www.intellimorph.com
Established a Well-Defined UX Maturity Framework from the Ground Up in One Year
Product Designer
Introduction
• Intellimorph delivers digital transformation with extensive experience in robotic automation projects.
• Proven expertise in some of the largest automation programmes across Europe and various sectors.
• Now expanding into advanced AI to enhance workforce capabilities and drive greater efficiency.
• Focused on increasing productivity through intelligent, scalable solutions.
The Challenge
First and sole product designer joining tech-focused team
• No UX-driven approach
• Inconsistent UI
• Feature-driven focus
I turned the company’s UX approach into a core part of our decision-making, by
• Fostering collaboration.
• Shifting focus from features to outcomes.
• Aligning our strategy with business goals and client needs.
• Set the stage for sustainable growth.
Identifying Core Problems
90%
Support Calls
From clients struggling
with product setup
30%
Engineering Time
Spent on irrelevant or overly
client-specific improvements.
30%
Losing significant deals
unappealing UI and
a disjointed experience.
Building UX Foundation
Building Trust and Understanding the Landscape
I began by conducting 1:1 meetings across departments to uncover cross-functional insights. This helped establish trust and surfaced shared recognition of the need for:
• Improved user experience.
• Consistent design standards.
• Deeper user insights.
Key Observations:
• Customer Support: Overwhelmed with slow, disorganized tools 25+ tabs just to support one issue.
• Marketing & Client Teams: Excessive product customisation caused internal complexity and confusion.
Quick UX Wins: Proving Value Early
I conducted a heuristic evaluation to identify and fix high-impact, low-effort UX issues like:
• Poor error messaging.
• Inconsistent behaviours and UI patterns.
This not only improved usability but also highlighted the urgent need for a design system.
Creating a Shared UX Vision
The company’s vague vision and mission were contributing to misalignment. I worked with leadership to:
• Redefine the vision and mission.
• Anchor goals around user-centric outcomes.
Aligning Strategy to Execution
To operationalise this shift, I developed a high-level framework connecting:
• Vision → Strategy → Process → Delivery
This structured, outcome-driven workflow became the foundation for future design and product efforts.
Design Process and User Research
Getting Started with Design
To make user experience a core part of our workflow, I facilitated company wide UX sessions focused on
• Emphasizing a flexible and responsive approach to design.
• Demonstrating how design thinking principles benefit everyone — not just designers.
• Introducing a simple UX scorecard to measure the impact of our design decisions.
Measuring Success
I quickly discovered that we weren’t effectively measuring success. The existing dashboard showed only basic, poorly defined metrics like:
• Active users
• Active accounts
• Time spent per page
Inspired by Spotify’s Design Team, I introduced a lightweight scorecard to track:
• Prototype performance during user testing.
• Viability metrics after release.
This laid the foundation for data-informed UX decisions.
Score card
Understanding Our Users
While the marketing team had created proto-personas, we needed deeper, validated insights. I championed user research through interviews and coached team members on translating feedback into actionable improvements.
This led to:
• A clear understanding of our target audience’s needs, goals, and pain points.
• The customer support team gaining skills and confidence to conduct user interviews independently.
James Oliver
Junior Software Engineer with a focus on AI/ML data quality
🎯 Goals
Accurately review and validate AI-extracted data
Ensure high-quality annotations to improve model performance
Meet weekly annotation quotas without compromising quality
🧩 Responsibilities
Navigate the document queue and review AI-tagged fields
Approve, reject, or correct data annotations
Flag unusual document types or issues for escalation
💡 Pain Points
Limited visibility into annotation progress or context
Repetitive manual edits due to underperforming models
No quick access to annotation guidelines
Jonathan Reeves
Mid-level Product Manager with experience in automation systems
🎯 Goals
Configure, test, and maintain annotation workflows
Manage task assignments and monitor data processing pipelines
Optimize data flow for timely project delivery
🧩 Responsibilities
Create and update workflows and task automation
Assign annotation sets to users
Ensure the correct routing of documents for review
💡 Pain Points
Complexity when updating workflows without breaking others
Lack of real-time feedback on annotation quality
Communication gap between annotators and model engineers
Oliver Grant
Head of Platform Engineering (System Admin)
🎯 Goals
Maintain full system security, performance, and scalability
Oversee platform uptime and integrity
Support automation and AI capabilities with infrastructure
🧩 Responsibilities
Full access to server and system-level configurations
Monitor logs, troubleshoot issues, and provision resources
Manage backups, data integrity, and compliance
💡 Pain Points
High-pressure troubleshooting under system failure
Ensuring platform changes don’t interrupt services
Balancing innovation with system stability
User Personas
Shifting to Outcome Oriented Planning
Assessing the Status Quo
We reviewed our existing roadmap and identified several challenges:
• Lack of clarity on user and client impact.
• Misalignment with overall strategy.
• No long-term vision or prioritization.
