Company Mission

SmartLine is a GoDaddy service that helps small business owners transform their business and build their professional image.

Business Goals

Reduce sign-up drop-off from 15% to 10%
Sign up 10K new users by October 2018

Product Goals

Achieve 4.0 star rating in App Store
Increase user retention by improving core UX

My Role

As a designer with Pivotal Labs, I consulted on the project. I worked closely with a GoDaddy designer to enable him to bring user-centered design methods back to the SmartLine design team. The project team included product managers and developers from Pivotal and SmartLine. I interviewed users and synthesized actionable insights to inform product decisions, helped create the product roadmap, and paired with developers on feature implementation.

Problem Statement

SmartLine wants to help small business owners and solopreneurs spend less time running their business and more time doing what they love by providing a business number that works on your personal phone. GoDaddy assumes that solopreneurs will want to use SmartLine for everything their first line does (e.g. sending and receiving calls and texts, viewing call histories, and reading voicemail transcripts).

Design Process

Clients like GoDaddy work with Pivotal Labs to learn a new way of building software. The process relies on a cross-functional balanced team of product managers, developers, and designers working collaboratively to tighten feedback loops and respond quickly to new insights.

We followed this process throughout the project.

Users

Jill represents the primary SmartLine user based on market demographics and behavioral research. She would like one device for business and personal communication.

“It's difficult to have just one phone, but I've gritted my teeth and put up with it.”

Samantha, Management Consultant