Turning a Request for “Approval Workflows” into a Governance Engine
Uptempo is a B2B SaaS platform for enterprise financial marketing operations, used by global brands like Porsche, Estée Lauder, Amazon, and IKEA.
I led end-to-end product strategy and definition, turning an ambiguous client mandate into a validated governance engine, and aligned Product, Design, and executive stakeholders around it.
Senior Product & UX Designer · PO responsibilities6 months · 202614 people · cross-functional
1Problem
Three Tier-1 clients asked for “approval workflows” with no specification — and a hundred other clients would inherit whatever we built.
›
2Approach
AI-assisted discovery, early co-creation with PMs and designers, and a decoupled engine where complexity is opt-in.
›
3Result
One platform product instead of three custom builds: an audit-ready MVP shipped to pilot clients.
3→1custom builds into one platform product
100+clients the engine was built to serve
3 mofrom scope to pilot MVP
Project details Role · Team · Core challenge · Scope · Skills
Role
Senior Product & UX Designer (with cross-functional PO responsibilities)
The brief was a feature name. Defining the problem became my first job.
Three Tier-1 accounts, each a household name in its industry, demanded centralized financial governance, which reached us as a single, ambiguous mandate: "Uptempo needs approval workflows."
The Problem: We had no formal specifications, user stories, or defined scope. All we had was a static conceptual model from one client and a feature name. Three demanding clients needed it, and a hundred more would inherit whatever we built.
Client’s starting modelThe only input we had: one client’s static concept.
Organizational Alignment: I started by facilitating initial discovery workshops to align Product Managers, establish a unified definition of enterprise governance, and evaluate technical feasibility.
Lifecycle workshopMapping the workflow against a marketing activity's lifecycle.
Section 2 · Validation
Prototyping: Proposing and Validating Logic
With no requirements to wait for, I built a rough prototype for clients to react to.
Rather than waiting on nonexistent requirements, I built a baseline prototype for clients to react to. While the initial logic was rough and full of gaps, it successfully communicated the core system mechanics, and our Tier-1 clients enthusiastically validated the foundational approach.
Section 3 · Discovery
From Raw Demands to Platform Strategy
Mid-sized clients needed governance, just not Tier-1 overhead.
With client availability for follow-up interviews weeks away and sparse Tier-1 data, I led an AI-accelerated Design Thinking discovery sprint to close the gap and keep momentum. By synthesizing industry and internal domain expertise across Product, Customer Success, and Services, I mapped complex edge cases, approver hierarchies, and threshold rules.
Reviewing our discovery models with my Financial Management counterpart revealed a stark contrast: mid-sized clients desperately needed governance, but without the Tier-1 overhead.
AI-driven discovery
Sparring with AI, validating against the source of truth.
AI was used as an accelerator, not an oracle. Every output was strictly cross-referenced against actual client data and internal knowledge before earning a place in the solution.
Gather
Explore
Build
Input
Discovery data
CS, PS & PM feedback
AI
Synthesize
Patterns and edge cases from the raw feedback
Gate 1 · Me
Source of truth
I validate and lock the synthesis
Claude Projects · NotebookLM
AI
Design Thinking
Empathize → Frame → Ideate
Gate 2 · Me
Focus & features
I turn ideas into functional features
AI
Layered builds
One structured prompt per feature
Claude · Figma Make
Discovery Artefacts
This accelerated synthesis translated scattered data into actionable system logic:
Discovery boardsRaw AI research, captured and clustered, with AI’s help, into pain points, empathy quotes and solution goals before any of it was trusted.
Personas & empathy mapsGrounded our permission model and visibility hierarchy, uncovering the specific operational friction behind each role slowing down sign-offs.
User journey mapRevealed hidden cross-departmental handoffs and human bottlenecks that static roles missed, directly dictating our delegation rules and escalation logic.
With the actors, journeys, and segment requirements locked, we transitioned from discovery into drafting the foundational system architecture.
First workflow modelThe first end-to-end model of the approval logic, covering templates, thresholds, approvers and steps, mapped before a single screen was designed.
Section 4 · Alignment
Aligning People Before Aligning Systems
Governance touches every module, so every owner had to help build it.
PMs had to accept changes to their domains, designers had to converge on a unified model, and engineering needed to trust the architecture. I drove this alignment through three principles:
1
PMD
Co-Creation
People defend what they help build.
I integrated PMs and designers into early discovery rather than pitching final solutions.
2
PMDEngCSEx
Tangible Vision
Something concrete to debate.
Models and prototypes got stakeholders to agreement faster than theory.
3
PMCSEx
Speaking the Audience's Language
Every audience hears its own case.
Edge-case coverage for Customer Success, roadmap discipline for PMs, business value for Executives.
PM Product Managers
D Designers
Eng Engineering
CS Customer Success
Ex Executives
Section 5 · Architecture
One Engine, Not One per Module
One central engine instead of approval logic rebuilt inside every module.
Hardcoding approval logic into individual product modules meant we would have to rebuild it every time a new governance need arose. To prevent this technical debt, I architected a decoupled, centralized engine where administrators could configure custom workflows globally.
System flow chartBy mapping the core objects, attributes, and operations first, we made the underlying system structure visible—aligning Engineering and Product before moving into Figma.
Section 6 · Vision
The Full Vision: Designing for Scale
Requests backed by evidence, audit-ready review, and no-code configuration.
We needed to build an MVP without trapping ourselves in a corner. To ensure our early decisions didn't quietly limit the product's future, we designed a 6-to-9-month development roadmap.
