Jotform Works
Growth Tools UI & Flow Generator
Growth-focused UI systems and an automated flow generator built at Jotform.
Designing and shipping two growth products from research to production within a four-person Growth Tools squad®.
Flow Generator Research, Product Direction & Iteration
Flow Generator was conceived as a free entry point into Jotform Workflows: a lightweight tool that could provide immediate value while creating a natural path toward the core product. Before designing the experience, I benchmarked diagramming platforms and flow-generation tools to understand their interaction models, navigation patterns, and supported diagram types. I found that many alternatives focused on a limited set of diagram formats, which led me to explore a more flexible, all-in-one approach where users could generate different types of flows within a single experience.
I designed 11 product screens and a responsive landing page across desktop and mobile. The first version focused on making diagram creation simple and direct, but the product evolved continuously through mentor feedback, stakeholder input, and weekly design reviews with Jotform’s wider design team. A conversational assistant was introduced to create a more guided generation experience, while the original fixed top navigation was redesigned into a collapsible structure to reduce visual clutter and give users more working space. Internal feedback also revealed additional customization needs, which were incorporated into later iterations.
Store Creator Designing the Path from Free Value to Product Adoption
Store Creator followed a similar growth-product strategy. The experience allowed users to create and customize a digital menu or store experience for free, while publishing and deeper customization connected naturally to Jotform’s broader commerce ecosystem. Because I could not find a close external equivalent with the same product model, I studied Jotform App Builder, Store Builder, and comparable marketplace experiences to understand existing interaction patterns and identify the lowest-friction path between free creation and continued product use.
I designed six core product pages, a responsive landing page, and an additional marketing landing-page concept. Customization was intentionally introduced early in the experience so users could shape the result around their own content and visual preferences before reaching the publishing stage. Internal testing and team feedback helped expand those customization options and refine the overall flow.
Across both products, I worked as the product designer in a four-person Growth Tools squad alongside backend, frontend, and UI developers. I prepared production-ready Figma files using components, Auto Layout, responsive breakpoints, existing Jotform design-system patterns, and design annotations for handoff. I also participated in weekly mentor feedback sessions and Wednesday design reviews with the broader design team, iterating continuously until the products were ready for release.
Beyond the core interfaces, I delivered 26 Google Workspace Marketplace assets, four motion assets, and five product logos within the same 3.5-month period. The Flow Generator and Store Creator product work, landing pages, and launch assets were shipped; the additional marketing landing-page exploration was the only concept that was not released.
Role / Team
Product / UX Designer · 4-Person Growth Tools Squad
Timeline / Status
3.5 Months · Shipped to Production
