RING4
Enabled faster launch to win early customers and scale product delivery
The results
Won early customers after relaunch
driven by a clearer, more usable product experience.
Accelerated go-to-market execution
by identifying and shipping high-impact UX improvements quickly.
Improved product quality without slowing down
thanks to a scalable design approach that fit real-world constraints.
Introduction
Ring4 is a flexible business phone platform designed for small businesses. While the product had strong potential, the user experience made it feel inconsistent and hard to navigate. Important workflows like account setup, messaging and team invites, created unnecessary friction. The team needed to raise the quality of the experience, without slowing down development or delaying their go-to-market push.
Ring4 in a nutshell
Challenges
Solutions
Outdated and clunky interface
The UI felt dated and inconsistent across the entire app.
Modern and intuitive design system
A refreshed design brought structure and visual clarity across the app.
Hard-to-use messaging experience
The messaging UI was rigid and lacked important collaboration features.
Redesigned messaging with threaded replies
Threads and layout changes made conversations easier to follow.
Friction in inviting team members
The original invite process was confusing and slowed team adoption.
Simplified team invite flow
A clearer experience made it easier to onboard new users.
No control over incoming call behaviour
Users couldn't customise call routing, business hours, or handling for missed calls.
Flexible call settings built for real-world use
New settings like business hours, ring groups, and phone menus gave teams full control.
No mobile experience at all
The product had no presence on mobile platforms.
Fully designed apps for iOS and Android
Core workflows were designed and launched across iOS and Android.
Key takeaways
Faster go-to-market execution
Identified and shipped high-impact improvements without slowing the team down.
Better first impressions
New users experienced a clearer, more intuitive product from day one.
More control, less friction
Customisable call settings gave businesses flexibility they didn’t have before.
Launched a mobile experience
Brought essential product functionality to iOS and Android.
"Simon thinks deeply about outcomes before jumping into design"
"He’s probably the best designer I’ve worked with at switching between the exciting long-term vision and the immediate, tactical needs of the team. He thinks deeply about outcomes before jumping into design. From day one, he helped us identify high-impact changes to our existing product without slowing us down. Our product is more intuitive, more consistent, and more delightful to use. We wouldn’t be where we are without him."
Ed Mallory
Product manager, Ring4
GET STARTED NOW
Confusing UX is costing you users. Let’s fix that!
I partner with SaaS companies to simplify complex products, so users onboard faster and stick around longer.
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