Users can communicate with teammates or clients, organize conversations into groups, and quickly search past discussions or shared files.
outcome
Following the redesign, additional usability testing was conducted with both returning and new participants to validate the changes. The results confirmed a significant improvement in clarity, efficiency, and overall user confidence.
95% of users immediately understood the purpose of each page
Users found key actions and settings 3.2x faster
89% appreciated update notifications paired with short, contextual guidance
97% valued complex workflows being broken into clear, manageable steps
Lindsay
product owner
