Agentic
Workflows
Problem space
Workflows (AKA IVR Workflows) define how customers communicate with a business. Every phone call or digital chat runs through a workflow built by someone on the team. Creating them takes technical skill, time, and responsibility from end users. On top of that, it requires significant engineering resources to provide native workflows rather than outsourcing.
Solution opportunity
Introduce a Workflows feature within Dialpad’s product suite that makes building and managing workflows simple. With AI-powered tools, designers can create workflows quickly, make them accessible to AI agents, and deliver a seamless customer experience without heavy technical lift.
Role
Design lead
Responsibilities
E2E design & polish
Team
Product, AI, Eng
Duration
Ongoing
Main Experience
Impact
Workflows are one of Dialpad’s biggest revenue drivers, generating over $20M ARR in 2024. Beyond revenue, adoption and engagement have surged as we’ve continued to expand the experience with new capabilities.
Monthly sessions grew from ~390k in December 2023, to nearly 3M by December 2024. With AI implementation underway, we expect adoption to climb even higher.
Workflows used to be tough to sell with the old version. Since the new design updates, it's become a cheat code in sales calls.
Craig Feldman, Sr Principal AE, Dialpad.
All metric data has been rounded to protect confidential information.
Learnings
The most impactful project of my career.
I had to learn quickly to get up to speed with the complexity of Workflows. Research was challenging—there weren’t many real-world examples to reference, and customer conversations often turned into long lists of feature requests.
High visibility and high expectations.
Because this project had so much executive visibility at Dialpad, I learned to communicate more effectively and secure buy-in. That alignment helped us prioritize ease of experience over simply shipping something that “just works.”
A project I’m proud to lead.
Given the impact Workflows have on businesses, this remains the project I’m most proud of—one I was trusted to lead starting in late 2022 and continue to drive forward today in mid-2025.