SmartReply - SMS Ad Management app

A startup company called mSnap had an existing SMS Ad Management application. SmartReply acquired mSnap and hired me to completely rethink the user flow, reorganize the sitemap, incorporate updated user functionality as well as improve the UI and come up with a design layer to compliment the new SmartReply corporate site (smartreply.com). I worked closely with the lead engineers to develop a more organized and usable platform for SmartReply’s clients to manage their SMS Advertising Analytics.

After tackling the architectural phase (smartreply_ia.pdf), I presented the updated user flows, sitemap, etc. to the CEO and his top management group on the West Coast. After a conference room full of smiles, we began the design phase—improving the user experience by simplifying interactions as well as using consistent colors and styles for all the page elements.

The existing application was designed and built by engineers. The goal of the “Version 2” product was to incorporate the existing functionality, improve it, add new functionality, and build it in a way that their clients don’t have to learn how to use it.

Finally, the last phase of my involvement was to develop the front end of the app (XHTML, CSS, Javascript, etc). I hand coded around 30 static html pages, using the jQuery Javascript library to enhance several user interactions, as well as hand coding a clear, robust, and dynamic style sheet to keep the performance of each page at its optimal level.

The fantastic part of working with SmartReply for me was to deliver all three phases of a redesign —planning, design, and front-end development. I was able to research, plan, design, and build an experience from the ground up. Everyone involved was pleased with the final result. My only hope at this point is to revisit the application after being used by their clients to see what an impact it will have!

Work completed: October 2009