A 0 to 1 internal platform that replaced spreadsheets with an intelligent workspace, giving Square’s Account Managers a single place to manage their book and act on AI-powered signals before problems escalated.
Role
Lead Product Designer
Company
Block (Square)
Timeline
- 2025
- ~6 months with phased rollout
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.
A Strategic account could have 150+ sub-merchants scattered across systems. The Merchants tab brought the full hierarchy into one view. GPV by location, signals per merchant, contract status, processing trends. For the first time, AMs could see which sub-merchant was dragging the account’s GPV down and where a conversation was needed.
OUTCOMES
Rolled out across Square’s Account Management organization.
200
Account Managers reached
13
k
Seller accounts managed
40
k
Sellers reached as patterns scaled