Redesigning HiveSpark AI 2.0 - Marketing Process Management Platform
Marketers at high-tech startups struggled with fragmented workflows and inefficient manual processes. HiveSpark AI 1.0 no longer met evolving user needs, so I designed HiveSpark AI 2.0 with automation templates, centralized tracking, and smarter task management. This improved process efficiency by 50% with reduced manual effort.
My Role
Product Designer
Timeline
Jun - Oct 2024
Team
1 Product Manager 1 Product Designer 2 Software Engineers 2 Marketers
HiveSpark AI 1.0 Redesign: Evolving beyond content creation to process management
HiveSpark 1.0 Sales & Marketing Main page
Content creation for social media posts
Hirebeat is an AI-driven SaaS startup revolutionizing business efficiency with HiveSpark AI Copilot. HiveSpark AI 1.0 successfully automated content creation with ChatGPT API integration, helping over 500 users streamline marketing tasks with pre-built automation prompts.
Targeted Audience: Marketing Managers at High Tech Startups
However, users feedbacks demonstrated that marketing managers required convenient campaign process management, and smarter task tracking across multiple platforms.
“Features to manage the campaign process could be the icing on the cake!“
Alexander, Marketing Manager
“Adding multi-channel integrations could widen its appeal even more!”
Asher Bell, Marketing Manager
“It takes the lots of efforts to streamlines the whole campaign process.”
Laura Sato, Marketer Manager
“Workflow automation Tools like N8N and Zapier are too complex to use.”
Hurien Jessie, Marketing Manager
Previous Workflow & User Challenges
Marketers face inefficient setup, fragmented workflows, and poor AI task management, making it hard to manage multiple processes across platforms.
Here is a previous process management workflow, highlighting the challenges marketing managers faced:
Step 1: Process Setup
Build automation workflows using N8N, integrating Airtable and HiveSpark AI.
Manually setting up workflows for each platform is repetitive, and current tools like N8N are also complex and inefficient to use.
N8N automation workflow for social media post management
Step 2: Content Creation & Publishing
Users design platform strategies and defines content schedules in Aritable; Generate and publish post with HiveSpark AI.
Switching between multiple tools is time-consuming, and auto-published AI content lack proper review steps, making quality control challenging.
Airtable for data storage and post management & HiveSpark for AI-driven content creation
Users monitors AI execution, tracks process, post-performance, and refines strategies using Airtable, and N8N.
Step 3: Process Tracking & Optimization
Tracking multiple processes and AI activities in real time is difficult, making workflow optimization challenging.
Airtable for progress tracking and debugging & Notion for process management
How Might We optimize marketing process management through workflow automation and enhanced AI-human collaboration?
To address this challenge and define core product features, I facilitated several UX workshops to with key stakeholders, including product managers, engineers, and marketers to uncover insights, align on priorities, and structure the solution effectively.
To prepare the workshops, I conducted interviews with 3 users, performed a competitive analysis of tools like N8N, HubSpot and Zapier, and gathered industry insights on marketing automation.
Then I facilitated the Lightning Decision Jam workshop, where each participant listed pain points and voted on the most critical issues. Through this, we defined three actionable insights:
Accessible workflow automation: empower users with pre-built, customizable automation templates
Integrated Process Management: Unify process and task management in a single platform
Centralized Progress Tracking: Ensure real-time visibility into AI & manual workflows
Next, we used user flow mapping and whiteboard wireframing to define the platform structure of HiveSpark AI 2.0, and we aligned on two core flows:
1) Auto-workflow Creation → where users can quickly initiate new processes or launch campaigns with pre-built automation templates.
2) Process Management → helps users manage various processes and track both AI-driven and manual tasks efficiently.
Design Principles
Smart Automation for Efficiency: Accelerate workflow creation and management with pre-built automation templates, minimizing manual effort while allowing users to customize automation settings for specific process.
User-Controlled AI for Transparency: Enhance visibility and trust by providing trackable AI actions, reviewable tasks, and real-time status updates.
Accessible & Intuitive Auto-Workflows: Streamline workflow navigation with a user-friendly interface, clear process tracking, and guided automation setup, making it accessible for both junior and experienced marketers.
Process Creation
How Might We simplify marketing process setup, allowing users to create multiple workflows more efficiently?
Traditional Workflow
Manually setting up processes across multiple platforms
Complex tools make workflow automation time-consuming
Fragmented processes lead to inefficiencies and repetition
New Process Creation
Pre-built automation templates for streamlined setup
More accessible process setup with easy navigation
Grouped workflows to launch multiple processes at once
The Process Creation Flow simplifies marketing workflow setup by allowing users to build, customize, and launch multiple processes at once. Users start by selecting a pre-built automation template, defining the workflow scope, and choosing platforms and channels. They can customize automation workflows like AI-generated content and scheduling.
When designing the Process Creation Flow, one of the biggest design challenges was determining how users initiate a new process—where the creation feature should be placed to best balance efficiency and accessibility. Without a clear entry point, users struggled with process initiation, leading to frustration and inefficiencies. For the Process Creation Feature, I explored three different versions.
In the first version, I placed a universal “Create” button at the top of the interface, allowing users to initiate new processes from any page. This made navigation simpler and accelerated setup, ensuring users could create workflows quickly. While this version prioritized speed and accessibility, it emphasized content creation over process management.
Version 1: A Global Creation Button
In this version, the Creation Center is embedded within the marketing dashboard and is accessible via a pivot switch, allowing users to seamlessly toggle between process management and workflow creation. However, it may increase cognitive load for new users and introduce navigation friction, as some may prefer a separate space for process setup.
