• I was also the company photographer :)

  • Hi, I’m Tonny Ma.

    Gladly is a customer service platform loved by recognizable brands such as JetBlue, Tumi, Godiva, Hyatt, Porsche, Sotheby's, Tory Burch, Crate & Barrel, and many more. Our mission, to make customer service a radically personal experience. I joined as the first product designer, a proud employee #16, and have been part of a fantastic journey creating a world-class enterprise product. It's an honor to have the opportunity to design a platform millions of customers use each day to communicate with their favorite brands.

    Over 4.5 years, I lead the designs of many high impact features across Gladly's sprawling platform. Below are some of my projects. Thank you for taking the time to get to know me.

  • The

    Agent Experience

  • Channels in One Place

    Gladly offers a personalized customer service experience. We learned consumers are more connected than ever and use many different forms of communication. However, customer service remains a siloed and disjointed experience. Often only supporting a few channels without visibility across contacts, causing a frustrating experience where consumers have to repeat their problems repeatedly.

    I lead the designs of the core agent messaging experience (email, SMS, Twitter, WhatsApp) and the orchestration across channels to meet customers where they are. It doesn’t matter which channels the customers communicate on. The agent has full history and context to assist the customer in the most personal way possible.

  • Native Voice Platform

    Gladly's most significant differentiation against competitors. I lead the design of the native voice interface, workflows, and integration with physical phone systems.

    Physical to Digital

    We learned agents had hard held mental models about how their phone system worked. Some have worked on phones their entire career. We mapped each phone's actions to ensure the visual representation met the agent's usage and needs. I paid particular attention to the interaction experience between the agent and consumer to ensure that the UI reflected the proper states. We wouldn't want conversations not meant to be heard leaked because of the program. The examples show the transferring feature along with the workflow diagram.

    Phone System Integrations

    We learned organization had many different setups. Smaller companies loved the built-in voice interface. However, at larger organizations, there exist multi-million dollar phone systems already in place. I had to understand complex technical integrations (SIP, Direct Dial, WebRTC). I coordinated efforts between customers, engineering, PM, and design to ensure interaction with a physical device and UI were in sync. This exercise opens up Gladly to many more customers as we can integrate with a wide array of voice setups.

  • Orchestration Across Channels

    Where Ever You Go, I'll Follow

    If you've ever spoken to customer service only to have to cut the phone conversation short because you had to run (meeting, hungry child/pet, etc.)? You may have said to yourself, "Ugh, I guess I'll call back or chat back in later" and ponder what a pain it will be to reexplain your problem all again. Gladly, changing channels is a seamless experience for both the agent and consumer - from a call to text messaging to any other channel. The timeline history and tool allows both parties to transition to a new channel with ease.

    Think Free Routing

    Agents can select which channels they want to work, and the system intelligently routes the agent the next most important piece of work. We learned there was a hierarchy to follow when agents worked across multiple channels. For example, if an agent is working on an email. They don't mind being interrupted by a phone call. However, when working on a phone call, the customer expects to have the agent's undivided attention.
    I designed the optimal agent experience by highlighting any particular pain points when juggling multiple channels at once.

    VIP Treatment

    I designed a routing feature called 'Dedicated Heroes' this allowed an agent to mark themselves as a preferred agent for a particular customer. Any time the customer reaches out, they will first get routed to their 'hero' across all channels. If the agent is not available the customer has the option to leave a message/voicemail or work with another equally skilled team member.