Switching to User Centered Design
We restructured our planning process around User-Centered Design, embedding user validation into our strategic core. This shift helped:
• Keep the focus on real user needs during decision-making.
• Clearly communicate goals to stakeholders, developers, and cross-functional teams.
• Prioritize high-value features based on user motivations and goals.
• Foster empathy by encouraging teams to think through user perspectives.
Workflow Models
Pipelines
User Profiles:
• Annotator: A user of Intellimorph with access to the document queue but is disallowed from modifying the workflow settings.
• Workflow Admin: A user of Intellimorph with the adility to modify workflow settings.
• System Admin: A Intellimorph employee with root access.
User Mappings
Translating Strategy into Action
One of the biggest challenges was converting existing backlog items into this new user focused model. To simplify this transition:
• We discarded items that didn’t align with the product strategy or user needs.
• Remaining items were redefined and handed off to the product manager for prioritization.
• Prioritize high-value features based on user motivations and goals.
• Foster empathy by encouraging teams to think through user perspectives.
Developing a Design System for Consistency and Efficiency
After five months and one major product improvement, I fully immersed myself in UI design and began laying the foundation for a cohesive design system.
Core Elements Introduced:
• A consistent colour palette, typography, grid system, and iconography.
• A shared library of essential UI components (buttons, inputs, navigation, etc.)
To ensure cross-product consistency, I began implementing Version 2 UI foundations across all our products. This involved creating and applying reusable components that aligned with the new design system standards.
Challenges of Implementing a New Design System & Complete UI Redesign
Redesigning the UI while introducing a design system and upgrading code created multiple challenges:
• Ensuring minimal disruption to existing UX and workflows.
• Coordinating the design system rollout alongside a codebase upgrade.
• Managing resources, timelines, and delivery across teams.
Phased Rollout Strategy
To manage risk and ensure adoption:
• We implemented the design system in phases.
• Collaborated closely with the tech team for smooth integration.
• Ran a beta testing program to gather feedback and refine before full rollout.
• As part of this transformation, we also developed a mobile application to extend accessibility and improve real-time interaction for end users, reinforcing a holistic UX strategy across both web and mobile platforms.
This careful planning helped reduce resistance and allowed us to iterate with real user input.
www.intellimorph.com
Established a Well-Defined UX Maturity Framework from the Ground Up in One Year
Product Designer
Introduction
• Intellimorph delivers digital transformation with extensive experience in robotic automation projects.
• Proven expertise in some of the largest automation programmes across Europe and various sectors.
• Now expanding into advanced AI to enhance workforce capabilities and drive greater efficiency.
• Focused on increasing productivity through intelligent, scalable solutions.
The Challenge
First and sole product designer joining tech-focused team
• No UX-driven approach
• Inconsistent UI
• Feature-driven focus
I turned the company’s UX approach into a core part of our decision-making, by
• Fostering collaboration.
• Shifting focus from features to outcomes.
• Aligning our strategy with business goals and client needs.
• Set the stage for sustainable growth.
Identifying Core Problems
90%
Support Calls
From clients struggling
with product setup
30%
Engineering Time
Spent on irrelevant or overly
client-specific improvements.
30%
Losing significant deals
unappealing UI and
a disjointed experience.
Building UX Foundation
Building Trust and Understanding the Landscape
I began by conducting 1:1 meetings across departments to uncover cross-functional insights. This helped establish trust and surfaced shared recognition of the need for:
• Improved user experience.
• Consistent design standards.
• Deeper user insights.
Key Observations:
• Customer Support: Overwhelmed with slow, disorganized tools 25+ tabs just to support one issue.
• Marketing & Client Teams: Excessive product customisation caused internal complexity and confusion.
Quick UX Wins: Proving Value Early
I conducted a heuristic evaluation to identify and fix high-impact, low-effort UX issues like:
• Poor error messaging.
• Inconsistent behaviours and UI patterns.
This not only improved usability but also highlighted the urgent need for a design system.
Creating a Shared UX Vision
The company’s vague vision and mission were contributing to misalignment. I worked with leadership to:
• Redefine the vision and mission.
• Anchor goals around user-centric outcomes.
Aligning Strategy to Execution
To operationalise this shift, I developed a high-level framework connecting:
• Vision → Strategy → Process → Delivery
This structured, outcome-driven workflow became the foundation for future design and product efforts.
Design Process and User Research
Getting Started with Design
To make user experience a core part of our workflow, I facilitated company wide UX sessions focused on
• Emphasizing a flexible and responsive approach to design.
• Demonstrating how design thinking principles benefit everyone — not just designers.
• Introducing a simple UX scorecard to measure the impact of our design decisions.
Measuring Success
I quickly discovered that we weren’t effectively measuring success. The existing dashboard showed only basic, poorly defined metrics like:
• Active users
• Active accounts
• Time spent per page
Inspired by Spotify’s Design Team, I introduced a lightweight scorecard to track:
• Prototype performance during user testing.
