Product Activation Workflow - 93% Faster
3 months → 1 week activation time
Problem
Customers were waiting 3 months to activate products, with a complex, manual activation process that required extensive support and coordination. The activation workflow had many manual steps that could be automated, and customers couldn't self-serve activation. How might we redesign the activation workflow to reduce time-to-value while enabling self-service?
What I did
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Redesigned the product activation workflow, reducing activation time from 3 months to 1 week (93% reduction)
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Automated 80% of activation steps that were previously manual, reducing dependency on support teams
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Created self-service workflows that enabled customers to activate products independently
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Designed streamlined processes with clear progress indicators and automated validation
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Improved customer time-to-value by reducing wait times and enabling faster product usage
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Conducted user research to understand activation pain points and optimize the workflow
My key contribution
Redesigned the product activation workflow, reducing activation time by 93% through automation and streamlined processes.
Highlight:
I redesigned the product activation workflow from the ground up, automating 80% of manual steps and creating self-service workflows. By streamlining processes and reducing wait times, I reduced activation time from 3 months to 1 week (93% reduction) and significantly improved customer time-to-value.
Results & Impact
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93% reduction in activation time (3 months → 1 week)
- ✅
80% of activation steps now automated
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Significant improvement in customer time-to-value
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Reduced support burden for activation processes
Overview
Redesigned product activation workflow to reduce time from 3 months to 1 week through automation and streamlined processes. Focused on automating manual steps, creating self-service workflows, and improving customer time-to-value.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Booking.com.
How might we redesign the activation workflow to reduce time-to-value while enabling self-service?
How I structured the problem space to guide design decisions
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speed through automation and streamlined processes
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self-service through clear workflows and guidance
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efficiency through reducing manual steps
Using workflow analysis and user research, I identified that the key was automating routine steps while providing clear guidance for steps that required customer input.
Information Architecture
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Designing modular, scalable components that integrate across the product ecosystem
Approach
Benefits
- •Reduces technical debt through reusable components
- •Enables faster iterations and scalability
- •Creates enterprise-scale solutions
Navigating complexity through cross-functional collaboration
I worked closely with product managers to understand activation requirements, with engineers to design automation and validation logic, and with support teams to identify manual steps that could be automated. I facilitated user sessions to gather feedback and observed activation processes to identify friction points. Regular syncs with stakeholders ensured the redesign met business requirements.
Challenges and trade-offs
This project required automating complex activation processes while maintaining quality and enabling self-service.
Key Challenges and Solutions
Automating Complex Activation Steps
The activation process involved many steps with dependencies and validations. I designed automated workflows that handled routine steps while providing clear guidance for steps requiring customer input, ensuring quality while reducing time.
Enabling Self-Service Without Sacrificing Quality
We needed customers to self-serve activation while ensuring all requirements were met. I designed clear workflows with validation and error handling that guided customers through the process and prevented errors.
Reducing Time Without Compromising Compliance
Activation required meeting compliance and security requirements. I designed automated validation that checked requirements in the background, surfacing issues early with clear explanations and fixes.
What I learnt
Redesigning the activation workflow taught me that automation and user experience work together—automation shouldn't mean removing human touch, but rather enabling it with better tools and information. By automating routine steps and providing clear guidance, we enabled faster activation while maintaining quality. The key was understanding that workflow design is about reducing friction and eliminating wait times, not just adding features. This experience reinforced the importance of process analysis in design, where understanding existing workflows is crucial for meaningful improvements.
Feedback
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