CALLHUB • SHIPPED JANUARY 2025

Home Page — Customer Activation

ROLE

Product Designer
(sole designer)

TIMELINE

Shipped Jan 2025

TEAM

Product Manager

Engineering · Support

SKILLS

Session Research

Interaction Design

Prototyping · Product Analytics

OVERVIEW

CallHub is a platform businesses use to run texting and calling campaigns.

Organizations use it to reach their audience at scale. But new users kept getting lost before they could send a single message — so the goal was to rebuild the home page into a clear path that gets them to their first campaign.

THE PROBLEM

New users couldn’t get past setup to launch a campaign.

I watched session recordings of new users. Most tried to run a real campaign, hit a wall, and ended up in support. The few who got moving struggled with 10DLC registration — and while they waited on approval, the product told them nothing about their status.

The catch: before you can text in the US, there’s a whole compliance chain.

Register a brand with carriers, register a use case, rent a number, import contacts — each step depending on the last. The old home page showed none of it.

WHERE THE FLOW BEGINS

The path splits the moment someone signs up.

Before the checklist, signup asks one question: what are you here for?

Users pick Texting, Calling, Email, or Relational Organizing — one, some, or all. That choice branches the whole experience, so the onboarding they see always matches what they came to do.

The card was the whole game — so I iterated it hard.

Text-heavy, then too slim

One version crammed in copy and overwhelmed. Overcorrecting, the next went slim and compact — “less is better” taken too far.

EXPLORATION 2

Layouts that wasted space or hid the path.

A vertical layout left dead space. Showing one card at a time hid what came next. Showing every step at once — most disabled — was clutter that ate the whole page.

EXPLORATION 3

The wrong thing in focus.

One version leaned so hard on the progress bar that it pulled attention away from the action itself. Another was so plain it was easy to ignore — no pull.

THE FINAL DIRECTION

Enough of everything, in balance.

Enough copy to explain the why, a layout that shows the current step and what’s next, progress that supports the action instead of stealing from it, and enough visual weight to get noticed and clicked.

/projects/1password/6-exploring-chaos.png

THE SOLUTION

One checklist that adapts to each user.

Instead of a separate page per channel, I built one checklist on the home page. It shows steps in order, tracks what’s done, and changes based on whether the user picked texting or calling.

This just wasn't possible with Apple's API limitations.

One step at a time, with no guessing what to do next.

Steps show in order — you can’t skip ahead to one that depends on an earlier step. If a step is already done, it’s struck off automatically, so the flow respects work the user has already completed.

This solution would require a lot of engineering effort, and still result in a buggy and unreliable experience.

Visible progress and benefit-first actions.

A persistent “2/4” shows momentum. Every step leads with why, not just what, with one clear primary action and quieter help that carries the right context.

I handed this off to the 1Password for Safari team!

DESIGNING THE PART CALLHUB CAN’T CONTROL

The hard part wasn’t the smooth path — it was everything that can go wrong.

Carrier approvals happen off-platform, take days, and can be rejected. The home page had to show each of those states clearly.

Under review, rejected, approved — the step changes with the situation.

A trial number lets users keep testing while approval is pending. If an application is rejected, the page explains why and gives a direct path to resubmit. Once approved, the checklist moves them forward to creating a campaign.

ONE PATTERN, EVERY CHANNEL

A calling user gets a different path — same checklist.

Instead of the 10DLC chain, calling users verify their caller ID to earn a “Verified Caller” badge. They can switch channels from the dropdown, and progress stays saved across the switch.

MEASURING IMPACT

Onboarding Modals

These modals are shown to users when they first opened the 1Password app, and here we could direct users to the macOS autofill feature.

65% completion

of users who reach the use-case step complete it.

~2.7× more starts

more users started brand registration across 2025, even as overall signups declined.

WHAT CHANGED LATER

Users were moving — but were they moving with intent?

Post-launch, 80% of new signups never clicked Create Campaign. A new post-signup prompt now asks how they want to start and connects real campaign starters with a compliance expert.

Goal: lift first-visit campaign starts from ~16% to 30%+ within 30 days. Shipped; results pending.

What I learned

Silence was the real killer. Showing status mattered as much as the steps themselves. The error states were the real work, and one flexible checklist pattern proved easier for users and easier to maintain.