The Challenge: Simplifying Complex Automation

When I joined Invevo, one of the biggest opportunities we identified was the lack of flexible, user-friendly automation for finance professionals. Our users were juggling recurring manual tasks—sending email reminders, creating internal tasks, chasing late payments—that could easily be automated, but the tools available to them were either overly rigid or technically inaccessible.

Enter Flow: a vision to empower users to create both basic and advanced automations without needing to touch code. Think drag-and-drop steps, conditional logic, scheduling—designed for finance teams, not developers.

My Role

As Lead Designer, I spearheaded Flow’s concept, execution, and delivery. This wasn’t just about crafting a feature—it was about orchestrating across departments:

• Design Team Leadership: I mentored our design team, ensuring consistency and usability across not only Flow but also the other features (tasks, emails, reports) that interconnected with it.

• Engineering Collaboration: I worked closely with engineers, translating the big ideas into realistic, buildable components based on both technical feasibility and sprint capacity.

• Go-to-Market Strategy Alignment: I partnered with marketing to map user stories into clear value propositions, ensuring that we could communicate Flow's benefits to customers in a way that resonated.

Project Summary

• A automated flow.

• A strategy and process for communication and creating a vision which incorporated both user feedback, research and business goals.

• Deadlines which corresponded with our go to market strategy.

Metrics

• A decrease in demo time from 1hr to 20mins.

• Flows created increase