Revamping the insights & troubleshooting experience for higher product retention and fewer support tickets.
Everything everywhere, all at once
In Pendula, Flow Activity is where users troubleshoot their workflows: who succeeded, who failed, and why.
The existing solution made it almost impossible to coherently piece together a customer journey. So, I redesigned it from the ground up.
Pendula is a B2B SaaS customer engagement platform. Non-technical marketers can build smart, personalised workflows with integrations—think complex cross-sells campaigns, or even a scheduled offer based on the recipient's eligibility.
The results
The redesigned Flow Activity meant self-service troubleshooting became genuinely viable.
100% adoption rate
Every customer using Pendula now uses the new Flow Activity.
20% reduction in support tickets
related to flow troubleshooting.
10x faster performance
Queries that previously timed out now load in 10 seconds or less.
Customers finally had the insights and reporting they'd been asking for—insights that were impossible to get from the old tool. Marketers can now answer their own questions, understand their campaigns, and iterate faster without waiting on support.
So how did we get there?
Research: Users want a story, not a data dump
From the beginning, we ran user interviews to surface primary problems:
Users want a story, not a list
Users need to quickly see flow results without a huge cognitive load.Insights need to be glanceable
At big volumes, granular details reveal very little.Users want to be self-sufficient
Easy troubleshooting, without reliance on external/internal teams.
The previous state: an anonymised list of events with no narrative thread. Simple formatting errors were escalated straight to the support team because of its technical wording.
UI concepts
Prototyping with real customers shaped the final design
Tasking a tester to filter information on a granular level. Information was revealed through progressive disclosure and visual cues. It worked a charm!
Running high-fidelity prototype tests with customers helped shaped the MVP. From there, I worked with the Engineering team from scoping to feature release, ensuring the core problem is addressed whilst sensibly balanced technical limitations and potential tech debt.
The solution: a contextual, intuitive troubleshooting experience
A completely revamped experience for viewing flow activity in Pendula was released.
High level performance statistics
Pulse-check, troubleshoot and optimise flows with statistics at a glance.
Visually track performance
View tallies at the end of each flow path.
Click on any activity in the Experience explorer to view detailed information.
Understand every customer decision
Using specific search parameters, drill down unique experiences using the Experience Explorer.
View an experience's entire journey in a timeline view. Quickly identify why an experience failed or errored.
Results
This insights reporting tool had undergone a significant transformation - on a qualitative level:
Increased the perceived product value through easy-to-understand metrics
Increased usability with progressive disclosure in an appropriate context
Increased self-sufficiency troubleshoot with better error messages, ultimately reducing customer team support requests.
20% reduction in support tickets
related to flow troubleshooting.
100% adoption rate
Every customer using Pendula now uses the new Flow Activity.
10x faster performance
Queries that previously timed out now load in 10 seconds or less.
"With this new functionality, we can quickly see the total count of the response. This is very helpful in terms of tracking the campaign effectiveness."
– Leading education software
Pendula was acquired in August 2025.
My role
skills
Product design
User research
Data visualisation
Tools
Figma
Storybook
Chromatic
Team
Lead product designer (me!)
4 engineers
1 engineering manager
1 product manager