Loop was a 0→1 product — no existing design, no users yet, no analytics. The idea: bring Slack, Notion, Asana, Trello, Gmail, Zoom, WhatsApp and more into one workspace so teams stop switching tabs to get work done. My job was to design that from a blank canvas.
People already have their tools. The problem isn't adding another one — it's that switching between Slack, Asana, Zoom, and five others fragments attention and buries context. Loop's goal was to make that switching disappear.
The risk with aggregation is that you just move the chaos, not solve it. To avoid that, I introduced Loops — containers organized by project, not by tool. Everything related to one context lives in one place. Navigation becomes obvious because the structure mirrors how people actually work.
Proposed and led — I flagged a missing piece in the UX and explored three directions. One gave new users enough context to take their first action without guessing.
