Transforming a Video Pioneer in a Crowded Market

Role: Director of Product Design

Duration: 3 years

As the Director of Product Design at ooVoo, I led a shift to focus on what users truly needed beyond video calls. I built a talented, collaborative design team across three countries and fostered a culture of creativity and user-focused problem-solving. Together, we redefined how ooVoo could better connect with and serve its users.

The Goal

ooVoo’s Mission in Redefining Connections

Redefine connections by bringing families and close friends closer through interactive video shared experiences, and innovative tools that allowed for connecting in deeper, more meaningful ways.

When I joined ooVoo, the company was a well-known player in video communication with over 40 million users. It was a solid foundation, but we were facing a big challenge. The market was evolving quickly. Competitors like Skype were established, but the real shift was coming from mobile-first platforms like Facebook Messenger and WhatsApp. They were redefining how users experienced and expected video communication, and it was clear that we needed to adapt—fast.

Our goal wasn’t just to create another video app (where is the value in being a copycat?). We wanted ooVoo to become a place where people felt a genuine connection—where family and friends could share moments in a deeper, more interactive way. That vision guided everything we set out to do.

But bringing that vision to life wasn’t going to be easy. We faced some significant internal challenges that we had to tackle head-on before we could move forward.

Driving User-Centered Innovation, Collaboration, and Strategic Design Leadership

My Role

  • Develop and lead the design experience strategy

  • Recruit and hire a diverse Design team to support multi-platform experiences

  • Reduce technical debt and refocusing on user-driven priorities

  • Transform design strategy to be user-centered

  • Established cohesive design principles

  • Foster cross-functional collaboration between product, design, and engineering partners

I knew that simply updating features wouldn’t be enough. We needed to move from a technology-first mindset to one that was truly user-focused. That meant taking a closer look at our users—their needs, their aspirations, and how we could create something meaningful that stood out from other video apps.

To help make this happen, I built a diverse team of Product Designers spread across New York, Israel, and Canada. Each person brought unique strengths, and I worked to align those strengths with the most important areas of work. This approach kept the team motivated and ensured we were delivering real impact. Leading this team was about supporting their creativity and collaboration to help ooVoo grow into the platform we envisioned.

Addressing Market Demands and Internal Growth Challenges

Key Challenges

  • Increased competition

  • Commoditization of video technology

  • Need for product diversification and evolution

  • Risk of user attrition

  • Meeting user expectations

Market & Customer Challenges

  • Technology first, users second

  • Monolithic codebase limiting platform flexibility

  • Technical debt and product misalignment

  • Limited design presence

  • Inconsistent user experiences

  • Engineering-Design disconnect

Organizational & Product Challenges

To understand the scale of what we faced at ooVoo, you have to look at the challenges from all angles. On the surface, we were competing in a crowded market where video communication was no longer a unique selling point. Everyone was offering it, and many were doing it better. But the real challenges were deeper.

Internally, ooVoo had a technology-first mindset. Decisions were driven by what was technically feasible rather than what users actually needed. This led to products that often felt out of touch with everyday experiences. On top of that, we were working with a monolithic codebase, making it almost impossible to adapt quickly or innovate in a fast-moving market.

Design wasn’t prioritized either. It was treated as an afterthought, coming into the process after major decisions were already made. This reactive approach caused inconsistencies in the user experience and made it harder for the product to truly resonate with our audience. Adding to that, there was a disconnect between design and engineering, which created inefficiencies and resulted in a fragmented product.

Instead of seeing these challenges as roadblocks, I saw them as opportunities to create meaningful change. We began an internal transformation, moving toward a user-centered and agile approach. One of the key shifts was transitioning to a modular architecture. This gave us the flexibility to adapt to user needs in real-time and reduced technical debt, allowing us to create a product that felt seamless and relevant.

We also reevaluated our features, cutting what didn’t serve our users and doubling down on what added real value. By focusing on what mattered most, we built a product that wasn’t just functional but truly meaningful—one that helped people connect in deeper, more impactful ways.

ooVoo’s Shift to User-Centric Growth

My Impact on Enhancing User Experience and Platform Flexibility

  • User-centric Approach

  • Mobile-First Strategy & Platform Optimization

  • Agile and Iterative Development

  • Modular Architecture & Technical Evolution

  • Data-Driven Decision Making

Key Factors of Success

At the core of ooVoo’s transformation was a commitment to understanding and prioritizing our users. Instead of simply adding more features, we focused on identifying what would make ooVoo an essential part of their daily lives. This led us to adopt a mobile-first strategy, recognizing that a seamless mobile experience was critical for our audience.

To achieve this, we tackled significant technical challenges. One of the biggest was dismantling our monolithic codebase, which had been holding us back. By creating separate iOS and Android apps, we could take advantage of each platform’s unique capabilities. This not only improved app performance but also gave us the flexibility to respond quickly to changing user needs.

On the cultural side, I worked closely with the head of product and engineering to create a more iterative development process. This approach emphasized rapid prototyping and real-time feedback, helping us stay aligned with user expectations. More importantly, it shifted our team’s mindset to focus on delivering solutions that worked to improve the ooVoo experience.

Over two years, these efforts paid off. We added more than 100 million registered users, and people were spending a billion minutes on video calls every month. In some markets, like Japan, we saw incredible results—a 974% increase in new users. These achievements showed how aligning strategy, technology, and user experience could drive meaningful growth and solidify ooVoo as a globally recognized platform.

Empowering Personal Narratives

Collaboratively Shaping ooVoo into a Platform for Stronger Connections

  • Customizable storytelling

  • Fostered personal storytelling and engagement

User Profiles with Personal Stories

But honestly, the real transformation went beyond the numbers. Our research showed that people weren’t just looking for video calls—they wanted something more meaningful, a way to connect on a deeper level.

