Redefining ooVoo for Modern Communication
Role: Director of Product Design
Duration: 3 Years
ooVoo had strong technical capabilities and an established global user base, but the product experience had become increasingly fragmented across platforms and difficult to evolve.
Product direction was heavily influenced by engineering constraints, design had limited strategic influence, and the experience lacked consistency as the platform continued scaling.
I was brought in to lead product design and help shift the organization toward a more user-centered product strategy while supporting rapid growth across mobile and desktop experiences.
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
• Established tighter product, design, and engineering alignment during a period of rapid platform growth
Challenge
Product decisions were primarily driven by technology constraints rather than customer experience, creating inconsistencies across platforms and making the product increasingly difficult to evolve.
The underlying architecture limited flexibility, slowed iteration, and contributed to fragmented experiences between mobile and desktop products.
Design was not yet fully embedded into product strategy, which reduced the organization’s ability to create a cohesive long-term experience vision.
Approach
The work focused on shifting the organization toward a more user-centered product approach while improving collaboration between design, product, and engineering teams.
That included building and leading a distributed design team, establishing clearer design practices, and working more closely with engineering to align user experience decisions with platform realities and business priorities.
As the product continued scaling globally, the goal was to create a more cohesive experience foundation that could evolve more effectively over time.
Results
Over time, the product experience became more cohesive across platforms and better positioned to support the company’s rapid growth.
ooVoo surpassed 100 million registered users globally while the organization matured its approach to product design, collaboration, and user experience strategy.
Design also gained greater influence within product discussions, helping create stronger alignment between customer needs, platform capabilities, and long-term product direction.
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