web app · Design Systems · marketing
2020 - 2022
ROLE
Senior Product Designer
TOOLS
Figma, Jira, Confluence
SKILLS
User Research, Wireframing, Prototyping, Usability Testing
(01)
Challenge
Calltouch is a leading call-tracking company in the CIS region, expanding into marketing tools for enterprises.
The vision was to streamline B2B communication: give companies an integrated platform where operators and supervisors could manage client chats, connect conversations with call-tracking data, and reduce reliance on external tools.
(02.01)
Discovery
Competitive Analysis
Existing solutions (e.g., external messengers and fragmented CRMs) forced companies to juggle multiple tools, leading to inefficient workflows and disconnected data. Calltouch aimed to solve this with an integrated, enterprise-focused approach.
During discovery, I collaborated with product managers and stakeholders to align on the platform vision and understand client expectations. I also conducted competitive analysis and user research to define the opportunity space and validate demand.
Key insights included:
Target customers: Large enterprises and marketing agencies.
Operators: Needed a simple interface for daily communication with clients.
Supervisors: Required monitoring, reporting, and control tools across teams.
Integration focus: Communication needed to connect with call-tracking and marketing data to provide full customer context.
(02.02)
Ideation
The challenge was to serve two very different user groups: operators, who needed a simple, fast interface for handling client chats, and supervisors, who required powerful monitoring, reporting, and control tools.
At this stage, the priority was validating the concept and aligning flows with business goals. I worked on wireframes and user journeys to balance both needs — ensuring operators had clarity and speed while supervisors had oversight and analytics without cluttering the experience.
(03)
Product design
With flows validated, I translated concepts into high-fidelity design using Material UI as a base. I created custom components, dashboards, and chat modules tailored to enterprise requirements, while keeping the UI clear and intuitive.
In total, I delivered over 270+ production-ready screens, covering everything from operator dialogs to supervisory dashboards and settings. I also contributed to related product areas (e.g., widget builders), ensuring consistency across the ecosystem.
The result was a scalable design system that supported rapid development and made the communication platform a core part of Calltouch’s marketing suite.
(04)
Visual Design
Through multiple iterations, I created a unique design language that resonated with OORT’s brand while still feeling approachable and enjoyable for everyday users.
I developed a scalable design system in Figma, built on a clear structure with diverse, reusable components to support fast iteration and consistency.
The final visual direction strikes a balance between a minimalistic AI aesthetic and the playful, community-driven energy of Web3, giving DataHub both credibility and personality.
(06)
Results
Scaling Chats into a core product
After a year of design and development, the platform became a key part of Calltouch’s ecosystem — improving retention and attracting new enterprise clients.
large enterprise clients adopted the platform in the first year
conversion rate from competitor solutions
8 months
to MVP, then refined to full release