We realized the opportunity wasn’t in just facilitating conversations but in helping people share who they really were. Instead of creating basic profiles, we designed a space where users could express themselves. Each profile became a personal environment for capturing moments, moods, and memories that felt authentic.

This approach turned ooVoo into more than just a video app. It became a community where people could share their stories and build real connections—a place where they felt seen and a sense of belonging.

Enabling Seamless Communication

Collaboratively Shaping ooVoo into a Platform for Stronger Connections

  • Introduced messaging beyond live calls

  • Supported text, photo, and video snippets

  • Integrated ooVoo into daily user routines

Asynchronous Messaging and Interactions

We added asynchronous messaging to ooVoo, giving users a way to stay connected even when they couldn’t jump on a video call. This feature let people share quick texts, photos, or short videos on their own schedule, fitting naturally into their daily routines. The goal was to make communication easy and accessible, so users could connect whenever and however it worked for them.

Elevating Video Experiences

Collaboratively Shaping ooVoo into a Platform for Stronger Connections

Interactive Backgrounds and Visual Enhancements

  • Personalized video call experiences

  • Added creativity and self-expression

  • Boosted engagement with visual effects

We also wanted to make video calls more fun and personal, so we added interactive backgrounds and visual effects. It gave people a way to show off their personality and mood during calls, making every conversation feel a little more unique. These features made it easier for people to connect in a real and creative way, turning ooVoo into a place where calls weren’t just conversations—they were experiences.

New Design Team Shapes ooVoo's Multi-Platform Future

I shaped a new design team structure for multi-platform expansion

To support this transformation, I restructured our design team. With a small team, I moved us from working in isolated Agile pods to a more unified structure. This shift helped us stay aligned on a consistent vision across platforms. It also gave each designer a broader understanding of the entire user journey, allowing us to deliver more cohesive and engaging experiences.

Building a Product Users Love

In-Depth User Research Identified Key Needs and Preferences

  • User interviews

  • App store review feedback

  • Guerrilla usability testing

  • Social media monitoring

  • App Store Optimization (ASO)

  • Moderated usability testing

Mixed Methods Research

We didn’t guess what our users wanted—we made it a priority to listen. Partnering with our product and marketing teams, we launched a thorough discovery process that included user interviews, app store reviews, guerrilla usability testing, and in-app feedback tools. These efforts gave us a clear picture of what our users were struggling with, what they valued, and what they hoped to see.

For example, app store reviews highlighted issues we hadn’t spotted, like difficulties navigating certain features. Instead of just fixing the problems, we took it as an opportunity to improve the experience as a whole. By staying this connected to our users, we were able to make meaningful changes that truly resonated with them.

Unifying Design Across Platforms

Building a Unified Brand Experience Across Devices

  • Platform-specific design

  • Cohesive brand identity

  • Streamlined design delivery

User Profiles with Personal Stories

To make sure ooVoo felt consistent across every touchpoint, I led the effort to build a unified brand identity. This wasn’t just a one-and-done task—it took ongoing collaboration and a lot of attention to detail. We developed platform-specific design systems that kept the brand consistent while adapting to each device, creating an experience that was both intuitive and engaging.

Driving a Unified Design Culture

Streamlining Workflows and Communication for Team Growth

  • Daily stand ups and documentation

  • Cloud-based tools for project management and reporting

  • Centralized communication platform for team collaboration

  • Regular collaboration meetings to review and critique work

  • Clear project boundaries and objectives

Process Improvements

I focused on building a culture of collaboration, introducing daily standups, documentation practices, and regular critique sessions. Establishing these rituals made communication more seamless and encouraged every team member to contribute ideas. This allowed us to work more effectively, breaking down silos to ensure a sense of shared purpose.

Improving Communication Across Disciplines

Streamlining Workflows and Communication for Team Growth

Setting High-Level Expectations for Collaboration

  • Streamline development

  • Pre-launch refinement

  • Open and early feedback sharing

  • Alignment with Executive Leadership

Diving Deep into Project Execution

When we set out to bring design, product, and engineering closer together, my main focus was creating a culture of open communication and shared goals.

I worked to break down silos by setting clear expectations and building trust across teams. I made it a point to facilitate open conversations where everyone—designers, engineers, and product managers—could share feedback and and contribute more meaningfully. This created an environment where ideas flowed naturally, and potential issues were addressed early on, before they became roadblocks.

By aligning on objectives from the start, we avoided surprises during execution and moved forward with more confidence and efficiency. Everyone was on the same page about what success looked like, which made delivering high-quality work much smoother.

In the end, this approach not only improved how we worked together but also led to a more cohesive product and faster time to market. It kept us all moving in the same direction with more focus and shared purpose.

Happy and Empowered People Drive Success

Empowering the team to excel and deliver

Empowered team collaboration and growth

People

Process

Streamlined workflows for efficiency

Strong collaboration with key stakeholders

Partners

Product

User-focused design that drove engagement

Despite being acquired and eventually phased out, ooVoo’s journey was marked by significant achievements. We added 100 million new users, but more importantly, we redefined how people connect through our platform.

Our success boiled down to four key areas: People, Process, Partners, and Product. By focusing on these aspects, we built an environment where everyone felt empowered and inspired. It wasn’t just about reaching targets; it was about creating something meaningful that we were proud of.

This journey was truly about growth, learning, and incredible teamwork. I am proud to say that I continue to maintain strong relationships with many of the people I collaborated with during my three years at ooVoo.