Description

Having previously worked at IRIS two years earlier, I was invited back to help the company pivot from a consumer-focused business to a B2B-oriented model. This transformation aimed to leverage IRIS’s innovative audio technology in new, enterprise-level applications.

Purpose

Back in 2020, IRIS Audio Technologies aimed to enhance consumer listening experiences with the IRIS Listen Well app and IRIS Flow Headphones. But the COVID-19 pandemic delayed headphone production and highlighted a growing need for better videoconferencing solutions. I was brought in to lead the design thinking process for IRIS’s new B2B product line, building on my previous experience and deep knowledge of their tech.

Projects

• IRIS Clarity Desktop App: A desktop application designed to isolate voices and eliminate noise during calls and meetings using advanced AI.
• IRIS Clarity Studio: An online app that removes background noise from audio files, targeting professional content creators.
• Global Dashboard: A dashboard to manage all IRIS products, offering analytics, team management, billing, settings, and account details.
• Marketing Website: Redesign of the marketing site to reflect the new B2B direction and improve internal CMS processes.
• Design System: Created a global atomic design system for consistency across all IRIS digital products.

Collaboration

During this pivot, I worked closely with:

• Product Managers: To make sure business goals matched user needs.
• Developers: To bring designs to life and improve products iteratively.
• Marketing Teams: To refresh the branding and communicate the B2B strategy.
• Stakeholders: To gather requirements and validate designs through workshops and feedback sessions.

Role

As the lead designer, my daily work involved:

• Conducting user research and testing to inform design decisions.
• Creating wireframes, prototypes, and detailed UI designs.
• Iteratively improving existing products based on user feedback.
• Designing new features and components for the design system.
• Working with cross-functional teams to ensure a cohesive and user-friendly experience.

Success Metrics

We measured success through several key metrics:

• User Engagement: Increased usage and positive feedback from enterprise clients.
• Efficiency Gains: IRIS Clarity reduced Average Handling Time (AHT) by up to 11% and noise-related complaints by 98%.
• Funding and Growth: IRIS raised $7M in a Series A funding round and expanded its customer base to include major clients like Ascensos, IGT Solutions, and Greenwich Council.

Outcome

The pivot to a B2B focus was a big win, with IRIS’s new ecosystem driving significant business growth and attracting major enterprise clients. Key outcomes included:

• Market Expansion: IRIS expanded into new sectors such as local government, finance, insurance, and call centers.
• Technological Impact: IRIS Clarity’s AI-driven noise reduction improved call center operations and transcription accuracy, boosting overall business performance, customer experience and agent wellbeing.
• Business Performance: The company secured substantial funding and continued to grow its customer base, showcasing the value and impact of its B2B products.

Conclusion

Leading the design efforts for IRIS’s pivot to B2B was an exciting challenge, allowing me to leverage my skills in user-centered design and collaboration. The success of this transformation highlights the power of adaptive design thinking and aligning with business goals to drive product innovation and market growth.