Transforming ooVoo into a User-Centered Product
Role: Director of Product Design
ooVoo was a video communication platform with strong technical capabilities but a product experience that was not meeting user expectations. The company was heavily engineering-driven, and design had limited influence on how the product evolved.
I was brought in to lead product design and help shift the organization toward a more user-centered approach while supporting the company’s growth goals.
Duration: 3 Years
Key Outcomes
• Contributed to product growth exceeding 100M+ users
• Built and led a distributed design team across New York, Israel, and Canada
• Shifted product direction from technology-driven to user-centered
• Strengthened collaboration between design and engineering
Challenge
The issues went beyond the interface.
Product decisions were largely driven by technology rather than user needs. The experience was inconsistent across platforms, and the underlying architecture made it difficult to evolve the product in a meaningful way.
Design was not fully integrated into product strategy, which made it harder to influence direction or create a cohesive experience.
Approach
My role was to help reshape how the product was built, not just how it looked.
That meant shifting the mindset toward user-centered thinking, building and leading a design team that could support that shift, and working closely with engineering and product to create a more aligned approach to development.
A big part of the work was helping establish stronger collaboration across teams and creating a clearer connection between user needs and product decisions.
Results
Over time, these changes helped the product evolve into a more cohesive and scalable experience.
The platform saw significant growth, reaching more than 100 million users, and the overall experience became more consistent and easier to use.
Design also became a more trusted partner within the organization, with greater influence on product direction and decision-making.
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