Version 2: Integrated Creation Center
Version 3: Guided Process Creation with Categorized Templates
This version enhances accessibility by centrally positioning process creation and organizing templates by workflow type and marketing channel. It offers a clear entry point, making setup intuitive and discoverable, especially for junior marketers who benefit from guided template selection. While it improves clarity, it may add extra steps for experienced users and risks template overload if not streamlined.
After discussions with the product manager, we aligned with engineering, marketing, and product teams to choose the best version for testing. Engineering assessed feasibility, marketing provided user insights, and the product team prioritized efficiency and usability. We selected version 3 for usability testing due to its categorized templates, which enhance accessibility while maintaining efficiency. Here are some user feedback on version 3:
Usability Testing
Final Design - Auto Process Creation
The final design enhances usability, efficiency, and AI transparency by refining key features based on users’ feedback. Key improvements include more intuitive Create buttons, clear AI-driven workflow indicators, and simplified template categories to reduce cognitive load.
Key Features
Auto Process Templates - Users can instantly choose from pre-built automation templates categorized by marketing needs.
Review & Customize Auto Workflow- Users can adjust AI-generated automation steps, modify parameters and fine-tune task execution.
Multi-Platform Automation – Users can initiate multiple processes simultaneously across different platforms.
AI-Powered Content Creation - Users can set platform-specific strategies to customize AI-generated content for different channels.
AI-Powered Process Creation
How Might We optimize process tracking and task review for better efficiency, quality control and human-AI collaboration?
Tracking & Task Management
Traditional Workflow
Difficult to track multiple process progress in real time
Lack of clear task prioritization & Limited visibility into AI execution
No structured review process for AI-generated content
New Process Management
Centralized Process Tracking all running workflows
Provides a unified view of task status and highlights urgent tasks
Real-time AI insights for task review & content refinement
The Process Management Flow enhances workflow visibility, task prioritization, and AI-human collaboration by providing a centralized system for managing both automated and manual tasks. Marketers can track progress more conveniently, review and refine AI-generated content, and manage and debug tasks in real-time.
Process management was a major challenge for marketers who needed to track AI-generated workflows, monitor task progress, and ensure seamless execution. Without a structured system, users struggled with visibility, unclear task prioritization, and inefficient workflow grouping, leading to delays and confusion.
To address this, I ideated different layouts, refined the information architecture, and integrated AI-driven insights to improve workflow organization. The goal was to enhance transparency, highlight urgent tasks, and streamline AI-human collaboration from the start, ensuring an intuitive and efficient process tracking system.
Version 1: Focused on step-by-step guidance but lacked visibility for tracking multiple workflows at once.
Version 2: Introduced a grouped workflow view to identify bottlenecks but lacked clear task statuses.
Version 3: Prioritized task status visibility but didn’t provide an overview of multiple workflows.
After evaluating three task management versions with the product team, engineers, and marketing stakeholders, we prioritized clarity, efficiency, and usability. While Version 2 improved multi-process tracking, usability testing revealed task prioritization issues. Version 3 was ultimately chosen for final testing as it provided clear task progress visibility, improved prioritization, and balanced both individual and multi-workflow tracking.
Usability Testing
After testing Version 2, I found users needed better task prioritization, clearer process-task distinction, and more flexibility for tracking single and multiple workflows. Therefore, I merged Version 2’s grouped process tracking with Version 3’s task status visibility, creating a dual-view system—Process View for overall workflow tracking and Status View for urgent task prioritization. This final design enhances AI task visibility, streamlines tracking and debugging, and provides an intuitive experience for marketers managing multiple workflows efficiently.
Final Design
Process Management - Enables users to track multiple workflows at once, organizing tasks into grouped processes for better efficiency.
Process Overview for High-Level Tracking - A dashboard-style view that presents real-time insights into all workflows and task completion rates.
Review and refine AI-generated contents with copilot insights and suggested improvements.
Process Management by status view - Displays task progress within a single process, allowing users to focus on specific workflows.
Task Details - Users can drill down into a specific process to review & refine tasks, AI execution details, and debug potential issues.
Content review in published format - Allows users to preview AI-generated content exactly as it will appear on different platforms
Streamlined Process Tracking & Task Management
To validate the MVP and guide the future development, I conducted the usability testing with four marketing managers from high-tech startups. The results reinforced my design approach and provided clear direction for future iterations, ensuring the platform evolves with user needs.
Strong Results:
Concept scored 4.0
User Experience 4.2, exceeding the 3.5 benchmark.
User Insights Shaping the Roadmap:
Customization Needs: Users wanted flexible workflows instead of relying on predefined templates.
Better Performance Tracking: Personalized metrics & KPIs were essential for meaningful success measurement.
Collaboration Features: Users need better team collaboration and task delegation.
Usability Testing & Future Plan
Impacts
Marketing process automation software market is expected to grow from $8B in 2025 to $18B by 2030
$10B Market Grow Opportunity
Efficiency for Marketing Teams
40-50% reduction in process setup; 10+ hours saved per week for a 4-member team
Scalable AI Process Management
HiveSpark 2.0 sets the foundation for future platform modules with long-term scalability.
Refelctions
This project deepened my appreciation for the complexity of B2B product design, where strategic decisions should balance user needs with intricate business logic. Turning fragmented, manual workflows into intuitive experiences wasn’t just a design challenge—it required uncovering how users think and work, while also aligning with operational goals and stakeholder priorities. It reminded me that impactful design in enterprise contexts is as much about analysis and systems thinking as it is about empathy and iteration.
I also found that transparency and control are non-negotiable when working with AI. To build trust, users need visibility into how automation works and the ability to adjust it—AI should feel like a partner, not a black box.
Reflecting on the broader impact, I saw how the future of intelligent marketing hinges on fluid collaboration between humans and AI. The goal isn’t just complete tasks with AI—it’s empowering users to make more confident, strategic decisions with the support of intelligent systems.
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