Driving Product Design at Zoko (5 Years)
Zoko is a WhatsApp commerce platform that helps Shopify businesses manage customer conversations, marketing, and sales from a single workspace.
Over the past 5 years, I’ve been driving product design at Zoko - shaping core experiences across inbox, automation, campaigns, and design systems.
This work directly impacts how businesses communicate with customers, close sales, and scale operations on WhatsApp.
Product System Overview
Zoko is a WhatsApp commerce platform used by Shopify businesses to manage conversations, marketing, and drive sales - all within a single system.
My Role
I led product design across Zoko’s core platform, working closely with product, engineering, sales, and marketing to define and deliver scalable experiences.
In the absence of a formal design team, I took ownership of design decisions across the organization - aligning stakeholders, defining UX patterns, and ensuring consistency across the product.
Impact
• Scaled the product from a single-agent tool to a multi-agent platform
• Improved agent efficiency by simplifying high-volume chat workflows
• Increased adoption of broadcasts and automation features
• Reduced friction in switching stores and managing conversations
• Established scalable design patterns across the product
How I Work
I work at the intersection of product, engineering, and business teams - translating complex requirements into simple, scalable product experiences.
In the absence of a formal design team, I led design decisions across the organization - aligning stakeholders, defining UX patterns, and ensuring consistency across multiple product areas.
This required strong ownership, decision-making, and cross-functional collaboration to move the product forward.
System I Designed and Scaled
Over the years, I’ve worked across multiple parts of the Zoko product.
Below are selected case studies that highlight key product challenges and design decisions.
Multi-Channel Inbox & Agent Workspace
Problem:
Businesses struggled to manage high-volume conversations across multiple agents and channels, leading to inefficiencies and missed customer interactions
Solution:
Redesigned the inbox into a multi-agent, multi-channel workspace with real-time collaboration, improved visibility, and streamlined workflows
Outcome:
Transformed the product into a scalable WhatsApp commerce operations platform, improving efficiency and reducing context switching
Designing a Scalable Product System for Zoko
Problem:
As the product expanded across multiple features, UI inconsistencies and fragmented patterns slowed down development and impacted user experience
Solution:
Designed a scalable product system covering components, interaction patterns, and visual standards across inbox, automation, analytics, and onboarding
Outcome:
Enabled faster feature development, improved consistency, and reduced fragmentation across product areas
Automation Workflow Builder (Zoko Flows)
Problem:
Merchants struggled to automate customer interactions without technical knowledge, leading to repetitive manual work and inefficiencies
Solution:
Designed a no-code workflow builder enabling users to create automation using rule-based triggers and actions with a simplified, guided experience
Outcome:
Enabled non-technical users to create and manage automated WhatsApp interactions end-to-end, reducing manual effort and improving engagement
User Onboarding - Zoko + Meta
Problem:
Setting up WhatsApp Business API was complex and confusing for first-time merchants, leading to drop-offs during onboarding
Solution:
Redesigned the onboarding flow to simplify setup, reduce technical friction, and guide users step-by-step through connecting their first number
Outcome:
Significantly reduced onboarding friction and improved activation rates for first-time merchants
Analytics & Reporting System
Problem:
Merchants and team leads lacked visibility into conversation performance, making it difficult to track efficiency and make informed decisions
Solution:
Designed a reporting system to monitor conversation volume, response times, and agent performance with clear, actionable insights
Outcome:
Unlocked data-driven decision-making across support and sales operations, improving overall team performance
AI-Assisted Templates & Broadcast
Problem:
Creating WhatsApp broadcast campaigns was time-consuming and complex, requiring manual effort to write message copy, select target audiences, and ensure compliance
Solution:
Redesigned the broadcast workflow by introducing AI-assisted guidance to generate message copy, suggest audience segments, and simplify campaign creation
Outcome:
Reduced a 5-7 step manual process into a guided AI-assisted workflow, significantly improving speed and usability for non-technical users
These case studies represent a slice of 5 years of continuous product work. Each one involves real constraints, cross-functional collaboration, and design decisions made inside a live, growing SaaS product. This work directly impacts how businesses communicate with customers, close sales, and scale operations on WhatsApp.
Let’s build thoughtful, scalable products.
Open to senior IC and design leadership roles. If you're building something interesting, let’s talk.
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© 2026 Sooraj. Designed with intention.