Netomi - Conversational AI
Actual samples are under a no-publish NDA. Inquire about what can be shared in-call.
Title:
UX Manager
UX Team Size:
5
Duration:
2022-2025
Netomi is a conversational AI leader helping enterprise brands like Brex, WestJet, and Singtel transform customer service through intelligent engagement automation. Their Agentic Studio enables teams to build and deploy AI agents across chat, SMS, voice, and email, handling millions of interactions monthly with industry-leading resolution rates.
From 2022 onward, I built Netomi's UX function from scratch. I joined an evolving start-up where two junior designers were directed by PMs, with no formal UX processes, design systems, or research practices in place. Over three years as UX Manager, I established all UX foundations, scaled the team to five, and partnered with Leadership, PMs, Engineering, and Customer Success to shape product direction, leading with vision and service while staying hands-on throughout. That leadership reshaped Agentic Studio's evolution, from foundational UX and self-serve to AI response, analytics, and onboarding.
For an expanded context, please review on desktop. Thank you!
UX Management
Established all UX team practices and guided continual design system structure and improvements.
Visionary Leadership
Past experience in big data and customer-agent interactions guided vision.
Solution Storytelling
Guided problem-solution framing and flows built around personas and outcomes.
UX Team Support
1-1s, bi-weekly reviews, company-wide progress reports, and more.
Task Assign Balancing
Led distribution among designers based on their strengths and seniority.
UX Hiring Manager
Working with HR and candidate feedback, I refined the UX hiring and testing process.
Team/Leadership Balancing
Balanced improving UX files and structures while hitting monthly PM-driven targets.
Quarter Planning
Worked closely with PMs, VPs and other leaders on yearly/quarterly planning and goals.
Deliver > Release
Worked to align the UX > Eng/QA pipeline, seeking to reduce tech debt.
UX <> Marketing
Worked closely with Marketing team to streamline shared files and systems.
Customer Insights
We used HotJar and other insight tools, partnering with Customer Success to understand user needs.
Competitor Research
We tracked competitors and market trends, using insights to guide product decisions.
UX Guide Docs
Created extensive Confluence and Figma-based UX onboard and training docs.
Product Wins
Delivered key capabilities and features that drove the Conversational AI platform forward.
Design System Evolution
Continually refined and scaled the design system for consistency across the product.
Established Personas
Through research, defined user personas across Netomi, Partnerships and individual Orgs.
Product Rebrand
Provided leadership across all product and marketing.
Admin Integration
Merged a separate admin tool into Agentic Studio for full Org control of workforce and bot deployment.
Self-Serve Transform
Led UX strategic transformation of self-service capabilities in Agentic Studio.
AI Response Uplift
Led UX efforts to enhance AI workflows with actions and guardrails in Agentic Studio.
Customer Onboarding
Led design of a new onboard routine in Agentic Studio with fast demo bot building.
Widget & Builder Uplift
Led Netomi’s chat widget uplift, improving UI and settings, marketing and survey features.
Analytics Uplifts
Guided multiple dashboards reflecting quantitative and qualitative data.
AI Response Tester
Established vision for global response tester in Agentic Studio, streamlining review.
Training Platform
Led vision for a YouTube-like video training UI within Agentic Studio.
SMB Market Expansion
Researched SMB to scale beyond Enterprise in Agentic Studio.
AgentDesk AI Copilot
Outside internal product, we built advanced AI assist plug-ins for AgentDesk platforms.
Netomi - Conversational AI
Actual samples are under a no-publish NDA. Inquire about what can be shared in-call.
Netomi is a conversational AI leader helping enterprise brands like Brex, WestJet, and Singtel transform customer service through intelligent engagement automation. Their Agentic Studio enables teams to build and deploy AI agents across chat, SMS, voice, and email, handling millions of interactions monthly with industry-leading resolution rates.
From 2022 onward, I built Netomi's UX function from scratch. I joined an evolving start-up where two junior designers were directed by PMs, with no formal UX processes, design systems, or research practices in place. Over three years as UX Manager, I established all UX foundations, scaled the team to five, and partnered with Leadership, PMs, Engineering, and Customer Success to shape product direction, leading with vision and service while staying hands-on throughout. That leadership reshaped Agentic Studio's evolution, from foundational UX and self-serve to AI response, analytics, and onboarding.
For an expanded context, please review on desktop. Thank you!
Title:
UX Manager
UX Team Size:
5
Duration:
2022-2025
UX Management
Overview
Established all UX team practices and guided continual design system structure and improvements.
Visionary Leadership
Past experience in big data and customer-agent interactions guided vision.
Solution Storytelling
Guided problem-solution framing and flows built around personas and outcomes.
UX Team Support
1-1s, bi-weekly reviews, company-wide progress reports, and more.
