Design a platform that enables SMBs to structure their personal workflows using a suite of organizational and communication tools. The challenge lies in defining a standardized framework that accommodates a diverse range of business needs while allowing flexibility for unique use cases. To achieve this, we must first establish core digital business principles for each category before addressing specific corner cases. Most importantly, the tools we develop must follow a consistent logic, ensuring a seamless user experience that encourages adoption—without adding complexity or requiring users to learn yet another tool.

Discovery & Research to Prototyping & Design

• Research to establish an adaptable framework to funnel in almost any business type.

• Baseline business management and communication software analysis (e.g. Skype, Salesforce, Jira etc).

• Establish a vast range of user personas from various SMB markets.

• Identify overlap of business interactions to develop a flow matrix of interchangeable business needs.

• Wireframe and design visual and interactive elements. From client lists to calendar, from knowledge sharing to secure communication.

Testing & Iteration to Launch

• Conduct user testing with a diverse group of business professionals, from management to contractor.

• Gather feedback on ease of use, performance, and customization.

• Iterate based on insights, refining UI elements and interaction patterns for launch.

AT&T transitioned from offering siloed business experiences to providing SMB clients with a growing suite of adaptive tools designed to refine and streamline their workflows. Among these were secure communication features, including virtual conferencing, appointment scheduling, and HIPAA-compliant solutions for records, forms, and information exchange. Released during the COVID-19 pandemic, these tools played a crucial role in helping healthcare providers maintain patient appointments while navigating quarantine restrictions.

Following the successful launch of the SMB platform—particularly in Telehealth—new tools and branding were developed to expand services into additional sectors, including veterinary care, field project planning and maintenance, and secure banking.