This project focused on improving a complex enterprise communication system through human-centered product design, service workflow mapping, and scalable design systems. TouchLogic is an enterprise platform for creating and managing IVR/SMS campaigns. I led the redesign of a 20-page platform to improve usability and engagement for enterprise clients including Bell Canada and Toronto Hydro.
Quick Info
Project: Enterprise Communication Platform UX & Service Design
Role: UX / Product Designer (Human-Centered Design Focus)
Client: TouchLogic Corporation (Enterprise SaaS)
Industry: Enterprise SaaS / Customer Communication Systems
Responsibilities: UX research, service workflow mapping, information architecture, wireframing, prototyping, UI system design, stakeholder facilitation
Tools: Figma, Adobe XD, Miro, Adobe Illustrator
Timeline: 2016
Location: Richmond Hill, Ontario
The Challenge:
The platform was complex and underutilized. Users struggled with navigation, workflow clarity, and task completion efficiency.
Focus Areas:
- Multi-channel communication workflows (SMS, IVR, Email, Payments)
- Enterprise user experience optimization
- Service journey mapping & systems thinking
- Design system development for scalable product growth
- Information architecture & navigation redesign
Outcome:
~50% increase in post-launch engagement through improved workflow clarity, simplified task flows, and a scalable, system-based UX redesign
Context
TouchLogic Corporation — SaaS Product Redesign
TouchLogic is an enterprise communication platform used to manage multi-channel customer interactions including SMS, voice (IVR), email, and payment notifications. I led the redesign of a complex 20-page product experience used by enterprise clients such as Bell Canada and Toronto Hydro.
My role focused on improving usability, reducing workflow friction, and creating a scalable design system that aligned product, service, and user needs.
Role
UX / Product Designer (Human-Centered Design Focus)
Scope
- UX research & stakeholder interviews
- Information architecture redesign
- Workflow mapping (end-to-end service journeys)
- Wireframes & interactive prototyping
- UI system design (modular component structure)
- Product + website redesign alignment
The Challenge
The platform supported powerful enterprise communication workflows, but the experience did not reflect user needs or mental models.
Key issues included:
- Fragmented workflows across multi-channel campaign creation
- High cognitive load due to complex navigation structures
- Lack of clarity in system hierarchy and task prioritization
- Onboarding friction for new enterprise users
- Inconsistent UI patterns across product surfaces
As a result, users experienced inefficiencies in completing core tasks, and adoption of advanced features was limited.
Human-Centered Design Approach
I approached this as a service and system experience problem, not just a UI redesign.
1. Research & System Understanding
- Conducted on-site stakeholder interviews and workflow observation sessions
- Mapped end-to-end user journeys across communication channels
- Identified friction points in campaign creation, scheduling, and monitoring
- Analyzed enterprise SaaS interaction patterns for benchmarking
2. Journey & Information Architecture Redesign
- Reframed navigation around user tasks rather than system features
- Reorganized structure into:
- Dashboard
- Campaigns
- Templates
- Analytics
- Settings
- Reduced cognitive load by simplifying decision paths in multi-step workflows
3. Service Workflow Mapping
- Created abstracted journey flows for:
- Multi-channel campaign creation
- Notification orchestration
- Payment communication flows
- Identified breakdowns between system logic and user expectations
4. Prototyping & Iteration
- Designed wireframes and high-fidelity prototypes in iterative cycles
- Facilitated stakeholder feedback sessions to validate usability improvements
- Refined interaction patterns based on real operational constraints
5. Design System Development
- Created modular UI system to ensure consistency across product surfaces:
- Typography hierarchy
- Component-based button system
- Status and feedback indicators
- Scalable layout structure for enterprise expansion
The Solution
The redesigned experience introduced a clearer, more human-centered structure for enterprise communication workflows.
Key improvements included:
- Simplified multi-channel campaign workflows with reduced decision steps
- Improved navigation clarity through task-based architecture
- Unified design system enabling consistent scaling across product modules
- More intuitive onboarding flow for enterprise users
- Improved alignment between product logic and user mental models
Impact
- ~50% increase in post-launch engagement across enterprise workflows
- ~30% reduction in steps required to complete campaign creation
- Improved task clarity and reduced user error rates in multi-step processes
- Increased usability and discoverability of advanced platform features
- Established scalable design system later referenced across other enterprise product
Screenshots of the internal product cannot be displayed due to confidentiality. Abstracted wireframes demonstrate UX improvements.
Reflection
This project reinforced my approach to design as systems thinking applied to human problems, not just interface design.
It required balancing:
- User needs (clarity, simplicity, efficiency)
- Business constraints (enterprise complexity, compliance, scalability)
- Technical systems (multi-channel communication architecture)
The outcome was a more coherent product experience where workflows, structure, and interface design aligned to support real-world operational use.