Submitting and Reviewing a Request
Campaign managers submit approval requests directly within their planning activities, attaching contextual evidence rather than isolated numbers. These automatically route to a role-based inbox, giving reviewers instant, end-to-end visibility for fast sign-off.
Built-In Compliance and Audit Safeguards
When managing hundreds of requests a month, governance shifts from individual approvals to proving the system held up over time. We introduced filters, delegation rules, and an immutable history to ensure bulletproof auditability.
120+ Screens & Pragmatic AI Execution
120+screen states
I architected and designed the entire UI ecosystem across complex business logic. When the project outgrew its timeline, AI sped up the workflow around it.
Early ideation
Complexity exposed
Mapped by hand
Micro-iterations
AIleadsAIlimitedMeby handAIassists
Early ideation — AI leads: AI accelerated early ideation.
Complexity exposed — AI limited: Deep contextual complexity exposed its limits—frequently generating invalid business flows.
Mapped by hand — Me by hand: Senior judgment meant knowing when to turn AI off: manually mapping complex system logic and edge cases by hand.
Micro-iterations — AI assists: I re-engaged with AI only for rapid micro-iterations once the underlying architecture was solid.
AI · leads
Early ideation
AI accelerated early ideation.
AI · limited
Complexity exposed
Deep contextual complexity exposed its limits—frequently generating invalid business flows.
Me · by hand
Mapped by hand
Senior judgment meant knowing when to turn AI off: manually mapping complex system logic and edge cases by hand.
AI · assists
Micro-iterations
I re-engaged with AI only for rapid micro-iterations once the underlying architecture was solid.
Configuring Processes and Thresholds
I designed a no-code configuration flow where each process links a financial threshold to specific approval steps, allowing admins to configure both the trigger amount and the form fields each step requires.
Section 7 · Pivot
The Pivot: When Scale Broke the Design
Real-world scale broke the first design, so I rebuilt its core into reusable parts.
Enterprise buyers validated this initial design, and early feedback was overwhelmingly positive—until it hit real-world operational chaos.
Approvals scaled into the hundreds, breaking our process-centered architecture. A single organizational change could force admins to manually update dozens of processes.
The Fix: Decoupling Processes into Templates
To solve the scaling issue, I decoupled the workflow engine into a modular, object-based architecture. We broke the system down into three reusable building blocks:
Reusable Templates: We replaced static, hardcoded workflows with flexible templates mapped directly to the client's Uptempo financial hierarchy (Budgets, Cost Centers, and Marketing Activities).
Independent Threshold Entities: We reengineered threshold rules into standalone governance objects, allowing admins to dynamically map multiple approval flows to them.
Section 8 · Shipped
What Shipped: The Three-Month MVP
Three months, one pilot: what we cut, what we deferred, and what we refused to cut.
Shipping an enterprise MVP in three months required aggressive scope discipline. To validate the platform with pilot clients without delaying launch, we consciously deferred non-critical capabilities—using temporary third-party integrations (via Workato) for complex threshold rules until native functionality was built in Phase 3.
Streamlined Submission
A minimal application form capturing only the core business case and deadline, with a manual approver selection fallback if no flow applied.
Essential Inbox
A targeted version of our full inbox vision, focused strictly on high-signal attributes (deadlines and request types) while deferring complex domain-scoping filters.
Approval and Audit-Ready Core Logic
Solved complex edge cases—like multi-quarter approvals—while keeping critical compliance safeguards intact for pilot validation.
Section 9 · Impact
Business Impact & Outcomes
Validating a product isn’t proving three clients want it. It’s proving a hundred others can live with what those three asked for.
ImpactHow
✓
Market & Commercial Signal
Validated with three Tier-1 global brands
Turned governance into a deciding pipeline capability for prospective enterprise accounts, contingent on it becoming operational.
How
Tested concrete approval logic directly with Tier-1 accounts while establishing a 6–9 month vision alongside MVP scope.
✓
Product Sustainability
One platform product, not three custom builds
Eliminated parallel maintenance tracks and long-term technical debt.
How
Reframed bespoke Tier-1 requests into a progressively configurable engine where complexity is opt-in.
✓
Architectural Feasibility
Extends to new modules without rebuilding the backend
Proved feasibility within platform constraints.
How
Architected a decoupled governance engine. Modeled objects, attributes, and operations cross-functionally instead of hardcoding logic into modules.
✓
Cross-Functional Alignment
Domain resistance turned into shared ownership
Aligned cross-functional teams behind an unmapped platform initiative.
How
Integrated PMs, designers, and executives early through tangible system models translated to each function's goals.
✓
Delivery & Production Scale
An audit-ready MVP shipped to pilot clients
Ready for real-world operational testing.
How
Designed 120+ screen state variations, covering delegation, escalation, and immutable audit trails.
Reflection
What I’d carry into the next platform
Three lessons that outlived the project.
01
Earn the problem before designing the answer.
When handed a feature name instead of a problem statement, the instinct is to jump straight into design—which is a mistake. Investing upfront time to understand why three enterprise accounts wanted governance, and what 100+ standard clients could absorb, yielded an architecture that held up over time.
02
Design Thinking earns the definition, not just ideas.
Design Thinking isn't just a solution-generation exercise; it is a mechanism for earning an accurate problem definition. The decoupled engine was simply the only architectural model that survived our mapped constraints once the problem was truly understood.
03
Alignment is part of the design, not after it.
End-to-end leadership means building the business case and treating stakeholder alignment as an architectural discipline—not an administrative afterthought.