Task Assign Balancing
Led distribution among designers based on their strengths and seniority.
UX Hiring Manager
Working with HR and candidate feedback, I refined the UX hiring and testing process.
Team/Leadership Balancing
Balanced improving UX files and structures while hitting monthly PM-driven targets.
Quarter Planning
Worked closely with PMs, VPs and other leaders on yearly/quarterly planning and goals.
Deliver > Release
Worked to align the UX > Eng/QA pipeline, seeking to reduce tech debt.
UX <> Marketing
Worked closely with Marketing team to streamline shared files and systems.
Customer Insights
We used HotJar and other insight tools, partnering with Customer Success to understand user needs.
Competitor Research
We tracked competitors and market trends, using insights to guide product decisions.
UX Guide Docs
Created extensive Confluence and Figma-based UX onboard and training docs.
Product Wins
Overview
Delivered key capabilities and features that drove the Conversational AI platform forward.
Design System Evolution
Continually refined and scaled the design system for consistency across the product.
Established Personas
Through research, defined user personas across Netomi, Partnerships and individual Orgs.
Product Rebrand
Provided leadership across all product and marketing.
Admin Integration
Merged a separate admin tool into Agentic Studio for full Org control of workforce and bot deployment.
Self-Serve Transform
Led UX strategic transformation of self-service capabilities in Agentic Studio.
AI Response Uplift
Led UX efforts to enhance AI workflows with actions and guardrails in Agentic Studio.
Customer Onboarding
Led design of a new onboard routine in Agentic Studio with fast demo bot building.
Widget & Builder Uplift
Led Netomi’s chat widget uplift, improving UI and settings, marketing and survey features.
Analytics Uplifts
Guided multiple dashboards reflecting quantitative and qualitative data.
AI Response Tester
Established vision for global response tester in Agentic Studio, streamlining review.
Training Platform
Led vision for a YouTube-like video training UI within Agentic Studio.
SMB Market Expansion
Researched SMB to scale beyond Enterprise in Agentic Studio.
AgentDesk AI Copilot
Outside internal product, we built advanced AI assist plug-ins for AgentDesk platforms.
Netomi - Conversational AI
Actual samples under a no-publish NDA. Inquire about what can be shared in-call.
Building UX from the Ground Up
Netomi is a conversational AI leader helping enterprise brands like Brex, WestJet, and Singtel transform customer service through intelligent engagement automation. Their Agentic Studio enables teams to build and deploy AI agents across chat, SMS, voice, and email, handling millions of interactions monthly with industry-leading resolution rates.
From 2022 onward, I built Netomi's UX function from scratch. I joined an evolving start-up where two junior designers were directed by PMs, with no formal UX processes, design systems, or research practices in place. Over three years as UX Manager, I established all UX foundations, scaled the team to five, and partnered with Leadership, PMs, Engineering, and Customer Success to shape product direction, leading with vision and service while staying hands-on throughout. That leadership reshaped Agentic Studio's evolution, from foundational UX and self-serve to AI response, analytics, and onboarding. What follows traces it in detail, with an org-level walkthrough and the full breakdowns further below.
Title:
UX Manager
UX Team Size:
5
Duration:
2022-2025
Enterprise SaaS
Agentic CX
Analytics
UX Founding
Product Evolution - Establishing UX Foundations
When I joined Netomi, UX lacked formal ownership, structure, and scalable foundations. Design operated reactively under PM direction, and while some UI patterns existed, there was no cohesive design system or scalable UX practices to govern the platform. This limited consistency, team growth, and strategic product impact. I was brought on to carve a visionary path for UX, and to strategize and foster product initiatives that deliver measurable value.
Working closely with Leadership across all teams, I established:
UX Ownership and Operating Model
Operating under Product, defined UX roles, responsibilities, and engagement models, ensuring UX became an embedded, trusted partner across the org, from Engineering, CS, Marketing, and Sales.
Design System Foundations
Created unified, reusable UI standards and semantics to replace scattered patterns and increase development velocity. This was further supported by comprehensive guidance documentation.
Team Growth and Structure
Scaled the UX team and introduced structured 1-1 reviews and team workshops, mentorship, and operational practices to support consistent quality and long-term growth.
Design-to-Engineering Handoff
Helped structure UX → Engineering processes, improving handoff clarity, reducing friction, and enabling more efficient delivery.
Impact
UX transitioned from a reactive support role to a strategic function, owning design decisions rather than simply receiving them. What follows is that mandate in action, traced across Agentic Studio's evolution, each chapter a product challenge and the UX leadership that met it.
Competitive Research
To position Agentic Studio as a market leader, we continually benchmarked top-tier Conversational AI competitors. Each offers a studio-like, no-code, omni-channel SaaS tool for building, testing, deploying, and optimizing AI agents. Because these platforms are heavily gated, we reverse-engineered their core concepts from public documentation, training videos, and conversations with industry experts.
