Multi-Channel eCommerce Platform

190 Countries, 150 Million Users, 15 Billion Interactions, 1 Billion Payments

$30M Product Revenue Growth
$91M Series C Funding
40% CSAT improvement
30% User Acquisition Improvement
170% Flow-Building Productivity Improvement

I crafted a compelling strategic vision, information architecture framework, and seamless UX for a world-class multi-channel mobile commerce platform with AI-powered components. This included integration of chatbots, agent support, and payment processing, aligning with the SaaS strategy outlined by key stakeholders.

Merchant Management Portal

Workflow Builder & Agent Desk

Catalogue & Shopping Cart

Tokenized Payments

My Role

Direction and Team Leadership: Led a team of product designers and UX researchers to architect and design multi-product solution that empowers Clickatell customers to seamlessly deploy chat-based experiences across various messaging channels. 

  • Platform UX Architecture: Led a series of workshops in collaboration with Product Management and Software Engineering teams to establish the foundational architecture framework for the entire solution.

  • Cross-functional Team Collaboration: Collaborated closely with Product Management and Software Development teams to define requirements aligning with the company's business goals and ensuring technical feasibility.

  • Stakeholder Management: Worked collaboratively with stakeholders to define and consistently monitor project goals, timelines, and measurable Key Performance Indicators (KPIs).

Research & Discovery

  • User Research and Analysis: Conducted user interviews and surveys, gathering insights from both internal and external users to inform platform capabilities and product features.

  • Data-Driven Decision-Making: Designed PowerBI dashboards for in-depth analysis of user journey data, providing valuable insights into various processes within the platform.

  • Competitor Analysis and Product Fit: Conducted a comprehensive competitor analysis, contributing to the creation of a product fit report to guide strategic decision-making.

  • Prototyping and Iterative Testing: Utilized iterative prototyping and testing methods to refine the platform's design, validating assumptions, and making informed adjustments for an optimal user experience.

  • Strategic Direction: Analyzed gathered data to identify key opportunities and challenges, informing the strategic direction of the new platform.

Challenges & Solutions

Fragmented Platform: The previous platform generation suffered from fragmentation, where isolated products hindered user journeys, data exchange, and connectivity. To overcome these issues, our design team executed a comprehensive platform redesign. We prioritized crafting a unified, user-friendly interface, seamlessly integrating diverse components. This redesign significantly improved the overall user experience and enabled smoother navigation across functionalities.

Siloed Processes and Teams: In tandem with product fragmentation, the teams overseeing product development faced communication challenges, resulting in a hindrance to project progress. To counter this, our team fostered collaboration and communication across departments. We implemented a streamlined communication strategy, encouraging seamless collaboration and information sharing among teams. This approach ensured a more cohesive and integrated product development process, breaking down silos and promoting effective teamwork.

Legacy Products: The absorption of legacy products into the new platform introduced UX and UI inconsistencies. Conducting a thorough audit and gathering user feedback, we established a unified design system, standardizing visual elements such as color schemes, typography, and iconography. Through the implementation of uniform interaction patterns and navigation structures, we seamlessly aligned the legacy products with the platform's cohesive design language. The result is a transformed set of legacy products, ensuring a more intuitive and user-friendly experience for all users.

Summary

The product design team's platform redesign, innovative problem-solving, and improved communication and collaboration strategy culminated in the creation of a versatile and scalable messaging platform that addresses the needs of various stakeholders in the communication, payment processing and workflow management domain.