Drip: Native & Third Party Integrations

Enhanced management of integrations

Redesigned Drip’s integration experience to streamline setup, enhance data clarity, and elevate user confidence across e-commerce platforms.

Client

Drip

Services

Visual Design UI & UX Design

Industries

Marketing Technology

Date

January 2025

Problem

Drip’s Workflow Builder lacked key usability, extensibility, and collaboration features, which limited both individual marketer efficiency and team-wide transparency. Users had no native way to annotate or summarize Workflows, making it difficult to document decisions, share context, or maintain automations over time.

These limitations led to confusing editing experiences, underutilized features, and workflow confusion, especially for teams working asynchronously or returning to legacy automations without clear documentation.

Target Audience

This project focused on improving the experience for:

Marketers using Drip Workflows as their primary automation tool.
Teams and agencies co-managing client accounts who needed reliable internal documentation for audits and handoffs.
Organizations undergoing transitions, where marketing operations were shifting to new team members.
New Drip users navigating or editing existing automations for the first time.

Across these groups, users needed better visibility, clearer communication tools, and preserved context to effectively manage and scale their automations.

Solution

To address these challenges, I redesigned the Workflow Builder experience to support clarity, collaboration, and long-term maintainability. The new design introduced in-line annotation and note features, allowing users to document logic, share reasoning, and highlight important details directly within their workflows.

I also explored workflow summaries and visual metadata, giving users at-a-glance insight into an automation’s purpose, complexity, and performance. These features helped teams quickly onboard to existing workflows and reduced confusion during reviews or edits.

To improve team collaboration, I proposed contextual commenting and ownership indicators, enabling multiple contributors to coordinate changes and maintain visibility into who made updates and why.

Collectively, these enhancements transformed the Workflow Builder into a more transparent, collaborative, and scalable tool, empowering marketers and teams to work more efficiently—whether building new automations or maintaining long-standing ones.