Forms, validations, branching paths, and rules — on a single canvas.
A horseback archery school nestled in the Bulgarian countryside, with no functional website, no bookings system, no automation, and no international reach. I planned and built their digital presence, turning a word-of-mouth tourist location into a functioning online business attracting visitors from across Europe.
role
UX Designer
at Fram Creative Solutions
Scope
for workflow optimisations
Market
Mainly
overview
A thriving place, but an invisible business.
Every department runs on processes, but processes are invisible — a tangle of steps, conditions, and rules that usually lives in someone’s head or buried in code. Building or changing one traditionally meant going through developers, which made the people who actually own a process the last to be able to shape it.
I led the UX for a tool that flips that: a visual workflow builder where teams draw a process out on a canvas — placing forms, wiring up steps, splitting paths, and setting the rules that govern them — and end up with a working, manageable workflow. The design goal was to make abstract logic something you can see, touch, and reason about, without needing to write a line of code.
Two forces pulled in opposite directions.
On one side, real workflows are complex. They branch on conditions, split into sub-flows, pass data through variables, gate steps behind validations, and enforce packs of rules. A tool that couldn’t express that complexity would be useless to the people who need it.
On the other side, the users building these workflows aren’t engineers — they’re process owners across departments who understand their work deeply but shouldn’t have to think in code to capture it. A tool that exposed all that complexity at once would be just as useless: overwhelming, error-prone, and abandoned.
So the problem was: give people enough power to model genuinely complex logic — branching paths, linked forms, variables, and rules — while making the act of building feel as simple and visual as sketching it on a whiteboard. Turn invisible process logic into something you can see and connect, and keep the deep configuration reachable but out of the way.
Goal 1:
Make building visual and direct.
Give users a canvas where they draw the flow by hand — placing forms, connecting steps, and splitting paths into sub-workflows — so the shape of a process is always visible and manipulable, not hidden in settings.
Goal 2:
Make compliance feel like part of the journey
Design KYC, verification, and authentication so they’re understandable and clearly justified in the moment — explained, well-timed, and minimally disruptive — rather than arriving as unexplained walls. Encode the rules under the hood; keep the surface calm.
Goal 3: Keep the user oriented and reassured at every step
Build a clear system of status, success, and error communication that always shows what’s happening without hijacking the screen — reserving interruption for the rare moments a decision is genuinely required, and writing every message in plain, non-alarming, actionable language.
difficulties
One brand, two audiences, two strategies
The locale split was one of the more interesting strategic decisions on this project. The business owner had a clear but unusual request: the children's summer camps should be available only to Bulgarian families - not advertised internationally, where the logistical and safeguarding complexity of hosting foreign minors was not something they were equipped for.
outcomes
Impact and Key Results
The tool put process-building into the hands of the people who own the processes. Work that used to require developers and long turnarounds became something a department could do itself, visually, in an afternoon — and change just as easily when the process evolved.
The real achievement was making complexity approachable without dumbing it down. By keeping the canvas clean and pushing depth into each step, the tool let a first-time user sketch a simple flow in minutes while still letting an advanced one wire up branching logic, linked forms, and rule sets that would previously have needed engineering. Because the visual model matched how people already picture their processes, the learning curve felt like recognition rather than instruction.
And the value scales. A single, flexible canvas serves every department instead of a patchwork of bespoke tools, and the underlying model — steps, forms, variables, rules, sub-flows — was designed as reusable building blocks, so new capabilities and process types can be added without rethinking the foundations.
