Making WhatsApp work
at enterprise scale
Making WhatsApp work at enterprise scale
Making WhatsApp work
at enterprise scale
Role
Role
Product Designer & Co-founder
2020 to present
Product Designer
& Co-founder
2020 to present
Industry
Industry
B2B SaaS
Enterprise Communication
Compliance
B2B SaaS
Enterprise Communication
Compliance
Outcomes
Outcomes
15% lower infrastructure costs
10× enterprise contract value
5× primary interface adoption
15% lower infrastructure costs • 10× enterprise contract value • 5× primary interface adoption
My Role
My Role
My Role
Over six years as co-founder of Pink App, I’ve led product design from strategy through execution as the platform grew to 1,000+ companies, 40,000 active users and 1M+ daily messages.
My work spans product architecture, research, and system-level decisions, partnering with executive and frontline teams on product vision and roadmap.
Over six years as co-founder of Pink App, I’ve led product design from strategy through execution as the platform grew
to 1,000+ companies, 40,000 active
users and 1M+ daily messages.
My work spans product architecture, research, and system-level decisions, partnering with executive and frontline teams on product vision and roadmap.
Over six years as co-founder of Pink App, I’ve led product design from
strategy through execution as the platform grew to 1,000+ companies,
40,000 active users and 1M+ daily messages.
My work spans product architecture, research, and system-level
decisions, partnering with executive and frontline teams on product
vision and roadmap.
Overview
Overview
Overview
Pink is a B2B communication platform that brings customer and internal communication on WhatsApp into
a single workspace, adding visibility, coordination, and compliance controls.
This case focuses on two milestones: consolidating Collab and Desk into one platform, and adapting WhatsApp communication to regulated enterprise requirements.
Pink is a B2B communication platform
that brings customer and internal communication on WhatsApp into
a single workspace, adding visibility, coordination, and compliance controls.
This case focuses on two milestones: consolidating Collab and Desk into
one platform, and adapting WhatsApp communication to regulated
enterprise requirements.
Pink is a B2B communication platform that brings customer and internal communication on WhatsApp into a single workspace, adding visibility, coordination, and compliance controls.
This case focuses on two milestones: consolidating Collab and Desk
into one platform, and adapting WhatsApp communication to regulated
enterprise requirements.
01. Scale
From two products
to one platform
01. Scale
From two products
to one platform
01. Scale
From two products
to one platform
Pink had two products with increasingly overlapping workflows:
Collab for business conversations and Desk for customer service.
We consolidated both into one platform, building on Collab and
adapting Desk’s service model to it, to reduce implementation
effort and disruption for existing customers.
Pink had two products with
increasingly overlapping workflows: Collab for business conversations
and Desk for customer service.
We consolidated both into one
platform, building on Collab and
adapting Desk’s service model to it,
to reduce implementation effort and disruption for existing customers.
Pink had two products with increasingly overlapping workflows:
Collab for business conversations and Desk for customer service.
We consolidated both into one platform, building on Collab and
adapting Desk’s service model to it, to reduce implementation
effort and disruption for existing customers.
Challenge
Challenge
For leaders
For leaders
Finding operational information often required manual searches, repeated pagination, or support exports, making decisions slower and more reactive.
Finding operational information often required manual searches, repeated pagination, or support exports, making decisions slower and more reactive.
For agents
For agents
The main friction came from constant context switching between tools and scattered information.
The main friction came from constant context switching between tools and scattered information.
Design
Design
Operational
visibility
Operational visibility
Operational
visibility
I introduced real-time dashboards that made conversation volume, backlog, and response
times visible in one view.
I introduced real-time dashboards that made conversation volume, backlog,
and response times visible in one view.
I introduced real-time dashboards that made conversation volume, backlog, and response times visible in one view.
Advanced filters
Advanced filters
Advanced
filters
Advanced filters let managers retrieve conversations by date, status, tags, channel, or owner, reducing manual searches and exports.
Advanced filters let managers retrieve conversations by date, status, tags, channel, or owner, reducing manual searches and exports.
Advanced filters let managers retrieve conversations
by date, status, tags, channel, or owner, reducing
manual searches and exports.
Workflow continuity
Workflow continuity
Tags helped organize and prioritize conversations. Internal threads (Chit-chat) and the knowledge base kept collaboration and answers inside the conversation.
Tags helped organize and prioritize conversations. Internal threads (Chit-chat) and the knowledge base kept collaboration and answers inside the conversation.
