Loopio

A screenshot of Loopio’s  homepage  describing the product’s primary value prop (website designed by Loopio’s web designer and marketing team).

A screenshot of Loopio’s homepage describing the product’s primary value prop (website designed by Loopio’s web designer and marketing team).


Loopio is a B2B SaaS platform that enables customers to automate their RFP responses. Customers love it, and it changes their work lives, everyday.

I was the lead designer of an agile product team focused on building features for one of Loopio’s product portfolios.

Feature design process

  • Interview customers to understand their workflow, Jobs to be Done, and pain points

  • Interview colleagues in Support and Customer Success to understand their perspective of the problem area and learn more about what customers are currently doing in the product

  • Sketch out the customer journey through the full task flow

  • Collaborate with developers to understand technical constraints, any complexity, possibilities and effort needed, given scope

  • Design charettes to explore different concepts

  • Design layouts and prototypes in Sketch and Invision

  • Lead workshops with colleagues to get their feedback on designs

  • Show prototypes to customers to validate designs and get feedback, test on colleagues in person

  • Collaborate with developers to execute designs

Feature design examples

Library Quickstart

  • Designed the flow and interactions for customers to import content into their library from Word files

  • Designed batch action interactions to enable customers to categorize and tag their content, so that they can search and automate answering RFP projects.

Data Visualizations 


  • Designed interactive tools to surface data for project owners to see their project’s progress toward completion, so that they know if a project is on track or behind, and can take action.

  • Redesigned the Reports page so customers get the data they need on their projects at a glance

Expand functionality to enable multiple validation answers

  • Designed the project flow and interactions for customers to import Excel files with complex matrices of validation dropdown answers, so that they can answer them and export their RFP back to the same file.

Additional design projects

  • Heuristic audit of Loopio’s atomic design structure, research and decisions about interim improvements to Loopio’s design patterns (both interaction and visual design)

  • Refined button design patterns

  • Explored typographic scale for new design system

  • Collaborative design charrettes to map customer journey and explore redesign of a major platform portfolio

  • Led two “Discovery Weeks” — mini-sprint design thinking workshops for colleagues from other departments who were interested in learning about the UX design process