Maya Zakin

All projects

Maya Zakin

All projects

Maya Zakin

All projects

WORKFLOW ENGIENE

Enabling teams to build complex media workflows through configuration instead of custom development

ROLE

Lead Product Designer, simplifying complex workflows at scale

SCOPE

UX Strategy, Information Architecture, Interaction Design

Context

TL:DR

As WSC expanded its enterprise offering, customer requirements became increasingly complex and diverse. Supporting these needs through custom development created long delivery cycles and increased dependency on engineering.The project focused on rethinking how workflows were created and managed to enable greater scalability and faster customer adaptation.

Challenge

The goal was to transform a highly technical capability into an intuitive no-code experience.

Workflow configuration involved technical concepts such as nodes, variables, conditions, and system logic, all of which needed to work together within a single, easy-to-understand experience.

The challenge wasn’t only enabling automation - it was making a flexible system feel approachable.

Research & insight

Insight 01

One workflow couldn't fit every customer

One workflow couldn’t fit every customer

Each customer had unique workflow requirements, making a one-size-fits-all approach impossible.

Before

Custom solutions

Customer A

↓

Custom workflow

Customer A

Customer B

↓

Custom workflow

Customer B

Customer C

↓

Custom workflow

Customer C

After

Reusable building blocks

Node A

Node B

Node C

↓

Customer A

Customer B

Customer C

Insight 02

Powerful workflows needed to feel simple

Users weren't writing code, they were configuring business logic.
The experience needed to support advanced workflow capabilities without exposing the underlying technical complexity.

Users weren’t writing code, they were configuring business logic.
The experience needed to support advanced workflow capabilities while keeping users focused on the task at hand.

Design decisions

Designing for the full workflow lifecycle

The experience needed to support more than just building workflows, users needed to create, run, monitor, and manage them across different levels of complexity.

Decisions 01

Focus on the flow

The workflow canvas became the primary workspace for building and understanding the overall process.

WHY?

Users needed to see how different steps connect and how the workflow behaves as a whole, without being overwhelmed by the complexity of each individual step.