Conversational Support System
Building a support operation that balances customer relationships and operational efficiency
ROLE & SCOPE
Product designer, led the end-to-end design strategy for the ticketing system and defined a workflow for the organization
KEY SKILLS
Service Design, User Experience & Design Strategy
CROSS-FUNCTIONAL
Founding product designer(me), Product Manager, and 1 Full-stack developer
PROJECT DYNAMIC
4 Months, Launched June 2024
THE CONTEXT
As Property Share grew from a small team of 30 employees to over 150, customer support became increasingly dependent on informal communication channels.
Customer conversations lived across emails, phone calls, Slack messages, and spreadsheets. While teams were committed to solving customer problems, the lack of a unified workflow made ownership unclear, delayed responses, and created inconsistent communication.
I designed a conversational support system that transformed fragmented customer interactions into a structured service operation, helping teams collaborate efficiently while maintaining strong customer relationships.
THE CHALLENGE
Property Share's customer relationships were built through personalized communication. But as the organization scaled, support became increasingly dependent on individual ownership. Customer conversations happened across emails, phone calls, sales conversations & internal messages. The challenge wasn't a lack of effort.
The challenge was that the organization had no shared system to manage customer conversations at scale.
THE GOAL
The challenge we set out to solve was "How might we help teams collaborate efficiently without making customer support feel transactional?". The goal wasn't to choose between structure and relationship, it was to
Create a system that protects relationships while introducing structure.
RESEARCH
Understanding how support works today, and who keeps it moving.
Customer support had evolved organically as Property Share grew. Different teams had created their own ways of handling requests, resulting in fragmented communication, unclear ownership, and inconsistent workflows.
Before designing the system, I mapped the existing support ecosystem to understand how requests moved between customers, sales representatives, and internal teams.
Workflow
(
team's touch-point
)
INSIGHTS
The current process worked because employees knew who to contact, but it became difficult to scale as the organization grew. Also the blueprint revealed that the biggest challenges were not individual screens, but the handoffs between teams. So mapped all finding into following buckets
Preserve customer context
No customer has to re-explain their issue every time a new person touches it
Define service expectations
Both customers and teams know what "on time" and "resolved" actually mean
Maintain communication quality
Efficiency gains never come at the cost of tone, empathy, or clarity
Give leadership visibility
Managers can see how the system is performing without micromanaging individual conversations
Define and mantain clear ownership
Every case has a single accountable owner, even when multiple people collaborate
These five requirements became the north star for every design decision that followed, the filter we ran each idea through before it made it into the system.
KEY DECISIONS
CUSTOMER FACING MOBILE APP SCREENS
