Regal Platform

Powerful, but Not Built for Scale.

How to make Regal's platform more flexible and self-serve?

As Regal started serving more users, there was a clear signal that while the early state of Regal was powerful, it was not robust or flexible enough to accommodate the unique needs of our users:

Sales Agents

The current state (built on a third-party platform) had limited functionality so it was best suited for agents working for businesses with shorter sales cycles and high volume of leads.

Sales Leaders

The configuration of Regal's core features — data-driven automation, journey management, key CCaaS capabilities — were not exposed for self-service and fell entirely on Regal's CS team.

A Complete Suite, Built for Scale.

Pioneering a high-touch, data-driven approach to CCaaS.

Regal's vision was to pioneer a new "high-touch", data-driven, and cost-effective approach to CCaaS. To realize that goal, the platform needed to evolve — introducing self-serve capabilities, a unified customer view, and an improved agent experience built for flexibility and efficiency.

Know Thy Users.

Shadowing Agents and User Interviews with Sales Leaders

To inform overall product decisions, I conducted shadowing and interview sessions to develop personas that shaped how we approached each body of work.

Three Areas, One Platform.

Agent Desktop · Journey Builder · Custom Objects

Over the span of a few years, the Regal team iteratively worked towards bringing the product vision to life. This case study highlights a few of Regal's table stake features:

A Workstation Built for Real Agents.

Rebuilding the core agent experience from the ground up.

Agent Desktop is the interface where agents interact with leads and manage their tasks. It provides a 360° view of every customer — consolidating every interaction and contact attributes into a unified customer profile — so agents are equipped to personalize conversations and efficiently execute tasks.

"I need everything in one place — my leads, my emails, my tasks. Jumping between tools kills my momentum."

Sales Agent, Discovery Research

Automating The Right Message at the Right Time.

Automating Orchestration for Managers

Journey Builder automates customer interactions by orchestrating personalized, cross-channel communication journeys. Using triggers based on real time customer behavior, it sends targeted messages via phone, SMS, or email — automatically at the right moment — guiding customers through tailored experiences that drive engagement and conversion. Journey ensures timely, relevant outreach from initial contact to long-term retention.

"I need a way to automatically guide customers through their journey — sending relevant, personalized outreach without my team having to manage each step manually."

Sales Leader, Discovery Research

CRM-Powered Context.

Complete Customer View via Data Integrations

Custom Objects are flexible data structures that allow businesses to store and manage information unique to their needs — beyond standard contacts or accounts. Surfaced directly on the Agent Desktop, they give agents a more complete view of the customer, and give managers deeper insights to optimize workflows, track key metrics, and make more strategic decisions.

"Our customer data sits in Salesforce — I need a seamless way to surface it in Regal so my team has what they need without switching between platforms."

Sales Leader, Discovery Research