Expedia : Usability Testing
Role :
UI/UX Designer
Duration:
3 Months
Industry :
Context
B2B sales teams deal with thousands of accounts and leads, but not every account is worth pursuing.
Sales reps need to research companies, identify the right contacts, validate ICP fit, find relevant buying signals, and decide who to reach out to all while keeping their CRM and sales processes up to date. Users could accomplish sophisticated tasks, but getting to the right feature often required understanding Evergrowth's internal terminology, navigating through several layers of the product, and understanding dependencies between different modules.
This created a fundamental product challenge:
Where I Came in :
As Evergrowth evolved into a more powerful GTM workspace, the growing number of features, workflows, and data points also made the product increasingly complex.
Rather than immediately redesigning the existing interface, I started by trying to understand how people actually experienced the platform. I conducted discovery interviews with internal users, power users, stakeholders, and existing clients, alongside a review of the existing product.
The goal was to identify recurring friction across the platform and understand which problems had the greatest impact on users.
Discovery Findings :
The platform lacked a clear mental model
Users frequently struggled to understand how different areas of Evergrowth were connected, particularly within the Agent Training Center. Feature placement, navigation, and terminology often made it unclear where to go next.
Users needed a faster path to value
Users wanted to spend less time figuring out the platform and more time getting their work done. Repetitive tasks and scattered entry points made onboarding and everyday workflows more time-consuming than necessary.
Powerful workflows came with unnecessary friction
Users relied heavily on agents, research, and workflows, but several processes required too many steps or an understanding of underlying system dependencies. There was also a need for better visibility and feedback around AI-generated outputs.
At the same time, stakeholders wanted users to have more visibility into how agents were performing and a way to provide feedback on their outputs.
This revealed two related opportunities: simplify complex workflows and create a continuous feedback loop for AI-generated outputs.
From Feedback to Action :
I consolidated the findings into a module-level UX audit, prioritizing each issue by severity and defining a proposed direction for improvement.
The priorities then shaped the redesign roadmap across information architecture, onboarding, core workflows, AI interactions, and the design system
Design Challenge 01 : Improving Overall Navigation
The revised architecture also established a clearer distinction between global navigation and contextual actions. Platform-wide elements remained in the global navigation, while primary actions specific to a module were moved into that module's own interface.
I also introduced a dedicated Agents module, bringing all 13 AI agents into one centralized space. Users could now discover and access the appropriate agent based on their goal without switching between different modules.
Design Challenge 02 : Reducing Onboarding Time for New Users
This meant users could understand the platform fundamentals and begin prospecting sooner, while customer-facing teams could spend less time on repetitive onboarding and more time supporting and working with additional clients.
Design Challenge 03 : Introducing In-App Feedback for Continuous AI Improvement
Design Challenge 04 : Making Workflow Automation More Flexible
The new builder introduced:
Drag-and-drop workflow creation for easier configuration.
Explicit dependency messaging to explain when additional agents were required and why.
Conditional logic to support more flexible workflows.
Agents and actions as modular building blocks.
Impact
~50% Fewer Onboarding Sessions
Reduced the sessions required to onboard users by approximately half through a clearer information architecture and reorganized module structure.
60-80% Reduction in UX Support Tickets
Weekly UX-related tickets dropped from 5–6 to 1–2 following the product improvements.
2M+ Agent Runs every Month
After centralizing 13 agents into a dedicated Agent Workspace, the platform recorded 2M+ agent runs per month.
Beyond the redesign
Alongside restructuring the platform's information architecture and core workflows, I also contributed to several foundational product experiences that expanded the platform's capabilities.