Aspects we explored:
Self-Serve
Integrations
Conversational Accuracy
Innovation
Plans & Tiers
Security & Compliance
Scalability
Analytics & Reporting
Customization
Support & Training
Multi-LLM Capable
Established Permissions-Driven Personas
Early on, Agentic Studio's flat user structure was its most significant limitation. Every user had unrestricted access, with no role-based permissions. To scale the platform and ensure appropriate access controls, this needed to change.
Leading the UX, we worked closely with technical and CS teams to define permissions and personas across three tiers:
Netomi
Defined internal governance personas (Super Admin, Sales, Support, etc.) with specialized cross-tenant capabilities, including the ability to assume roles within client orgs.
Partnerships
Consulted CS teams to isolate the unique administrative needs of reseller channels, balancing their tenant-level autonomy against Netomi's global oversight.
Customer Base
Consulted CS teams to map out end-user corporate structures, matching distinct client hierarchies to granular platform areas and feature sets.
Impact
Established three clear user tiers, each with 4–5 personas, distinct hierarchies, and explicit permission sets. This did two things: it locked down tight administrative control across the entire system, and it gave us the exact blueprint needed to steer tailored, relevant workflows to specific users.
Enhanced AI Agent Capabilities
As LLMs like ChatGPT and Claude emerged, Netomi integrated them into Agentic Studio. This raised a critical architectural challenge: how to build a platform that works with any LLM while maintaining enterprise-grade control. Because each model behaved differently, customers needed to be able to switch providers without rebuilding their infrastructure.
Working with our Lead PM, I led the UX team in architecting three foundational layers:
AI Persona
Defines the agent's voice, tone, and guardrails to keep conversations on-brand and safe, whether powered by external LLMs or Netomi's in-house model.
Prompts
Topics, which only triggered rigid workflows, became Prompts: modular instructions available to any LLM, reusable across agents and driving direct generative responses.
Actions
The execution layer that turns the agent's decisions into outcomes: API calls, data transactions, and workflow triggers, decoupled from the generating model.
Impact
Eliminated LLM vendor lock-in for enterprise clients, allowing them to confidently adopt and swap third-party models instantly without disrupting core infrastructure.
Conversational Testing Uplift
As Agentic layers expanded, testing individual components in isolation was no longer enough. Users needed a way to validate full conversational flows globally, without disrupting their current environment or having to jump section by section to change features.
Two complementary approaches solved this:
Per-Section Testing
Continued to uplift established per-section testing capabilities for conversational elements, including prompts and actions.
Global Testing Widget
Added a global tester for real-time, end-to-end validation in one place, with features that could be toggled without sectional revisit.
Impact
Drastically reduced validation cycles by unifying end-to-end testing, allowing users to ship conversational experiences faster and with higher confidence.
Enhanced Decision-making Reporting
Conversational AI improves through continuous post-release tuning, driven by analysis of historical data to surface trends and issues. When I joined, Netomi's reporting had no high-level account overview, its quantitative dashboards lacked structure, and there was no way to review performance at the individual conversation level. Customers needed the full range: a high-level snapshot, clearer quantitative trends, and qualitative, conversation-level insight.
I led the UX team in designing several complementary reporting layers:
Admin Level
The new Account section's overview dashboard provides a clear snapshot of active AI performance and trained configurations.
Quantitative
The Analytics platform tracks historical metrics. We overhauled and continually refined it to surface top performance trends.
Qualitative
The new Conversation Viewer drills into single conversations, surfacing sentiment, satisfaction, and keyword patterns behind the numbers.
Impact
These layers did more than sharpen AI agent results. Letting customers drill from a high-level overview down to individual conversations built trust in both the system and the data behind it, so teams could refine and redeploy with confidence.
Netomi Chat Widget Uplift
Netomi integrated with leading third-party chat platforms, but they couldn't always deliver the branded, tailored experiences enterprise customers required. While our in-house widget was functional, it lacked advanced CX features and its configuration builder was unrefined. We set out to transform our widget from a fallback into a preferred, premium option.
Three key improvements I guided:
Widget UI Uplift
Continually enhanced the end-user interface with responsive layouts, deeper branding customization, and modern interaction patterns for a polished, seamless experience.
Configuration Uplift
Rebuilt the experience to support several simulated end-customer views, from mobile to desktop, and refined settings categories as we increased features.
CX Features
Expanded capabilities to surface dynamic articles, track real-time journey sentiment, and trigger promotions based on conversational keywords.
Impact
The enhanced in-house widget lets customers deploy a sophisticated, brandable interface from Agentic Studio, pairing enterprise-grade control with a seamless experience to turn the platform into a one-stop shop from backend AI setup to frontend chat deployment.
