Omnichannel customer engagement platform
A versatile platform built to streamline customer interactions across a wide range of industries — from service providers and clinics to retail businesses, residential complexes, and commercial properties.
Overview
A multi-industry platform that helps businesses — from clinics and retail to property managers and service providers — manage appointments, customer requests, and conversations across every messenger they use, all in one place. Its automation engine handles the repetitive work: routing inquiries to the right specialist, sending instant replies, and turning conversations into booked appointments.
My role
I owned the end-to-end UX/UI process — from stakeholder interviews and competitor research to user flows, high-fidelity mockups, and design handoff to engineering.
The challenge
The client already had a working platform, but it was built for one type of business. They wanted to open it up to entirely new industries — each with their own workflows, terminology, and customer expectations — without making the product feel bloated or unfamiliar to existing users.
The core question I had to answer: How do you design one interface that scales across industries as different as a dental clinic and a property management company, while making complex workflows like omnichannel messaging and automation feel effortless?
Discovery
Client interviews
I ran two rounds of interviews with the client and existing users to understand what was working and what wasn't. Two clear patterns surfaced:
- Users were getting stuck during onboarding and struggling to navigate between core features.
- The client wanted the platform to flex across industries without forcing each one into a one-size-fits-all experience.
UX audit
Auditing the existing product, I found inconsistent visual patterns between sections, unclear hierarchy in the main navigation, and an onboarding flow that was too long and text-heavy. Drop-off at this stage was significant — users weren't reaching the moment the product actually delivered value.
Competitor analysis
I studied how leading platforms in CRM, helpdesk, and appointment management handled multi-industry use cases. The strongest products didn't try to be everything to everyone in the same view — they used smart defaults, role-based dashboards, and progressive disclosure to surface only what each user needed. This shaped my approach to navigation and information architecture.
Problems I set out to solve
- A scattered conversation experience. Customer messages lived in different apps, forcing teams to switch tabs and miss context.
- Onboarding that didn't convert. New users weren't reaching their "aha" moment fast enough.
- A rigid structure that couldn't flex across industries. The interface assumed every business worked the same way.
- Manual work that should have been automated. Repetitive replies, routing, and follow-ups were eating into team capacity.
- No visibility into performance. Managers had no clear way to see how their team or channels were performing.
Design approach
After mapping the problems, I formed hypotheses, pressure-tested them with the team and stakeholders, then prototyped and validated key flows with users before handoff. Every decision below came out of that loop.
Key design decisions
A unified inbox for every channel
I designed a single workspace where social media DMs, email, and messenger chats live side by side. Context stays with the customer, not the channel — so a conversation that starts on Instagram and continues over email reads as one thread.
A faster, lighter onboarding
I broke the original onboarding into smaller, progressive steps and led with action rather than explanation. New users now reach a working setup in a fraction of the time, with optional guidance available when they want it.
A flexible structure that adapts to the business
Instead of designing one interface and forcing every industry to fit, I built a system of modular components that adjust to the business type — clinics see "patients" and "visits," service providers see "clients" and "jobs," but the underlying interaction patterns stay consistent. Users moving between contexts never have to relearn the product.
An automation builder anyone can use
I designed a visual automation builder that lets non-technical users set up auto-responses, route inquiries to the right specialist, create appointments from conversations, and chain actions together — without needing to think in terms of "if/then" logic.
Scheduling that respects real-world complexity
The booking interface handles recurring appointments, team availability, and customer-side rescheduling without making managers juggle multiple calendars.
Reporting that surfaces what matters
Rather than overwhelming managers with metrics, I designed dashboards that highlight the few numbers that drive decisions — response times, channel performance, and team workload — with the option to dig deeper when needed.
What shipped
- Omnichannel inbox unifying social, email, and messenger conversations
- Appointment scheduling with team availability and recurring bookings
- Inquiry routing and specialist assignment
- Visual automation builder for replies, routing, and appointment creation
- Conversation tracking and status management
- Native social media integrations
- Performance dashboards for customer interactions and team output
What I took away from this project
Designing for multiple industries taught me that consistency isn't about making every screen look the same — it's about keeping interaction patterns predictable while letting content and terminology flex. I also got hands-on experience translating genuinely complex workflows, like omnichannel communication and conditional automation, into flows that feel obvious in use. And working closely on the automation features showed me how much design can give back to users: every manual task we removed was time a small team got back to actually serve their customers.