Dynamic Actions -
Real-time automation for complex conversations
Product vision | UX Strategy | Lead Product Design | Overview video content | 2022
How can I improve conversation outcomes, handle critical and unpredictable business situations in conversations, at scale, in real time?
Overview
Dynamic Actions is an automation product for LivePerson that detects signals in live conversations and triggers advanced actions in real time. I led the end‑to‑end product design (from discovery and vision to UX/UI, validation, and launch) partnering closely with product, engineering, and marketing.
The goal
Empower automation managers from brands to handle unpredictable, high‑stakes customer conversations at scale without requiring deep technical expertise.
The challenge
Brands rely heavily on bots and automation to manage rising conversation volume. But existing tools were failing them:
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Bot and automations handled only simple, predictable tasks
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Advanced workflows were expensive, slow, and required highly technical bot builders
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Teams lacked visibility into whether automations were working
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Troubleshooting required jumping across multiple tools
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Competitors offered no real‑time, signal‑based automation
Opportunity:
Create a unified, intelligent automation layer that listens to every conversation, detects meaningful signals, and acts instantly, with transparency and control.
1- Discover
Understanding the users
In collaboration with the Product owner, I led the research effort, mentoring a junior designer through interviews, workflow mapping, and persona development. We identified three core personas:
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Automation Manager: needs low‑code tools, visibility, and control
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Builder (Developer): needs power, clarity, and efficient debugging
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Account Manager: needs confidence that automations won’t harm customer experience
Key insights:
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All personas wanted a single place to build, test, deploy, and analyze automations
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Builders needed better documentation and in‑product guidance
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Brands needed a way to gradually activate automations to reduce risk
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A conversation transcript viewer was essential for troubleshooting
These insights shaped the product vision and MVP scope.
Click on any image to enlarge the research materials
2- Ideate and Design
Product Vision and Strategy
Working with product leadership, as a team, we defined a product vision centered on:
Real‑time signal detection
Start with one signal type (intent) and one action (execute function) to launch quickly and validate value.
Gradual activation model
A unique, risk‑mitigating approach allowing brands to test automations on a small percentage of conversations before scaling.
Unified capabilities and visibility
End-end-End workflow capabilities, operational metrics, logs, and transcripts in one place.
A scalable architecture
I created the long‑term information architecture and the MVP IA, ensuring the product could grow without redesigning the foundation.
Product strategy brainstorming session
End-to-end workflow capabilities
Influencing roadmap by defining MVP and long-term vision features
Design Principles
Based on insights from users, and my personal recommendation, I introduced a set of principles to elevate quality and consistency across the platform:
Contextual
Reduce complexity by showing only what's needed when it's needed.
Simple
Less is more! Fewer steps, cleaner UI, reduced cognitive load.
Consistent
Use of platform patterns, and unified visual language within the application.
Accessible
Adoption of the WCAG-compliant design system that was in development
Innovative and engaging
We are setting new standards and UI patterns, to be adopted by other teams moving forward
Key UX decisions
A guided creation flow with tips, including non-task essential info hidden unless clicked by user, which reduced reliance on documentation and supported non-technical users. The 3-step progressive flow (modal):
1. Choose signal
2. Configure action
3. Activate
A redesigned transcript viewer
As a result of my platform analysis, and solution needed for our Dynamic Actions users, I improved the existing pattern with clearer hierarchy, signal indicator, cleaner UI, and unified KPIs and metrics, validated through usability testing.
A new product identity
I created the Dynamic Actions name (together with marketing and Prod Owner), icon, animated logo, and new "empty and error screens" illustrations to reinforce brand recognition across the platform.
End-to-end user flow. Click to enlarge.
Transcript viewer. Click to enlarge.
Separate app architecture
Due to its innovative nature, after technical exploration and identified limitations, I recommended building Dynamic Actions as a standalone app to accelerate delivery and support future scalability.
Example of wireframes and design ideations. Click on any image to enlarge.
Click to view "Get started' page ideations - #1, #2, #3, and #4
3- Validate
Iterate until reaching 80+ success rate on critical tasks
I ran continuous validation cycles with 26 participants across surveys, A/B tests, and usability sessions.
What we learned
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Builders preferred a more technical layout for the “Select Function” step
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All users needed examples and guidance for parameters
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The first activation design failed. The a/b gradual activation concept was unfamiliar to this audience.
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Combining insights with the Manage screen simplified the experience
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Transcript access was one of the most valued features
Through iterative testing, I refined the design until we reached an 80%+ success rate on critical tasks.
4- Build and release
Ongoing design support during development and product marketing efforts
Throughout development, I partnered closely with engineering and design system team:
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Provided ongoing design support and UI reviews
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Helped prioritize scope when timelines shifted
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Shared learned insights, to ensure quality and consistency with the design system
I impacted the product marketing efforts by creating the strategy, script, and storyboard for the product’s overview video and collaborated with marketing for motion graphics support.
5- Test and Analyze
Results and Impact
Dynamic Actions launched to early adopters with strong positive feedback:
“Even non‑technical users can easily set it up. It’s clean, simple, and incredibly powerful.”
— Customer Success Manager, Telecom Australia
Next steps included a structured early‑adoption study combining analytics and usability testing to refine the experience before GA.
Why this project matters?
Dynamic Actions represented a major step forward for LivePerson’s automation ecosystem. My role went far beyond UI design: I shaped the product vision, defined the architecture, led research, drove cross‑functional alignment, and elevated the design quality across the platform.
This is the type of work I love: solving complex problems in a highly collaborative environment, designing for scale, and creating clarity where there is ambiguity.
TESTIMONIAL
“When I demoed Dynamic Actions to my brand, they were absolutely happy, and had no negative feedback. They loved how clean and simple it looked. They were happy how even non-technical users can easily do the setup with guided help throughout the experience."
T.W. Customer Success Mng. for large Telecom in Australia