A comprehensive 0 → 1 redesign and refactor of Confido's approval workflow that transforms how analysts review promotional deductions. The project replaces fragmented UI design and unclear approval paths by introducing consistent design components, clearer approval flows, and detailed audit logging that makes the approval process more efficient and intuitive for analysts.
Confido is a B2B SaaS platform that helps CPG brands manage and resolve promotional deductions and chargebacks. The platform streamlines the complex process of tracking, reviewing, and approving promotional claims between retailers and suppliers.
As both a product designer and developer, I led the complete 0 → 1 redesign and refactor of the approval workflow, including user research, problem analysis, design system implementation, and full-stack development while collaborating with product managers and engineers.
Confido's approval workflow had fragmented UI design and unclear approval paths, leading to delays and unresolved deductions.
The existing system created confusion with inconsistent design and unclear rejection flows. Analysts spent an average of 3.2 days resolving each deduction, with 35% of deductions bouncing back for multiple reviews due to unclear approval states and poor visibility into previous decisions.
1 — Previous UI
Confusing icons, hidden approval panels, and excessive clicks for basic tasks made the approval process unnecessarily complex and time-consuming.
Auto-reassignment loops and unclear rejection consequences created user confusion, with users getting unexpectedly reassigned deductions without explanation.
2.2 — Previous Auto-Reassignment Issues
High-level metrics without actionable insights or change tracking made it difficult for users to understand what had changed and what required their attention.
2.3 — Previous Approval Summary
Overlapping approval flows, misassignments, and manual intervention requirements created disorganization and required constant manual oversight.
2.4 — Previous Approval Flows
Transform the approval workflow into an intuitive, consistent system that reduces analyst confusion and speeds up the approval process.
From my user interviews with accounting teams at major CPG brands like Olipop
and Unbun Foods™
, three critical pain points emerged that were causing delays and confusion in the approval process.
3 — User Research Findings
To better understand best practices in B2B approval workflows, I conducted a competitor analysis of
Ramp
,
Bill.com
,
ApprovalMax
, and
QuickBooks Online
.
These platforms were selected because they represent leading financial approval solutions. By examining their approach to approval creation, status visibility, and workflow flexibility, I identified several proven patterns for Confido's issues.
However, the research also showed that fixing individual pain points — like rejection flows or template creation — wouldn't be enough; the entire approval process needed a complete overhaul across four critical stages:
Addresses: Hidden Navigation
Competitors use visual builders with templates and validation. Ramp provides "Large Deductions" templates while ApprovalMax uses drag-and-drop flowcharts — unlike Confido's buried approval panels in deduction modals.
Addresses: Poor Visibility (35% rework rate)
All competitors surface approval actions in dedicated sections with direct action buttons and comprehensive audit trails visible. Bill.com displays timestamps and action history prominently in tables — unlike Confido's buried approval actions in nested modals across scattered views.
Addresses: Rigid Workflows
Competitors offer approval groups and fallback options. ApprovalMax allows mid-flow adjustments while Ramp handles inactive users — preventing the workflow breakdowns Confido users face when they can't break out of approval chains.
Addresses: All pain points
Advanced reminders and admin tools provide oversight. QuickBooks offers customizable notifications while ApprovalMax surfaces errors as actionable tasks — capabilities missing from Confido's current system.
Based on user research and competitive analysis, I prioritized features using impact vs. effort, focusing on solutions that would directly address the core pain points:
Must-haves that solve critical user pain points
Important improvements for workflow efficiency
Future enhancements once core issues are resolved
I structured the redesign around addressing what matters most to our core users:
needs clear approval flows and tracking tools to stop constantly reassigning deductions and chasing approvers.
needs easy unassign options and clear handoff paths to avoid handling misrouted deductions he can't approve.
The redesigned flow introduces clear terminal states for all rejection paths and fallback user assignments to prevent workflow breakdowns.
4 — Redesigned Approval Flow
To bring these solutions to life, I mapped out how the redesigned interface would look and function across the key problem areas — creating dedicated spaces for approvals, comprehensive audit trails, and intuitive flow creation.
5.1 — Unified Approval Interface Wireframes
5.2 — Intuitive Flow Creation Wireframes
Following the initial wireframes,I conducted weekly validation sessions over three weeks with users, product managers, and engineers. By observing how users interacted with the redesigned approval interface and listening to their workflow concerns, I identified four critical areas that needed refinement:
6 — User Testing & Feedback
The implemented improvements directly address each of the four critical stages identified in the competitive analysis, transforming Confido's fragmented approval experience:
Approval flow creation was restricted to simple, single-step logic with no visual guidance or ability to handle complex approval scenarios.
7.1 — Previous Interface: Flow Creation
A complete approval flow management interface with multi-step capabilities, nested conditions, approval tiers, and visual flow creation that handles complex approval scenarios.
Approval actions were hidden in nested modals scattered across different views, with inconsistent UI components and missing audit trails where users expected them most.
8.1 — Previous Interface: Status Visibility
A unified approval section that surfaces all actions directly on the main interface, with consistent UI components and comprehensive audit trails visible where users need them.
Users couldn't break out of workflows or handle misassignments, causing approval bottlenecks and frustrated users.
9.1 — Previous Interface: Workflow Routing
Flexible approval groups, misassignment handling, and fallback routing that prevents workflow breakdowns.
Manual tracking with no reminders or admin tools, leaving approvals to fall through cracks with poor visibility into outstanding deductions.
10.1 — Previous Interface: Automation
Redesigned interface that prioritizes outstanding deduction counts and introduces automated email reminder system, allowing admins to proactively nudge users and prevent approvals from stalling.
This project marked my first role transitioning from full-stack engineering to taking on both product design and development responsibilities as the only designer at Confido.
Without design mentorship in an unfamiliar domain (serving CPG brands) and working with new programming languages like Ruby, I had to define my own pace and trust my design instincts — a 180 degree turn from structured internships. Working directly with engineering and customer success taught me to communicate design decisions effectively and gave me significant input on product direction. This fast-paced environment was the perfect testing ground for my career transition, proving I could successfully bridge design and development while delivering a complete 0 → 1 product overhaul. Thank you Confido!
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