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Bringing clarity to complex data flows

The visual workflow engine responsible for 100% of new sales, processing 3.4bn rows a year.

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Company

Quantemplate
Insurance data automation

Role

Lead product designer, end to end

Team

Design, engineering, domain experts and customers

Timeframe

3 months / v1
Still improving today


Problem

Ferraris on country roads

Quantemplate’s first product offering was a high-performance, drag-and-drop analytics suite. In 2013, there was nothing else like it.

Quantemplate’s Analyse workspace on a laptop: a regional profit breakdown as a pivot table and donut chart, brokerage against costs, and the top five brokers by year.

We had gone to insurers with these tools, but they were struggling to get their data into a form that could be analysed. One client put it memorably:

Quantemplate is a Ferrari, but our data is on country roads. COO, major European insurance company

Their data arrived from hundreds of sources, in no common format. Cleaning it up by hand was slow, expensive and error-prone, and it had to be done again every time new data came in.

So we set about building a race track, taking everything we had learnt from building the analytics tools and applying it to data clean-up and enrichment. And it all needed to be no-code, to empower the business user.


Design decisions

Step 1Give pipelines a simple hierarchy

Stages

Join, Union and Transform stages are the building block

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Working closely with the engineering team, we identified three core structural components to a pipeline. These were derived from established SQL concepts.

Join: combine two datasets side-by-side, using one or more join keys.

Union: combine two datasets with a common schema, one on top of the other.

Transform: a collection of transformation steps – which we termed operations – which act on the data itself. For example: mapping column headers or values, calculating fields, or validating incoming data.

Operations within stages

Stages hold the structure; operations hold the detail

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Working with engineering, we introduced operations within stages. Stages represented the broader structure of the data flow (joining, combining or transforming inputs) while operations contained the detailed work.

This collapsed the pipeline into a manageable sequence. Users could see its overall structure, then open a stage to work on individual operations.

This was progressive disclosure, a principle I had learnt through wayfinding: help people orient themselves, then reveal the detail they need at the point they need it.

The model also made development practical. It allowed us to build the web application rapidly without getting caught up in complicated flowchart engineering, for which suitable web-based libraries were not available at the time.


Step 2Listen and evolve

I made sure I was in every client meeting or training session. I also used the product extensively, becoming deeply involved in production implementations and building many pipelines myself.

This helped me understand where the design became difficult under the complexity of real data. Following data through a pipeline was one recurring problem, confirmed by conversations with other users. Managing the wide variety of inputs and outputs in a pipeline, ensuring all users had access to them and comparing file sizes or row counts was another.

Bring inputs and outputs into one view

One place to see, share and compare everything going in and coming out

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The pipeline’s right-hand area was originally intended for live data preview, but this proved technically challenging. Based on user feedback, I repurposed it to bring inputs and outputs together from their three separate tabs, resolving a navigation problem inherited from the original code editor.

Show the lineage

Coloured lines let users follow data through a pipeline

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Another pain point we identified was keeping track of data lineage through pipelines. I proposed connecting lines between stages to help users follow data through a pipeline. Initially, I envisioned user-defined colour groups to denote functions, but the feedback we got was that these would add configuration overhead. Instead, we automatically cycled colours through a spectrum to distinguish connections.

Follow the connections between pipelines

A flowchart across pipelines, brought into the product

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As clients chained pipelines together, we found ourselves explaining the connections through Miro flowcharts. This was a desire line: a view we repeatedly created outside the product.

In 2026, we built a flowchart view into Quantemplate, giving users an overview across pipelines alongside the detailed stage editor.

Make activity visible

Pipelines glow as they run, so the data flow becomes tangible

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Pipelines glow as they run, along with their corresponding connecting lines in the flowchart. This makes execution visible in the context of the wider workflow. We recorded an uptick in engagement during demos and training sessions as the data flow through a pipeline became tangible.


5-minute demo


Outcome

A platform for product development

  • 17kRuns per year
  • 3.4bnRows processed annually
  • 34+Different data domains
  • 100%Sales attributed to pipelines

Pipelines became our platform for product development that is still improving today, delivering new capabilities and refining in response to feedback.

The work began with getting the full transformation capability into users’ hands. Sustained refinement then came from observing how clients used it, building pipelines ourselves and following the workarounds that showed us what the product needed next.


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