02 Reimagining a Proposal Editor
Proposify
Overview
When I joined Proposify, the V3 proposal editor was in a pre-MVP state and missing core functionality expected in modern document editors - including reliable copy/paste, advanced formatting, reusable variables, richer content blocks, and a capable pricing table. The goal was to transform the editor into a scalable, production-ready platform while shipping value incrementally. I led design across four core areas: Content Reuse (Copy/Paste), Editor Usability & Content Blocks, Pricing Table Redesign, and Custom Fields (dynamic variables).
When I joined Proposify, the V3 proposal editor was in a pre-MVP state and missing core functionality expected in modern document editors - including reliable copy/paste, advanced formatting, reusable variables, richer content blocks, and a capable pricing table. The goal was to transform the editor into a scalable, production-ready platform while shipping value incrementally. I led design across four core areas: Content Reuse (Copy/Paste), Editor Usability & Content Blocks, Pricing Table Redesign, and Custom Fields (dynamic variables).
Role
Product Designer
- Defined product vision using support tickets, customer feedback, and feature backlog analysis
- Designed core editing, pricing, and personalization workflows
- Delivered flows, wireframes, and high-fidelity UI
- Partnered with PM and engineering on phased delivery strategy
Problem
The early editor lacked foundational editing capabilities, forcing users into manual workarounds and slowing proposal creation. Missing reuse, pricing flexibility, and personalization reduced efficiency and user confidence. We needed to rapidly close feature gaps while building systems capable of supporting future CPQ, integrations, and collaboration features.
Key Initiatives
Cross-document Copy/ Paste
Designed copy/paste across documents, templates, and tabs.
Core capabilities:
- Works across all block types
- Preserves styling, layout, and variables
- Smart formatting across table and text contexts
- User-friendly error handling
This enabled true content reuse and removed a major proposal creation bottleneck.
Editor Usability & Content Blocks
Expanded content capabilities and modernized editing behavior.
Key improvements:
- New block types (shapes, video embeds)
- Clear selection, resize, and drag affordances
- Familiar click / double-click behaviors
- Expanded WYSIWYG formatting and contextual toolbars
These changes reduced formatting friction and increased editing confidence.
Pricing Table Redesign
The pricing table was the highest-impact workflow and required a phased rebuild.
Key Problems:
- Too limited for real quoting workflows
- Missing optional items, recurring fees, and discount visibility
- Poor contextual editing and manipulation
- Single-click cell editing
- In-canvas contextual menus
- Table resizing from edges
- Optional line items and recurring pricing
- Clear discount and subtotal summaries
- Column customization and drag reordering
Phased rollout enabled fast user value while preparing the table for future CPQ capabilities.
Custom Fields
Designed a flexible variable system for reusable template and document personalization.
Key Improvements:
This enabled scalable personalization and future CRM and automation integrations.
Results
The editor evolved from a minimal MVP into a core product capability and long-term platform foundation.
Reflection
This project reinforced balancing fast user value with long-term system design.
By prioritizing high-friction workflows and delivering iteratively, we improved user trust while building architecture capable of supporting complex enterprise quoting workflows.
Designed a flexible variable system for reusable template and document personalization.
Key Improvements:
- Supports text, dropdown, and date field types
- Central field creation with template and document usage
- Required field validation before send
- Per-document editing with lock after send
This enabled scalable personalization and future CRM and automation integrations.
Results
- Reduced manual content recreation through reusable blocks and fields
- More intuitive editing reduced support friction and learning curve
- Video, advanced pricing scenarios, and optional pricing improved proposal flexibility
- Pricing table and field systems enabled CPQ and integration roadmap
The editor evolved from a minimal MVP into a core product capability and long-term platform foundation.
Reflection
This project reinforced balancing fast user value with long-term system design.
By prioritizing high-friction workflows and delivering iteratively, we improved user trust while building architecture capable of supporting complex enterprise quoting workflows.
Todays Result
01 CPQ Case Study
Proposify
02 Reimagining an Editor Case Study
Proposify
03 Online Home Buying Case Study
Ownly
04 Throughout My Role
Bolster (formerly CostCertified)
Calgary, Alberta
Canada