• Viability metrics after release.
This laid the foundation for data-informed UX decisions.
Score card
Understanding Our Users
While the marketing team had created proto-personas, we needed deeper, validated insights. I championed user research through interviews and coached team members on translating feedback into actionable improvements.
This led to:
• A clear understanding of our target audience’s needs, goals, and pain points.
• The customer support team gaining skills and confidence to conduct user interviews independently.
James Oliver
Junior Software Engineer with a focus on AI/ML data quality
🎯 Goals
Accurately review and validate AI-extracted data
Ensure high-quality annotations to improve model performance
Meet weekly annotation quotas without compromising quality
🧩 Responsibilities
Navigate the document queue and review AI-tagged fields
Approve, reject, or correct data annotations
Flag unusual document types or issues for escalation
💡 Pain Points
Limited visibility into annotation progress or context
Repetitive manual edits due to underperforming models
No quick access to annotation guidelines
Jonathan Reeves
Mid-level Product Manager with experience in automation systems
🎯 Goals
Configure, test, and maintain annotation workflows
Manage task assignments and monitor data processing pipelines
Optimize data flow for timely project delivery
🧩 Responsibilities
Create and update workflows and task automation
Assign annotation sets to users
Ensure the correct routing of documents for review
💡 Pain Points
Complexity when updating workflows without breaking others
Lack of real-time feedback on annotation quality
Communication gap between annotators and model engineers
Oliver Grant
Head of Platform Engineering (System Admin)
🎯 Goals
Maintain full system security, performance, and scalability
Oversee platform uptime and integrity
Support automation and AI capabilities with infrastructure
🧩 Responsibilities
Full access to server and system-level configurations
Monitor logs, troubleshoot issues, and provision resources
Manage backups, data integrity, and compliance
💡 Pain Points
High-pressure troubleshooting under system failure
Ensuring platform changes don’t interrupt services
Balancing innovation with system stability
User Personas
Shifting to Outcome Oriented Planning
Assessing the Status Quo
We reviewed our existing roadmap and identified several challenges:
• Lack of clarity on user and client impact.
• Misalignment with overall strategy.
• No long-term vision or prioritization.
Switching to User Centered Design
We restructured our planning process around User-Centered Design, embedding user validation into our strategic core. This shift helped:
• Keep the focus on real user needs during decision-making.
• Clearly communicate goals to stakeholders, developers, and cross-functional teams.
• Prioritize high-value features based on user motivations and goals.
• Foster empathy by encouraging teams to think through user perspectives.
Workflow Models
Pipelines
User Profiles:
• Annotator: A user of Intellimorph with access to the document queue but is disallowed from modifying the workflow settings.
• Workflow Admin: A user of Intellimorph with the adility to modify workflow settings.
• System Admin: A Intellimorph employee with root access.
User Mappings
Translating Strategy into Action
One of the biggest challenges was converting existing backlog items into this new user focused model. To simplify this transition:
• We discarded items that didn’t align with the product strategy or user needs.
• Remaining items were redefined and handed off to the product manager for prioritization.
• Prioritize high-value features based on user motivations and goals.
• Foster empathy by encouraging teams to think through user perspectives.
Developing a Design System for Consistency and Efficiency
After five months and one major product improvement, I fully immersed myself in UI design and began laying the foundation for a cohesive design system.
Core Elements Introduced:
• A consistent colour palette, typography, grid system, and iconography.
• A shared library of essential UI components (buttons, inputs, navigation, etc.)
To ensure cross-product consistency, I began implementing Version 2 UI foundations across all our products. This involved creating and applying reusable components that aligned with the new design system standards.
Challenges of Implementing a New Design System & Complete UI Redesign
Redesigning the UI while introducing a design system and upgrading code created multiple challenges:
• Ensuring minimal disruption to existing UX and workflows.
• Coordinating the design system rollout alongside a codebase upgrade.
• Managing resources, timelines, and delivery across teams.
Phased Rollout Strategy
To manage risk and ensure adoption:
• We implemented the design system in phases.
• Collaborated closely with the tech team for smooth integration.
• Ran a beta testing program to gather feedback and refine before full rollout.
• As part of this transformation, we also developed a mobile application to extend accessibility and improve real-time interaction for end users, reinforcing a holistic UX strategy across both web and mobile platforms.
This careful planning helped reduce resistance and allowed us to iterate with real user input.
Let's work together
Let's work together
I’m open to remote positions. Also, feel free to reach me if you need a hand on your side / open source project. I would love to connect with you.Let's build something awesome together, Say hi!
I’m open to remote positions. Also, feel free to reach me if you need a hand on your side / open source project. I would love to connect with you.Let's build something awesome together, Say hi!
uderandi1221@gmail.com
uderandi1221@gmail.com
© All Rights reserved by Erandi Attanayake
© All Rights reserved by Erandi Attanayake