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Twilio Frontline

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Challenge

​In July of 2020, I was hired by Twilio to spearhead a complex product concept.  The idea was for a secure app that companies could use for workers who were "deskless", that is, workers who didn't sit a desk with a computer but were out in the field or on the retail floor.  Very shortly after I started, the PM who came up with the concept resigned and I was tasked with taking over the product discovery, determining the correct market segment and defining both the user base and helping to design the product.

Method

In my initial approach, I was paired with a designer and set to work on some guerilla recruiting of people who fit the definition of deskless workers.  We established a baseline for what they would like to see in an app for securely communicating with customers of theirs.  We started an initial round of designs.

We also recruited a large number of people who qualified as "deskless workers" to complete a survey on ideas and opinions on what they would need/want in this type of app.  We recruited from the set responses for follow up interviews to go in depth on the details.

Twilio Leadership decided that they wanted to announce the product at Signal 2020 in October.  That put the team into high gear to get a working app ready for that announcement.  I was put in charge of creating a beta participant sign up and in screening potential customers to see if they would be good partners for this beta project.  I identified the characteristics  that would be needed in a successful customer and conducted interviews along with my Director of PM.  In the meantime, I also conducted usability testing of designs with potential users and made improvements based on that feedback.  

Impact

My research helped to define the product, identify customers, launch the beta and have the product go successfully to GA in the spring of 2021.

Research Highlights:

  • Surveys

  • Guerilla recruiting

  • Interviews

  • Usability testing

  • Beta program definition

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