Enterprise customers needed links at scale, whether thousands at once or tightly-named batches of a handful, yet the only path was a single-item form repeated by hand or a homegrown spreadsheet workaround. A CSV-based bulk creation wizard existed in prototype, with no evidence it worked for the people who'd use it daily.

I ran usability research across three groups, moderated with internal team members and unmoderated with current customers and external growth marketers, then synthesized the findings into a phased download-template, fill, upload, validate, create flow scaled to tens of thousands of records per file. Validation runs up front, returning valid, invalid, and blank counts before anything is created, and a two-tab preview splits clean records from errors so users can download just the failed rows, fix them, and re-upload. Sequencing the work into three milestones put the highest-value path in customers' hands first.

Links go stale: app paths change, tags get set wrong at creation, onboarding mistakes compound, and customers could only fix them by pinging an admin one link at a time. The flow had to edit across three tiers of fields, analytics tags, routing and behavior, and social metadata, without letting someone accidentally change the wrong set of links.

I mapped the flow from the PRD, then ran a design critique that surfaced the gaps: no back navigation, undefined cancel behavior, an unenforced selection limit, an unresolved partial-success state. The redesign, a stepped wizard with a persistent left rail listing the selected links, keeps the affected set visible before any change applies, so nothing edits silently. Customer interviews reinforced that safety requirement directly.

The campaign builder needed an A/B testing section so marketers could test creative variants against each other. Experimentation flows are deceptively complex: traffic must sum correctly, the control case must be unambiguous, and the interface must behave with one variant or twenty.

I pinpointed every flow and edge case before handoff: entry states for one versus multiple variants, traffic that doesn't sum to 100 percent, the can't-delete-the-last-variant rule, maximum variant count, holdout group behavior, and what control actually means. One diagram mapped them all, and the spec let engineering build without coming back with questions.

Variant management from one to twenty variants, per-variant traffic control, and adjustable holdout groups, validated live with enterprise customers before refinement.

A legacy feature set was migrating into a redesigned platform experience, and two configuration surfaces had to move without disrupting the customers depending on them. The job: make the new location feel like an upgrade while preserving existing behavior exactly.

I mapped both features as paired configuration and runtime flows: where settings live in the new navigation, and what the end user experiences when a link fires. Create, edit, and apply converge at a shared runtime, and automatic migration carried existing configurations over with behavior preserved and no customer action required, an upgrade that broke nothing for the customers depending on it.