Case Study

HuLoop Automation (AI)

HuLoop is an AI-powered work optimization platform that helps organizations automate and streamline business operations. Its core capabilities include productivity discovery (analyzing workflows to spot inefficiencies), work orchestration (coordinating human tasks with fewer errors), process automation via intelligent software agents, and agentic operations for autonomous goal-based AI agent.

Outcome: +23% client renewals and +17% new sales after the redesign, alongside product, sales and engineering.

My Role

I ran product design end to end as the lead designer: scoping, interviews with users and stakeholders, usability testing, and close work with product, engineering and other teams. I also ran usability audits and led remediation for VPAT compliance.

The Challenge

HuLoop's platform UI was fragmented and overcomplicated, and disjointed workflows created steep learning curves for clients. This directly increased customer onboarding times and risked churn in key accounts.

The Solution

I led months of in-depth user research to understand how the platform was actually being used, and where it fell short. This included remapping and simplifying user flows, conducting user interviews, and working directly with SMEs and automation engineers to observe firsthand how they engaged with, and avoided, parts of the application. From these insights, I built user personas and documented pain points and opportunities that guided the team's development priorities.

To tackle these challenges, I established a collaborative cross-functional feedback loop to balance rapid engineering sprint cycles with deep user testing validation. The result was a smooth rollout; clients felt engaged in the redesign process and enthusiastic about a long-overdue update to the platform.

The Result

Designed a scalable, accessible design system that unified a disparate multi-product suite. This created reusable components across complex UIs (like the Form Builder and Reporting Dashboards), ensuring future features could be deployed with minimal engineering overhead. The new experience introduced various dashboards with actionable intelligence, built for both automation engineers and business users overseeing their digital workforce. These enhancements contributed to a 23% increase in client renewals and 17% growth in new sales, alongside product, sales and engineering.