Overview

Twilio is a cloud communications platform that provides tools for building messaging, voice, and video applications. During this project, I designed a new way for customers to set up Google Business Messages (GBM), a messaging channel that allows end users to connect with businesses via Google Search, Maps, and other platforms.

Approach

I collaborated closely with the Director of Product and the development team from concept to launch. I organized the kickoff meeting, gathered user needs, clarified business requirements, created and shared early concepts for feedback. Given this is a complex and fast-paced project, I organized 1-2 dedicated feedback sessions per week with the product and development team, and I often shared my design process on Slack between sessions. I also created prototypes and a user testing guide to conduct research with the existing customers. The project launched in fall 2023.

My Role

  • Product Design Lead, Researcher

  • Team: I collaborated with the Director of Product, Senior Product Manager, and the development team.

 
 
 
 
 

Pain Points

Before this project, customers could only gain access by escalating to their account manager or submitting a support request—both time-consuming and costly methods for the company. By designing a more efficient way to access this channel, we aimed to boost customer satisfaction while reducing support costs.

The following are the customer pain points that I have identified through talking to the product managers and existing customers:

1) Customers don't understand the benefit of Google Business Messages (GBM) and how it works.

  • Channel is new – customers don't know what "GBM" means

  • Customers don't know about GBM's benefits: ~70-80% device penetration, entry points on Google Search and Maps, on iOS, Android and desktop (Chrome), on Google's Dialer app

  • Customers don't know how these features translate to benefits for their businesses

  • Customers don't know that GBM is a user-initiated channel only, which is different from other existing channels

2) Customers are unaware of GBM's prerequisites to launch

  • Google requires businesses to respond to incoming messages, otherwise the agent is removed. Twilio could be penalized for having low quality businesses.

  • Google requires agent (human) escalation.

  • For the Google Maps entry points, businesses need a Google My Business account, with at least one verified location

 

Translating User Needs into Concepts

1) Few customers are familiar with this new messaging channel, therefore, I have decided to focus on the following user goals on the new customer dashboard:

  • Learn about Google Business Messages (GBM) and how it works

  • Explore benefits and use cases

  • Verify eligibility

 

2) Additionally, customers are often unaware of GBM's prerequisites. To ensure their success, we decided to help them verify eligibility and explain the requirements early in the process.

 

The Final Design

To gather feedback before launch, I created a prototype and user testing guide, and ran user research sessions with the Direct of Product and another product manager. The overall approach was well-received. Customers found it helpful to understand the what, why, and how early in the process. Most people had no issue understanding the flow and setting up 'senders' in the console, and we made minor design changes to improve the labels to improve comprehension. The GBM project was launched in fall 2023.

Prototype of how a new customer would set up Google Business Messages within the Twilio Console