Orby AI

Orby is an AI automation platform that takes on tedious tasks so people can focus on meaningful work. I led the design of its 0→1 Agent Platform, evolving it from self-service RPA into an agentic system where business users can deploy powerful AI agents in hours, not months. By creating trust-building UX patterns like human-in-the-loop checkpoints and transparent task lists, I helped Orby win adoption from Epic, Samsara, and Accenture.

Role

Senior Product Designer
- Requirements gathering
- User Research & IA Workshop 
- UX& UI Design

Team

Design: 2 Product Designers
Client: 6+ business stakeholders, 2 Sales Director, 2 IT Lead
Development: 10+ developers

Timeline

2024 - 2025

Overview

From 0→1: Designing Orby’s Agentic Copilot

Powerful, self-serve product and growth analytics to help you convert, engage, and retain more users. Trusted by over 4,000 startups.

Problem

Traditional automation tools were brittle and overly technical. Business users couldn't build workflows without deep technical help, creating a massive adoption barrier.

My Role

Lead Product Designer owning end-to-end UX, design system, and user research. Guided Orby's pivot from self-service automation to agentic workflows.

Outcome

Delivered an AI-first automation platform that attracted 10+ enterprise partners and led to a $214M acquisition by Uniphore.

Context

Strategic pivot from rigid RPA to Adaptive Agentic Workflows

Why brittle, rule-based RPA couldn’t scale — and how we evolved toward adaptive, self-correcting agentic workflows

The Pain with RPA v1

The Shift: Natural Language + Agentic Automation

AI UX interaction patterns

UX patterns that make AI workflows safe, transparent, and usable

Clear, self-serve insights that help users understand agent behavior, measure performance, and build trust — turning complex automation into transparent, actionable workflows.

Building Initial Trust

Human in the loop support

Agents actively explore webpages, ask clarifying questions, and confirm logic with users — improving accuracy and user trust over time.

Making AI Transparent

Transparency into agent’s processes

Exposed reasoning threads and task lists let users track what the agent is doing and intervene when needed, providing clarity without overwhelm.

Flexibility and Empowerment

Workflow Plan: Text + Diagram View

Toggle between text for detail and diagram for clarity — two perspectives that give users both precision and an at-a-glance overview.

Improving Over Time

Learning and storing knowledge

Each run becomes a knowledge artifact — agents refine over time, and users can gain transparency into the execution results

Impact

From Early Adoption to $214M Acquisition

Adopted by 10+ partners, validated ICP, and showcased design that fueled a $214M acquisition

10+

Design Partners

Adopted by RevOps & insurance partners — workflows that previously took hours now automated in minutes

214M

in acquisition value

Designs showcased to investors contributed to successful acquisition by Uniphore

50+

expert interviews for use cases deepdive

Validated Ideal customer persona and informed GTM wedge, shaping roadmap and research directions

Orby’s UX has improved remarkably — tasks are faster to understand and execute, with seamless login, smart context handling, and smooth PDF extraction. The experience feels clear, intuitive, and empowering

Karen

- Design Partner from HealthJoy