Meet Tresta

A virtual phone system with unlimited calling, texting and powerful call management.

Meet Tresta


Complete user experience redesign from the ground up including marketing strategy, desktop and mobile applications, email campaigns, SEO strategy and branding style guide.

Project Role

Lead UI and UX redesign for all web and mobile experiences.

Small and Midsize Businesses
30-65 yr Users

User Issues:
Conversion and Activation

Team Structure

CEO (Direct Report)
Senior Project Manager
Director of Marketing
Software Engineers
Full Stack Developers

Additional Projects

Website Redesign
SEO Strategy

Signup User Journey
Mobile Application
Desktop Application

Rethinking Email Communication
Branding Style Guide

Starting Point

Tresta is the “digital addition” of a business that was founded in 1990 – PAT Live, a “24/7 Live Answering Service” provider. Tresta essentially transforms your personal phone device into a business unlimited calling and text powerhouse, giving businesses the ability to have a business line and properly manage their call intake, all done through a web management tool.

It all began back in 1990 with PAT Live and now, Tresta was facing a not so sophisticated mental model and it started to hurt the overall business. Old web pages, no content for all its rich features, no guidance in branding or messaging, poor user experience just to mention a few.

Business was lacking both conversion and activation at first.

Initial Web Experience

The initial experience was following a “minimalistic” approach but at the same time was lacking important elements that could drive more users to signing up for the service. Overall, it was all very difficult to understand and sell.

Initial Signup Flow

Because of the previous experience was difficult, signing up for the service was very time consuming and cumbersome. The legal aspect of registering a phone service is usually a longer process and this was a big part of why users were dropping off.

In addition, the full signup process was heavy on a single page and no value added or “user reward” was added in this sequence which added to the drop off and user friction within the full experience.

See old signup page below:

New Approach

I began looking at their website experience and what could be improved, prior to when the user signing up. We started a complete redesign of the experience with some key important factors:

a) We knew users were coming in the website but either dropping off quickly or signing up quickly.

b) If user dropped off quickly, the service was not what they were looking for, or the website did not give them the necessary explanation to address their business needs.

c) If user signup quickly, the service “business phone with unlimited call and texting” sounded interesting, however, the signup process might have not been as expected causing confusion. 

d) We needed to: Redesign the entire experience beginning with the home page and each of the features to enrich content and SEO strategy based on most common keywords searched.

Additional Findings: After redesigning the entire website experience and adding strategy to each feature for their services, we quickly saw an immediate conversion jump and retention rate while users navigated through the website and pages within it. They were eager to learn and dive deeper into understanding the product a lot better prior to making the decision to signup for the service.

However, we needed to address the signup flow following the website redesign.

First task was to answer the question: “What’s important to the user when signing up?

Do they want a local number, vanity number or repeating digits number?

We needed to break this signup flow into small bits of information.

Additional Findings: We quickly understood based on our research findings (Unmoderated sessions), users were more inclined to complete each step in their journey based on the fact they were only presented with what they understood to be crucial to their business without worrying too much on other factors (such as legal terms and documentations), even though we’d give them those steps later in their process.

Additional Findings: Same applied to the mobile experience. 

Below a visual example of some screens in this experience:

Desktop and iPad: Below a visual example of some screens for the new direction within desktop and iPad versions.


Not only we saw a large increase in signups but we also saw many users were staying in the product, since they understood exactly what Tresta meant for their business from a holistic point of view. This was crucial for the next set of products and features we also worked one while receiving great feedback.

A big part of this effort was due to applying a complete overhaul to Tresta’s entire messaging, visual elements, various marketing strategies and user experience processes.

Below are all the additional work I performed, that added to the results we achieved.

Starting with Branding Style Guide:

Marketing Ad Campaigns to support the marketing team:

Complete New Icon Sets to support the new website and  application direction:

Complete New Email Templates to the new communications direction: