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 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.

HiveSpark AI 1.0 Redesign: Evolving beyond content creation to process management

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!“

Laura Sato, Junior Marketer

Hurien Jessie, Junior Marketer

“Adding multi-channel integrations could widen its appeal even more!”

Alexander, Marketing Manager

“It takes the lots of efforts to streamlines the whole campaign process.”

Asher Bell, Marketing Manager

“Workflow automation Tools like N8N and Zapier are too complex to use.”

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

Step 3: Process Tracking  & Optimization

Users monitors AI execution, tracks process, post-performance, and refines strategies using Airtable, and N8N.

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 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.

Design Part 1: 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 Feature, I explored three different approaches: Version 1 with a global creation button, Version 2 with an integrated Creation Center, and version 3 provides Guided Process Creation with Well-Categorized Templates.

Version 1: Global Creation Button

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 2: Integrated Creation Center

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 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.

Usability Testing

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.

Final Design

The final design iteration enhances usability, efficiency, and AI transparency by refining key features based on usability testing feedback. Key improvements include a more intuitive Create button, clear AI-driven workflow indicators, and simplified template categories to reduce cognitive load.

Quick-Select Automation Templates for Efficiency

Review & Customize Automation Workflow

Multi-Platform Automation – Create multiple processes at once

Define platform strategies to get AI-generated contents

AI-Powered Process Creation

Design Part 2: Process Tracking & Task Management

How Might We optimize process tracking and task review for better efficiency, quality control and human-AI collaboration?

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 Tracking & Task 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.

The Process Task Management plays a key role in helping users monitor processes and debug tasks efficiently. I explored three versions for the task management.

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.

Usability Testing

After evaluating three task management versions through cross-functional collaboration 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.

Final Design

After testing Version 2, 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.

Task Management by process view for grouped workflow

Process Management overview

Review and refine AI-generated content with insights

Task Management by status view for individual process

Task Details within one process for debugging

Content review in published format on specific platforms

Streamlined Process Tracking & Task Management

Usability Testing & Future Plan

To evaluate the MVP and guide the future development, I conducted the usability testing with four participants, including two marketing managers and two junior marketers from high-tech startups. The testing further validated my design approach and provided a clear direction for future iterations, ensuring the platform evolves with user needs.

  • Strong Results: Concept scored 4.0 and User Experience 4.2, exceeding the 3.5 benchmark.

  • User Insights Shaping the Roadmap:

  1. Customization Needs: Users wanted flexible workflows instead of relying on predefined templates.

  2. Better Performance Tracking: Personalized metrics & KPIs were essential for meaningful success measurement.

  3. Collaboration Features: Users need better team collaboration and task delegation.

Impacts

$10B Market Grow Opportunity

Marketing process automation software market is expected to grow from $8B in 2025 to $18B by 2030

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.

Key Learnings

  1. I learned that transforming fragmented, manual processes into an intuitive system requires deep user research and continuous iteration.

  2. This project taught me that transparency and control are crucial in AI automation. To build trust, users must be able to review and refine AI-driven tasks instead of relying on a "black box" system.

  3. I realized that the intelligent marketing future lies in seamless AI-human collaboration, where automation doesn’t just complete tasks but enhances strategic decision-making.