Driving product transformation at Goto

The product transformation initiative at Goto aimed to evolve the platform from a telephony-focused tool into a comprehensive solution for modern business needs. As a UX designer, I ensured this transformation met user needs while driving growth and innovation.

The challenge

Jive’s origins as a telephony-first platform limited scalability into the Goto product family. Users needed integrated collaboration tools, like meetings and messaging, while contact center customers required features tailored to their workflows. The challenge was to broaden the platform without overwhelming existing users or compromising its simplicity.

The approach

The transformation focused on three key principles:

• Seamless integration: New features, such as meetings and messaging, were designed to feel natural within the platform.

• Scalability: Solutions supported complex contact center workflows while remaining accessible to small businesses.

• User-first mindset: Research and feedback informed design decisions, prioritizing impactful improvements.

I collaborated closely with product managers, engineers, and customer success teams to align priorities and develop solutions iteratively.

Expanding platform capabilities

Key upgrades included:

• Meeting features: Users could schedule, join, and manage meetings directly within the platform, enabling smooth transitions between calls and meetings.

• Enhanced messaging: Threaded conversations, team channels, and tagging supported daily communication and contact center needs, such as queue management and collaborative problem-solving.

• Agent workspaces: Customizable, data-rich environments empowered contact center agents with tools like inspectors, drawers, and live dashboards to improve efficiency.

Handling interruptions seamlessly

Given the nature of communication tools, interruptions were a major focus. I designed workflows that helped users manage incoming calls, messages, and meeting invites without losing progress. Features like smooth transitions from softphone sessions to calls and non-disruptive notifications ensured productivity and user satisfaction.

Key successes

• Unified workflows: Users could manage calls, messages, and meetings in one platform, reducing tool-switching and boosting productivity.

• Contact center readiness: Advanced features like queue management and real-time analytics positioned Goto as an enterprise-level solution.

• Scalable design: Flexible architecture allowed for new features to be added seamlessly, ensuring long-term growth.

Data-driven insights

Analytics and usability studies identified pain points and guided improvements. For example, feedback on early prototypes led to customizable interfaces, enabling users to tailor layouts to their needs.

Lessons learned

Aligning UX with business strategy was key to success. By balancing user-first design with organizational goals, we delivered a transformation that met both customer expectations and market demands.