Zendesk Action builder
From concept to MVP in 5 months
2024 - Ongoing
Action Builder is a no-code workflow tool, similar to Zapier, designed to help Zendesk administrators create flexible, multi-step automations. It was a rare opportunity to build a brand-new product inside a large org, and we had just six months to go from idea to Early Access launch.
As lead designer, I helped shape the direction from day one. I was already familiar with the space after participating in a multi-month audit of potential platforms to acquire or partner with, which gave me a clear view of the landscape. I created blueprint wireframes and used a process I call scaffolding to map out core screens and components early, providing product and engineering a clear foundation to build upon. Within weeks, we expanded from a single designer to a full team and aligned with over 40 stakeholders across product, engineering, and leadership.
We focused on strategic admins: technically inclined users who either built or inherited complex customer service workflows. My goal was to move fast without cutting corners, prioritizing early alignment, high-touch collaboration, and proactive documentation to keep everyone on the same page as things evolved. In just 77 working days, we went from scaffolding to high-fidelity design and engineering. We launched on time in April. Since then, over 150 customers have signed up, and the product continues to grow.
Zendesk Admin center homepage
Vision work + interactive concept prototype
2021–2022 (revisited in 2025)
The Admin Center homepage has always been valuable real estate, but it never had a clear owner or team. I led early discovery in 2021, starting with strategy workshops across all Admin product areas. We mapped 150+ jobs-to-be-done and surfaced clear themes: system health, visibility, training, and in-product guidance.
I shaped the direction through research, stakeholder alignment, and design studio workshops. The concept that emerged: a customizable homepage built from widgets, each surfacing high-level, actionable information for Zendesk admins.
In 2022, I continued the work solo with no PM support. I designed the first prototype using blueprint wireframes, then tested it with five key customers (Canva, Netflix, GitHub, Universal Music, and more). Feedback was overwhelmingly positive. I translated that into high-fidelity designs and shared the work with Zendesk’s Head of Design, it was met with strong internal support and continues to be referenced as a north star.
Recently, I brought the concept back to life using Figma Make to build a live prototype. The interactivity has made the value of the homepage much clearer and helped communicate the original vision: a customizable, extensible space that gives admins a real-time view of system health, configuration, and day-to-day decision making.
