Flamey
Flamey AI is a sales platform that helps B2B teams automate outreach by generating personalized email and LinkedIn message sequences with artificial intelligence. In this project, I redesigned the sequence creation experience to make it more intuitive, positioning AI as a guided creative partner rather than a complex tool. The new flow simplifies setup, reduces cognitive load, and gives users full visibility and control before launching campaigns, resulting in a faster and more confident outbound process.
Role: Product Designer
Tools: Figma, Figma Make, Gemini, Chat GPT
Platform: Desktop
Low-Fidelity Exploration
The redesigned journey:
Sequences Overview
Create New Sequence
Review AI-Generated Sequence
Select Recipients & Launch
Each step reduces friction and progressively increases commitment.
1. Sequences Overview
Central hub to monitor performance, status, and lifecycle of all outbound sequences.
2. Create a new sequence
Define the goal, tone, and inputs needed to generate a personalized outbound flow.
3. Review generated sequence
AI-generated messages organized by step, ready to be reviewed, edited, or regenerated.
4. Select recipients & launch
Choose who will receive the sequence and confirm before activating the campaign.
High-fidelity: Sequences Overview
A clean dashboard designed for fast scanning and performance tracking.
Key decisions:
Clear visual hierarchy in data tables
Subtle use of brand color for primary actions
Status-driven badges for quick recognition
Consistent component structure for scalability
Designed to feel production-ready.
High-fidelity: AI Sequence Builder
The core interaction of the product.
Designed to:
Display full AI-generated content (no truncation)
Allow granular edits per step
Provide contextual quality indicators (personalization, spam risk, CTA clarity)
Maintain user control over automation
AI acts as a collaborator not an opaque system.
Design System & Scalability
Built on the provided design system and extended where necessary.
Variant-based sidebar navigation
Reusable status badges
Structured spacing scale
Brand-consistent color tokens
Only new AI-specific components were introduced and documented.
Impact of the new flow:
Reduces initial setup friction
Improves clarity around AI-generated content
Separates creation from activation
Aligns with fast-paced startup workflows
Next opportunities:
AI refinement based on campaign performance
Bulk editing and sequence templates
Smart suggestions based on past replies
Product Thinking & Trade-offs
During the redesign, I made deliberate decisions to balance speed, clarity, and scalability.
Prioritized separating creation from activation to reduce cognitive overload
Focused on component reuse to ensure fast iteration
Avoided over-engineering early states while keeping room for future AI enhancements
This approach ensures the solution is usable today and scalable tomorrow.