Role
Lead Product Designer
Company
Block (Square)
Timeline
2025, ~3 months to launch
Scope
- ~200 AMs
- 53,000+ seller accounts
Team
- 1 PM, 4 Engineers,
- 2 Data, 2 ML
One workspace to prioritize prepare decide on a book of business.
The problem
The job before SmartHub.
Square’s highest-value Account Managers were running million-dollar seller relationships out of Google Sheets. Every morning meant opening multiple tools, cross-referencing data that didn’t always match, and piecing together a picture of accounts worth millions. There was no signal telling them who needed attention, no way to see problems coming, and no visibility into how their book was performing against the new variable pay structure that determined their own compensation.
The approach
Built around how AMs work.
I shifted research away from asking AMs what they liked about existing tools and instead asked them to walk me through their day. That reframe surfaced what months of earlier conversations had missed. AMs weren’t struggling with features, they were struggling with prioritization, fragmented context, and not knowing where to focus. The goal became a platform opinionated enough to replace a spreadsheet, and flexible enough not to feel like one.
A day in the life
From assembling a picture every morning, to walking in already oriented.
Who needs attention today.
The accounts table surfaces the full book in one view. Signal pills flag risk, growth, and retention activity. The variable pay column shows which sellers count toward comp and how they’re trending. In one screen, the AM goes from scattered to oriented.
Knowing who's at risk before they go quiet.
This is how we solved the proactive part of the problem. Each signal, score, and recommendation was designed to give AMs context before a conversation started, not after.
150 merchants. One hierarchy.
The accounts table surfaces the full book in one view. Signal pills flag risk, growth, and retention activity. The variable pay column shows which sellers count toward comp and how they’re trending. In one screen, the AM goes from scattered to oriented.
Outcomes
200
Account Managers reached
13,000
Seller accounts managed
40,000
Sellers reached as patterns scaled