Outcomes
Outcomes
Outcomes
20
20
%
%
Fewer support requests for metrics and conversation discovery
Fewer support requests for metrics and
conversation discovery
Fewer support requests for metrics and conversation discovery
20
%
15
15
%
%
Lower infrastructure costs after legacy
product consolidation
Lower infrastructure
costs after legacy
product consolidation
15
%
Outcomes
10
×
Enterprise contract value vs. historical customer average
5
×
Primary interface adoption, from 10%
to 50%, sustained for six months
02. Governance
From shared numbers
to corporate accounts
02. Governance
From shared numbers
to corporate accounts
02. Governance
From shared numbers
to corporate accounts
As Pink moved into larger, regulated companies, shared WhatsApp
accounts no longer provided the ownership, traceability, and control enterprise operations required.
As Pink moved into larger, regulated companies, shared WhatsApp
accounts no longer provided the ownership, traceability, and control enterprise operations required.
As Pink moved into larger, regulated companies, shared WhatsApp
accounts no longer provided the ownership, traceability, and control
enterprise operations required.
Discovery
Discovery
During POCs with financial institutions, three
recurring patterns emerged:
Policy vs. practice
Personal WhatsApp was officially restricted but remained in use.
Hybrid operations without visibility
Centralized and individual numbers coexisted
without integration.
Split records
Formal agreements were archived in email while negotiations stayed in chat.
Employees optimized for speed, while leadership needed traceability and institutional control.
During POCs with financial institutions, three recurring patterns emerged:
Policy vs. practice
Personal WhatsApp was officially restricted but remained in use.
Hybrid operations without visibility
Centralized and individual numbers coexisted without integration.
Split records
Formal agreements were archived in
email while negotiations stayed in chat.
Employees optimized for speed, while leadership needed traceability and institutional control.
During POCs with financial institutions,
three recurring patterns emerged:
Policy vs. practice
Personal WhatsApp was officially restricted
but remained in use.
Hybrid operations without visibility
Centralized and individual numbers coexisted
without integration.
Split records
Formal agreements were archived in email while
negotiations stayed in chat.
Employees optimized for speed, while leadership
needed traceability and institutional control.
Challenge
Challenge
The challenge was to introduce governance
without disrupting established behavior.
The challenge was to introduce governance without disrupting
established behavior.
The challenge was to introduce governance
without disrupting established behavior.
Design
Design
Dark mode
Dark mode
Dark mode sat outside the core governance work,
but recurring support requests and compliance
POCs made it a formal product requirement.
Dark mode sat outside the core governance work, but recurring support requests and compliance POCs made it
a formal product requirement.
Dark mode sat outside the core governance work,
but recurring support requests and compliance
POCs made it a formal product requirement.
Drag the slider to compare both themes.
Drag the slider to compare both themes.
Hybrid experience
Hybrid experience
Conversations could happen in Pink or WhatsApp,
with every interaction automatically recorded inside Pink, preserving familiar workflows while giving leadership consistent oversight.
Conversations could happen in Pink
or WhatsApp, with every interaction automatically recorded inside Pink, preserving familiar workflows while
giving leadership consistent oversight.
Conversations could happen in Pink or WhatsApp,
with every interaction automatically recorded inside Pink, preserving familiar workflows while giving leadership consistent oversight.
Corporate account model
Corporate account model
We introduced centralized service numbers
and individual corporate accounts, balancing the traceability leadership required with the familiar WhatsApp behavior employees relied on.
We introduced centralized service numbers and individual corporate accounts, balancing the traceability leadership required with the familiar WhatsApp behavior employees relied on.
We introduced centralized service numbers
and individual corporate accounts, balancing the
traceability leadership required with the familiar
WhatsApp behavior employees relied on.
Compliance layer
Compliance layer
Visibility into deleted and edited messages,
full traceability, and structured oversight gave
companies institutional control over previously
informal conversations.
Visibility into deleted and edited messages, full traceability, and
structured oversight gave companies institutional control over previously informal conversations.
Visibility into deleted and edited messages,
full traceability, and structured oversight gave
companies institutional control over previously
informal conversations.
Outcomes
Outcomes
10
×
Enterprise contract value vs. historical
customer average
Enterprise contract value vs. historical customer average
10
×
5
×
Primary interface adoption, from 10%
to 50%, sustained for six months
Primary interface adoption, from 10%
to 50%, sustained for six months
5
×
Next project
Next project
Rearchitecting a 500k+
user app for scale
Rearchitecting a 500k+
user app for scale
Rearchitecting a 500k+
user app for scale
New product direction approved in 4 months
New product direction approved in 4 months
Mude.fit · 2024
Mude.fit · 2024