Singlecomm · 2015 · Senior Product Designer
I designed a no-code scripting platform that let Singlecomm's enterprise clients build and deploy call-center scripts without engineering help. Beachbody alone saved over $100K a year.
Overview
In 2015, I led product design at Singlecomm, a cloud contact-center platform. Their enterprise clients had a bottleneck: scriptwriters couldn't own their own workflow. Every script ran through engineering.
I led the end-to-end design, from discovery and strategy through prototyping, testing, and delivery. I worked with the PM to define scope and partnered with engineers to de-risk key interactions, including drag-and-drop logic and live preview. I built a coded prototype in HTML/CSS/JS so the team could validate flows with users and show stakeholders a concrete MVP.
The challenge
Script creation was slow, costly, and dependent on engineering. Even minor updates took weeks and needed developer time. That delay held back marketing, limited personalization, and cost clients revenue.
My challenge: give non-technical scriptwriters a way to build and iterate complex call flows on their own, at scale.
Making modifications to scripts would take an enormous amount of time; in our market, an enormous amount of time is not acceptable.Lee Swanson, SVP of Telemarketing, Beachbody
Discovery
To diagnose the problem, I ran mixed-methods research (interviews, task analysis, journey mapping) with 12 scriptwriters, 2 developers, and 2 business leaders across three enterprise clients.
Scripts lived in Excel, code, and rigid templates scattered across separate tools, and every change, however small, queued behind IT. The dependency frustrated the developers as much as the scriptwriters, and it bit hardest during product launches, when scripts needed to change fastest.
I shadowed four scriptwriters as they added upsell logic, adjusted scripts mid-campaign against performance data, built A/B variations, and filed IT tickets for anything technical. Watching the work surfaced what interviews couldn't: they rebuilt every flow in each system, screen by screen, with no way to preview or test along the way.
I synthesized findings into a swim-lane workflow covering concept to deployment. It helped the team align on where time was being lost and where design could move the needle.
Scriptwriters juggled four or more tools, context-switching constantly, making errors, and burning time.
Simple logic changes averaged 12 days and required engineering, delaying campaign launches.
Without validation tools, errors were only found post-launch. Live customer calls became the QA.
The breakdowns cost real money: lost revenue, lower conversion rates, missed market opportunities.
Design strategy
I turned the research into four principles, each targeting a specific failure mode in the old workflow.
Centralize scripting from planning to deployment. Eliminate tool fragmentation.
Give scriptwriters a drag-and-drop canvas modeled on flowcharts they already understood.
Make conditional branching, SKUs, and dynamic inputs accessible without engineering.
Real-time validation and visual feedback, so QA doesn't gate iteration.
It took 2–3 weeks for a change to take place, that greatly impacted our ability to validate the scripts.Enterprise scriptwriter, discovery interview
Ideation
I ran a structured ideation session with scriptwriters, PMs, and engineers. Three How Might We questions framed the discussion, each grounded in research.
Through sketching, dot-voting, and clustering, we landed on three high-impact design directions:
I turned these into wireframes and flows, partnering with engineering and PM on scope and feasibility before prototyping.
Concept testing
I built an HTML/CSS/JavaScript prototype and tested it with five enterprise scriptwriters. All five built multi-path scripts. The session surfaced four things to fix.
"This feels like something I already use, like Lucidchart or Visio."
"It's easy to move things around and see what I'm building."
Solution. I leaned into the familiarity, refining node styles and snap-to-grid behaviors to match the tools they already trusted.
"What happens if I need different upsells for different products?"
"I'm not sure what this logic node will do."
Solution. I added tooltips and onboarding prompts, plus pre-built logic templates for common use cases.
"I want to see how this looks for the agent right away."
"Without preview, I'm guessing if it's right or not."
Solution. I prioritized live preview in the next sprint. The panel updates in real time as users build.
"I use the same upsell flow in five different campaigns. Can I copy it?"
"It would be great to save my best-performing scripts."
Solution. I scoped a reusable "block library": save best-performing scripts, drop them into new flows.
Testing validated visual clarity, non-technical usability, and real-time feedback as the right anchors. With the core scripting concept confirmed, I moved on to the supporting systems: drag-and-drop form builder, conditional branching builder, and SKU builder.
Outcome
The redesign cut script deployment time from 8 weeks to 3 days. Beachbody alone saved over $100,000 a year in IT costs and launched faster across 12+ call centers.
The drag-and-drop tool put logic and personalization directly in business users' hands. IT requests dropped. Iteration accelerated. The architecture it produced (reusable components, modular flows) seeded Singlecomm's later platform work, including white-labeled scripting tools for multiple clients.
Design, edit, and launch call flows in minutes with a drag-and-drop canvas. No code, no bottlenecks.
Create custom data entry forms for names, addresses, payment info, and more.
Add and manage product SKUs inside the script, tailoring offers, upsells, and bundles in real time.
Build dynamic, responsive call flows with simple if/then logic, guiding agents to the right path every time.
Speed to market has been the biggest benefit we've derived from the SingleComm tool.Lee Swanson, SVP of Telemarketing, Beachbody
