Accelerating App Creation: Designing a Low-Code Builder for Scale

The Challenge

Building apps for our Assistant—especially ones that integrated with external data sources—was a time-consuming effort. It often required weeks or even months of engineering time. The process was repetitive, resource-heavy, and frustrating for developers. We needed a more scalable solution—one that enabled teams to create and deploy apps with minimal engineering involvement.

From Internal Tool to Strategic Solution

To solve this, we built an internal drag-and-drop builder directly within our Admin Console. The goal was clear: let teams prototype and launch functional, connected apps quickly—without needing to write code.

Working closely with engineers who were both building apps and developing the builder itself, we reverse-engineered the process of app creation and translated those steps into a visual experience. Early sketches laid the foundation for the MVP, and we used open-source libraries to stand up a drag-and-drop canvas quickly.

Original sketches for the Builder layout

The first version of the builder reduced app development time dramatically—from months down to just hours in some cases.

Opportunistic enhancement

Since the builder would live inside the Admin Console, we took the opportunity to rethink the broader user experience. We redesigned the console’s navigation to better support the builder's interface and introduced a new landing page geared toward less experienced users, offering personalized content and quick actions to help them get started.

Scaling Through Feedback

As internal usage increased, so did the opportunity to learn. We embedded feedback loops throughout the development process—hosting live feedback sessions, running usage studies, and closely observing how both internal and external users interacted with the tool.

During the pilot of our new Assistant, we extended access to a select group of external customers—starting with one of our largest clients. Internally, we conducted 1:1 moderated sessions with non-technical users to observe how they found and installed templates, where they got stuck, and what they expected next. These sessions revealed opportunities to improve clarity, usability, and overall flow. One consistent theme: users needed a way to test their apps that felt less technical and more approachable.

Turning Observations Into Improvements

Our research uncovered key friction points:

• Template Discovery: Users had trouble finding relevant templates. We restructured the library and added intelligent recommendations based on user context.
• Onboarding & Guidance: New users needed better orientation. We introduced contextual help, walkthroughs, and in-product tips.
• Flexibility vs. Simplicity: Advanced users wanted more control, while beginners needed simplicity. We explored tiered functionality—simple by default, with optional advanced settings.

The Result

What began as an internal tool for engineers evolved into a flexible platform that empowered teams across the organization. With thoughtful design and continuous feedback, the Builder became a core part of our app ecosystem—enabling faster delivery, reducing engineering overhead, and improving access to custom workflows for both internal teams and customers.

We launched with over 50 prebuilt templates initially, giving users a library of starting points tailored to common use cases. It proved that with the right foundation, powerful tools don’t have to be complex—and anyone can build something valuable.