Datamorf

Datamorf is a SaaS product focused on automation and orchestration of marketing and sales operations. It provides a workflow builders to mapout the full data process for non-technical teams.

Web App Redesign

Product/UX Lead Designer

2025

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Goals & Objectives

Datamorf Website

Datamorf’s web application had been developed by a technical team without dedicated design support. While functionally powerful, the interface lacked consistency and clarity — especially in its core feature: the workflow builder.

The main challenge was to redesign the workflow builder so that non-technical marketers and sales teams could confidently create automation flows without feeling overwhelmed.

Key objectives:

  • Simplify complex automation logic

  • Improve usability for non-technical users

  • Establish visual and interaction consistency

  • Build a scalable design system

  • Create a cohesive product experience

Research

Datamorf Website

The product operates in a highly technical automation space, but its primary users are marketers and sales teams — not developers.

To bridge this gap, I focused on:

  • Competitive analysis of automation and workflow tools

  • Usability study with user interviews

  • Identifying friction points in the workflow creation process

  • Mapping user journeys for non-technical personas

The key insight: users didn’t struggle with features — they struggled with structure and cognitive overload.

The redesign needed to make automation feel visual, logical, and approachable.

Prototype

Datamorf Website

The workflow builder became the central focus of the redesign.

I redesigned:

  • Node structures and connections

  • Action blocks and triggers

  • Navigation logic of the features within the builder (test mode, playground, history,…)

Wireframes evolved into interactive high-fidelity prototypes in Figma, allowing us to simulate real workflow creation scenarios.

The goal was to ensure users could build flows intuitively, without needing technical knowledge.

Visual Guide

Datamorf Website

To ensure consistency across the platform, I developed:

  • A structured sticker sheet in Figma

  • A scalable design system

  • Repeatable UI patterns

  • Clear color logic for states and actions

  • Consistent spacing and typography rules

This created coherence and reduced cognitive friction.

Final Design

Datamorf Website

The final deliverable was a fully interactive Figma prototype covering the complete workflow builder experience and core product flows.

The redesign transformed the builder from a technically functional tool into a visually structured, user-friendly system tailored for non-technical teams.

Because the target users were non-technical, I initially designed a highly visual and simplified workflow experience.

However, once all features were integrated and tested with users, it became clear that over-simplification reduced accessibility to key functionalities. We refined the design to strike a balance, keeping the interface intuitive while ensuring essential features remained easily accessible.

This iteration reinforced that true usability isn’t about removing complexity, but about structuring it clearly.

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