Self-serve tooling
for the robotics
deployment stack.

Flowstate is Intrinsic's robotics deployment platform. Solution Builders (SBs) — the system integrators who deploy robot solutions for industrial end customers — needed a way to spin up new End Customer (EC) organizations for every deployment.

The existing process required SBs to be granted an orgCreator role, then run inctl commands by hand. In practice, almost no SB used the CLI. Instead, they emailed an Account Executive every time they needed a new org. The AE became the bottleneck.

Why this mattered

• Every new deployment was blocked behind a manual, ticketed handoff to an internal team.
• SBs had no direct visibility or control over the orgs they were meant to manage.
• The model didn't scale. As Intrinsic grew its partner base, AE time became a scarce resource standing between revenue and customers.
• Future capabilities — IPC management, automated billing, subscription tracking — all assumed SBs could provision orgs themselves.

I led the PRD end-to-end — stakeholder interviews, scope definition, dependency mapping, and rollout planning. The biggest unlock was framing the work around the SB's actual lifecycle with a customer, not the backend topology.

Through reviews with engineering, design, marketing, and legal, the MVP collapsed to three pillars — sized so we could ship a working dev-environment deployment by the end of the engagement.

What I deliberately cut

• IPC management from the new org dashboard — sequenced as a follow-on so we didn't block on a parallel infra effort.
• Billing automation — explicitly deferred; the MVP defaults every new EC org to the free tier so we never have to charge during onboarding.
• EC user journey post-invite — out of scope. The MVP only covers what the SB does.

The main reason an SB creates an EC org is when they're actively thinking about deploying a solution. Everything else is noise. — PRD assumption · validated in research

[ FIG · Managed Organizations dashboard ]

The redesigned flow folds three previously-disconnected steps — provisioning, inviting users, and lifecycle management — into one continuous SB experience inside Flowstate.

Live demo — Flowstate dev environment

End-to-end walkthrough of the MVP shipped at the close of the engagement: creating an EC org, inviting users, switching contexts, and managing lifecycle from the dashboard.

I owned the work from problem framing to dev-environment deployment, partnering with engineering, design, and UXR. Here's how the milestones landed against the plan.

I co-ran a rapid usability study with our UXR partner, testing the Figma prototype against three real tasks: create an EC org, add users + assign roles, and manage / delete an existing org.

Who we recruited

A deliberate mix to cross-cut role and product familiarity — three external partners from Trinity & Trumpf (General Manager, Service Tech, Domain Architect across NA and EU) and three internal Customer Solutions Engineers who broker the manual workflow today. Five of six had hands-on Flowstate fluency; one didn't. Coverage across NA (5) and EU (1) — important for surfacing the GDPR signal we found.

Insight 01 — Core workflows lacked "power user" efficiency

Users immediately flagged the single-user invite as a major bottleneck. Onboarding a customer felt disjointed; bulk operations were table stakes for this audience.

When you create a new organization… that is going to be a cumbersome step to add one [person at a time]. You may want some bulk editing mechanism, right? — P4 · Internal CSE

Insight 02 — A strategic disconnect about End Customers

Solution Builders questioned the purpose of EC-specific user roles when they'd been told ECs would not actually use the platform. The role-permission UI was undermined by a missing strategic narrative about who the EC is and what they need.

My instinct is to just select the 'Developer' checkbox. But what's the actual difference between selecting only 'Developer' versus selecting both 'Developer' and 'Viewer'? It's not clear what is included. — P6 · Internal CSE

Insight 03 — A new business opportunity surfaced

Unprompted, partners asked for commercial controls — subscription expiry, renewal, reactivation — directly inside the Managed Organizations dashboard. The feature was being asked to evolve from tooling into a business mission control.

I would want to be able to manage their subscription from within here. I would want to be able to see when's their expiration date… and reactivate their subscription for next year. — P1 · External Partner

Cross-cutting: persona segmentation by company context

The research showed a partner's company context — geography, size, business model — was a stronger predictor of needs than their formal role. A feature critical to a European partner (GDPR-driven data deletion) was a non-issue for a US partner. We surfaced a missing business leader persona focused on commercial management.

Beyond the strategic insights, the study surfaced concrete UI improvements we fed directly into the build. The five highest-impact ones:

Deleting all the data from my customer is not allowed in Europe because the data belongs to the customer. — P3 · External partner · EU

The MVP shipped to Intrinsic's development environment on schedule, validated against six real users, and laid the groundwork for the team's commercial roadmap.

The closing recommendation to leadership distilled the research into three sequenced bets — the path from "self-serve infrastructure" to "commercial mission control."

What I'd carry forward

• Frame for the lifecycle, not the topology. The PRD landed because it was structured around what an SB does over time, not how the backend was wired.
• Recruit for context, not titles. Geography and business model gave us more usable signal than role labels did.
• Treat "self-serve" as a contract, not a feature. Every place a user has to go to a human breaks the contract — bulk invites, recovery windows, role inheritance are all expressions of the same promise.