Chord by CloudEngage
OVERVIEW
As Director of UX/UI at CloudEngage, I led the end-to-end design of Chord, the company’s newest product. Collaborating with stakeholders to shape the vision and working closely with developers, I helped define key requirements and drive the successful launch of a focused MVP.
2020 – 2021
Research
UX / Wireframing
Workflow Mapping
Prototyping
UI Design
Accessibility
Design QA
Removing barriers to connect.
Business Problem
Existing video platforms created friction through downloads, account setup, and complex meeting workflows.
The opportunity was to create a browser-based video experience where anyone could join or host a call through a simple, persistent link.
Designing with simplicity in mind.
Strategy
I identified simplicity as the key differentiator.
Rather than asking, “What features should we add?”, I reframed the challenge as:
“What complexity can we remove?”
This shaped a product vision focused on effortless connection, reduced barriers, and an experience accessible to everyday users.
Bringing vision into focus.
Actions
I led UX direction for the MVP by aligning user needs, business goals, and technical constraints.
Conducted competitive research to identify usability gaps and opportunities to simplify video workflows
Defined core experiences for creating rooms, joining calls, and managing access
Simplified workflows through progressive disclosure and intentional feature prioritization
Built a modular, accessible design system to accelerate development and maintain consistency
Partnered with engineering to validate designs against performance and scalability requirements
Key Decisions
Scalable foundation over short-term speed
Invested in a design system that improved consistency and enabled faster iteration.
Simplicity over feature parity
Focused on perfecting the core calling experience rather than matching every competitor feature.
Progressive disclosure over complexity
Reduced cognitive load by surfacing information when users needed it.
Leadership & Collaboration
Aligned product, design, and engineering teams around a shared vision: compete through simplicity, not complexity.
Balanced user needs, business goals, and technical constraints to guide product decisions.
1 on 1
Incoming call
Group
Results
Simple, Accessible Calls
Created a frictionless browser-based experience with no downloads or account setup
Lightweight, Scalable Design
Established a scalable design system that accelerated MVP development
Fast, Efficient Execution
Delivered ahead of schedule, freeing 20% capacity for additional product initiatives
Proven Early Adoption
2,500+ rooms claimed organically during soft launch, validating user adoption
Key learning