User Guidance & Communication
As Agentic Studio matured, its guidance and communication hadn't kept pace. Help and training lived outside the product, system messaging was cryptic, and new users had no self-serve entry point. That last gap became a growing barrier as Netomi looked to expand beyond a gated, high-touch Enterprise model into the SMB market.
Four key improvements I guided:
Notifications & Banners
Established visual hierarchy and messaging standards for system notifications, defining global, regional, and page-specific banner types.
What’s New? Panel
Designed an update panel that appears at login after a new release, informing users of platform improvements and promoting the help portal.
Training Library
Delivered an integrated YouTube-like training hub with section-by-section videos and pathways to platform certification and help docs.
Self-Serve Onboarding
Towards the end of my tenure, guided the design of an all-new onboarding and quick agent setup flow, lowering the barrier to entry for the SMB market.
Impact
These improvements brought focused guidance and training directly into the platform, building trust and autonomy. And the onboarding went further, opening the platform to a broader SMB market and scaling the user base.
The Full Picture
In closing, over three years, my team and I built the UX function from the ground up and shaped Agentic Studio's evolution: establishing design system standards, growing and mentoring the team, enabling self-serve onboarding and administration, architecting the layers that brought third-party LLM support to the platform, and much more.
But a narrative can only follow so many threads. For the full scope across the management and product layers, the exhaustive checklists are laid out below.
UX Management
Overview
Established all UX team practices and guided continual design system structure and improvements.
Visionary Leadership
Past experience in big data and customer-agent interactions guided vision.
Solution Storytelling
Guided problem-solution framing and flows built around personas and outcomes.
UX Team Support
1-1s, bi-weekly reviews, company-wide progress reports, and more.
Task Assign Balancing
Led distribution among designers based on their strengths and seniority.
UX Hiring Manager
Working with HR and candidate feedback, I refined the UX hiring and testing process.
Team/Leadership Balancing
Balanced improving UX files and structures while hitting monthly PM-driven targets.
Quarter Planning
Worked closely with PMs, VPs and other leaders on yearly/quarterly planning and goals.
Deliver > Release
Worked to align the UX > Eng/QA pipeline, seeking to reduce tech debt.
UX <> Marketing
Worked closely with Marketing team to streamline shared files and systems.
Customer Insights
We used HotJar and other insight tools, partnering with Customer Success to understand user needs.
Competitor Research
We tracked competitors and market trends, using insights to guide product decisions.
UX Guide Docs
Created extensive Confluence and Figma-based UX onboard and training docs.
Product Wins
Overview
Delivered key capabilities and features that drove the Conversational AI platform forward.
Design System Evolution
Continually refined and scaled the design system for consistency across the product.
Established Personas
Through research, defined user personas across Netomi, Partnerships and individual Orgs.
Product Rebrand
Provided leadership across all product and marketing.
Admin Integration
Merged a separate admin tool into Agentic Studio for full Org control of workforce and bot deployment.
Self-Serve Transform
Led UX strategic transformation of self-service capabilities in Agentic Studio.
AI Response Uplift
Led UX efforts to enhance AI workflows with actions and guardrails in Agentic Studio.
Customer Onboarding
Led design of a new onboard routine in Agentic Studio with fast demo bot building.
Widget & Builder Uplift
Led Netomi’s chat widget uplift, improving UI and settings, marketing and survey features.
Analytics Uplifts
Guided multiple dashboards reflecting quantitative and qualitative data.
AI Response Tester
Established vision for global response tester in Agentic Studio, streamlining review.
Training Platform
Led vision for a YouTube-like video training UI within Agentic Studio.
SMB Market Expansion
Researched SMB to scale beyond Enterprise in Agentic Studio.
AgentDesk AI Copilot
Outside internal product, we built advanced AI assist plug-ins for AgentDesk platforms.
“Beyond his expertise, Paul is a fantastic coach. He invests time in mentoring other designers, sharing insights, and helping teammates grow. His ability to provide thoughtful, constructive feedback makes a real difference.”
Chakri Josyam, Sr. Product Manager, Netomi
“Paul is optimistic, knowledgeable, and forward-thinking... He provides constructive, detailed feedback based on his extensive experience, helping us refine our skills and push our work to the next level.”
Gina Park, UI Designer, Netomi (former)
www.ginapark.ca
“I’ve been fortunate to work with Paul for the past three years, and it’s been a truly enriching experience. Paul is not only a skilled lead... but also a great mentor who genuinely cares about helping others grow.”
Arif Amad, UX Designer, Netomi
"Paul (brings) ... strategic vision coupled with deep UX design expertise, particularly in developing intuitive, AI-driven user experiences. Paul's skill in aligning design objectives clearly with business goals has noticeably increased the visibility and influence of design within the company.”
Bogdan Laga, Sr. UX Designer, Netomi
