AI Workflows

Problem space
Workflows serve as a crucial advantage for businesses aiming to deliver a quick and seamless customer experience—but it takes a lot of time and expertise to build workflows quickly.

Solution opportunity

Incorporate AI into the Workflow creation process to minimize the time required for manual setup of workflows.

Role

Design lead

Responsibilities

E2E design & polish

Team

Product, AI, Eng

Duration

Nov 2023 & Dec 2024

Full Experience

Ai Workflow Creation—Go from one prompt to full production-ready workflows ready to publish.

Ai Workflow Creation—Go from one prompt to full production-ready workflows ready to publish.

Key Screens

Empty Canvas—Providing options for users to get started quickly.

Empty Canvas—Providing options for users to get started quickly.

Blank canvas with options to choose from before prompting AI to create a Workflow

Ai Workflow Prompt—Writing a prompt to generate a workflow in seconds. Also providing some examples that users can copy/paste to give it a test run.

Ai Workflow Prompt—Writing a prompt to generate a workflow in seconds. Also providing some examples that users can copy/paste to give it a test run.

Blank canvas with options to choose from before prompting AI to create a Workflow

Full Generated Workflow—Entire workflow with every detail automatically filled out, ready to publish.

Full Generated Workflow—Entire workflow with every detail automatically filled out, ready to publish.

Post Launch Polish

Edit with AI and version control—Need changes? Keep prompting. Need to revert? Restore previous versions.

This was a follow-up ship after launching in EAP and is still crawling at the moment.

Edit with AI and version control—Need changes? Keep prompting. Need to revert? Restore previous versions.

This was a follow-up ship after launching in EAP and is still crawling at the moment.

Impact

AI Workflows was Dialpad's 2023 Hackathon "Best Overall" winner out of 200+ project submissions.


Winning best overall meant that this feature would jump to the front of priorities for the next few quarters to ship fully to production. However, we ran into a lot of challenges and priority shifts that delayed the full release. This feature is now in Beta in the hands of a few key customers that are helping us get it right providing real-life business cases before a GA release.

  • Workflows ARR Since Beta release

    $2M+

    This feature has helped Dialpad Sales team secure over $2 million since its Beta release in February 2025. Though it's not available for all customers, demos include commitment to deliver this within FY26.

  • Ai Worfklows Generated

    50+

    Over 50 Workflows have been generated by our internal AI LLM from real customers. This is helping us improve the accuracy and efficiency of this feature.

  • Customers signed up to Beta

    70+

    While only a select few have access to this feature, we have over 70 customers requesting access. Only a few can be added per quarter.

Workflows ARR Since Beta release

$2M+

This feature has helped Dialpad Sales team secure over $2 million since its Beta release in February 2025. Though it's not available for all customers, demos include commitment to deliver this within FY26.

Ai Worfklows Generated

50+

Over 50 Workflows have been generated by our internal AI LLM from real customers. This is helping us improve the accuracy and efficiency of this feature.

Customers signed up to Beta

70+

While only a select few have access to this feature, we have over 70 customers requesting access. Only a few can be added per quarter.

Bonus

The video below was created for our company Hackathon to showcase the feature in action. With less than a day and no prior editing experience, I produced the story while the team built the feature in under a week (crazy). The version shown here includes early, scrappy designs built on our previous system and branding. Since then, I’ve refined the experience and led efforts to update legacy code, resulting in the polished design improvements shown above.

I can't believe you guys did this in one week. This is a no-brainer type of winner. We must put this in the hands of our customers yesterday.

Brian Peterson, CTO & Co-Founder, Dialpad.

All metric data has been rounded to protect confidential information.

Learnings

Though the outcome seems very quick and easy, it took a lot of iteration and failed ideas to land here. This was part of a week-long hackathon where we wanted to finally accomplish integrating Ai into this feature. Truly amazing what one can do in one week of full focus.


While we used the week to design an MVP and actually ship something useable, I had prepped for weeks leading up to this and I continued to work on the design after we submitted the project.


This has allowed me to revisit previous decisions made and critique my own work, helping me improve my craft while also improving the overall experience for the end users. 

Though the outcome seems very quick and easy, it took a lot of iteration and failed ideas to land here. This was part of a week-long hackathon where we wanted to finally accomplish integrating Ai into this feature. Truly amazing what one can do in one week of full focus.


While we used the week to design an MVP and actually ship something useable, I had prepped for weeks leading up to this and I continued to work on the design after we submitted the project.


This has allowed me to revisit previous decisions made and critique my own work, helping me improve my craft while also improving the overall experience for the end users. 

Previous project

Next project

Contact

This is a preview of the final deliverables & impact—wanna see the full case study? Let's chat.

paolojduarte@gmail.com

3605607013

LinkedIn

© All rights reserved 2025 - Paolo J Duarte

Previous project

Next project

Contact

This is a preview of the final deliverables & impact—wanna see the full case study? Let's chat.

paolojduarte@gmail.com

3605607013

LinkedIn

© All rights reserved 2025 - Paolo J Duarte
Previous project
Next project

Contact

This is a preview of the final deliverables & impact—wanna see the full case study? Let's chat.

paolojduarte@gmail.com

3605607013

LinkedIn

© All rights reserved 2025 - Paolo J Duarte

paolojduarte

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