Our design team conducted an in-depth analysis of the existing market and our product’s market positioning. With approval from stakeholders, we leveraged 'PriceIntelligently' to assess current and future user needs, helping us refine our strategy to better reach the mainstream market.

Through this process, we identified and prioritized three key areas to amplify value for existing users and reduce churn:

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1. Education:
Enhancing the app’s user experience to reduce the learning curve for each feature by better aligning with the education team’s content and resources.
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2. Analytics & Stats:
Reshaping, expanding and adding features that provide better analytics and insights that provides actionable steps to improve sales, performance, and knowledge to help users grow.
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3. App improvements & Information Architecture:
Optimizing app speed to handle higher user activity and faster-loading sites. IA + UX overhaul of the whole app including features for more intuitive and user-friendly experience.

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Bonus - A Coevolving app:
The app needed to grow and evolve alongside users, adapting to their needs over time. It had to be simple enough for first-time business owners yet scalable enough to support complex, high-level businesses as they expanded.

In 2020, we applied Design Thinking to conduct 'Sprints', conceptualizing features from the classic ClickFunnels app. However, as the project shifted toward a full-scale redesign of ClickFunnels 2.0—requiring multiple buy-ins from stakeholders—we adopted a Systems Thinking approach to guide the re-design.

The design process needed to be simple, iterative, and collaborative, ensuring that every step aligned with our hypothesis. At the same time, we had to balance the redesign while managing day-to-day operations, including improving the existing app and addressing its flow flaws.

The Skunk Works team met daily to discuss objectives, review progress, and analyze new findings. The rough diagram below illustrates our design process. Each step involved gathering feedback, iterating on solutions, and occasionally taking a step backward to ensure we were moving in the right direction.

As the project gained full approval and was officially green-lit, Design was given priority access of resources and teams across the company to ensure the product vision remained intact. Our role was to provide a single source of truth for all teams involved—those implementing the app, reviewing it, selling the product, and leading its education.

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This graph below illustrates the later stages of the project (after the Skunk Works phase), highlighting cross-functional communication, reviews, approvals, and collective efforts to bring ClickFunnels 2.0 to life.

Unfortunately, there’s a lot I can’t share due to NDA restrictions and limited access to project files. However, I’d like to share some final thoughts and highlight some of the incredible things we accomplished.

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Design Systems

We designed and built two Design Systems for ClickFunnels 2.0—one for the main app and another for the page builder. While I wasn’t able to fully push both systems to their final vision, I was glad to see them having a positive impact even after my departure.

Our team, especially the developers, had long struggled with maintaining design consistency and alignment due to the fast-paced release cycle. This needed to change, particularly in a culture that prioritized launching something exciting every few months. The solution was to implement an evolving, tokenized design system—one that was simple yet flexible enough to build upon.

The goal was, as we refined the execution and integrated tokens with the new codebase, we could focus on making the app feel “fun” again. This approach allowed us to focus heavily on emphasizing typography and information architecture — removing ourselves from creating a distracting experience full of decorations and clutter. The hope was that these improvements would bring much-needed clarity to the experience of building within such a large-scale app.

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Improving & Creating Features

Existing features from the classic ClickFunnels needed to be improved, while new products and features were introduced for the first time. Due to limited time and resources, we relied heavily on internal data and product experts to guide many of these improvements.

One of the biggest challenges was integrating Funnels, Sites, and Automations in a way that made sense both visually and technically. Based on our collected hypotheses, we launched a new Funnel Builder experience and an Automation Builder. However, in hindsight, the project would have greatly benefited from a more structured approach—breaking it down and incorporating more qualitative data to refine the experience.

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Migration

Migration was always going to be a major challenge. Replatforming increased the workload and learning curve for developers and engineers, slowing down the implementation of new features. At the same time, users had to adapt to an entirely new Information Architecture (IA) and relearn even the limited features they were familiar with in the classic app. We anticipated significant risks and challenges, which could either stall progress or lead to user attrition.

Our goal was to deliver a superior platform without sacrificing the core functionality users relied on. In many ways, we succeeded by implementing a carefully planned education system, roundtables, and open communication between the CTO, Engineering Leads, experts, and internal teams. This not only helped developers unblock issues faster but also provided feature teams with a more holistic understanding of the app and its interconnections.

On the user side, the transition was even more complex, as we couldn’t simply sunset the old app. Ideally, we would have introduced changes gradually, but given the scope of the replatforming, we had to find ways to make the transition seamless. To address this, we focused heavily on migration tools, including:

• A data import feature that allowed users to merge contacts, products, and assets from the old platform to the new one.
• A Funnel import system that eliminated the need to rebuild sites from scratch, removing a major adoption barrier.

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In conclusion

The work was exciting, and the opportunity of leading this project from the design side was a huge learning point. The product that we created would not have been possible without the company's ambitions and passions to drive innovation, and most importantly an amazing team that jumped on calls late at night, and quickly shifted towards this project when they were called upon.

We released ClickFunnels 2.0 in 2022 at FunnelHackingLive (ClickFunnels' yearly in-person event), where the two co-founders presented the project on stage explaining all new features.
For anyone interested here's the keynote video of the presentation.