DocuSign Self-Serve Strategy(On-going)
Role: Product Design Lead
In 2024, DocuSign announced a new rebrand and introduced Intelligent Agreement Management (IAM), a powerful new platform. IAM is designed to transform how organizations manage their agreements by integrating artificial intelligence (AI) and automation throughout the agreement lifecycle.
The IAM platform introduces key components:
DocuSign Navigator – An AI-powered repository that centralizes agreements' storage, management, and analysis, converting unstructured documents into structured, actionable data.
DocuSign Maestro – A no-code workflow engine that enables users to build customized agreement workflows, automating tasks such as document generation, approvals, and notifications—without writing a single line of code.
When the new platform was introduced, the team added an "IAM" tab to the right side in the original design to understand how customers react to the latest offerings without cannibalizing our original e-Signature solution.
We realized people aren't fully understanding the IAM offerings, with less than 10% people actually clicking on the " View all feature section.
We collaborated with the leadership teams across growth, sales, and marketing. The final design focuses on showcasing the value of our IAM platform, with clear benefits and an easy-to-read IA.
Easy-to-read iconography to help with comparison
Value proposition for IAM
Contextual suggestions when users switch to monthly billing or the e-Signature tab.
Sticky plan types when scrolling for conversion
Take a sneak peek at the latest design below! We are currentlyy still running the experiment and final results are not in yet :)
The work is ongoing. I’d love to walk you through what I’ve been working on—feel free to reach out.