Any.do Task Ecosystem
Any.do expanded rapidly across platforms, resulting in a fragmented experience and uneven design maturity across touch points. I led design efforts to unify the product, ship new features, and evolve it into a modern, scalable productivity ecosystem.
Role & scope
I led design efforts to unify Any.do’s cross‑platform experience spanning mobile, web, desktop, WatchOS and app extensions while shipping new features and evolving the product into a modern, scalable productivity ecosystem. My work blended hands‑on feature design with platform strategy and long‑term vision to bring coherence to every touch point.
Partnering with product and engineering leadership, I aligned on priorities, influenced the roadmap, and embedded consistency in both craft and code. I also ran workshops and built resources that helped teams apply user‑centered thinking, introduced the company’s first design guidelines, and raised quality standards across the product.
“...how might we bring the full power of mobile planning to desktop and evolve Any.do into a cohesive productivity ecosystem?”
Web & Mac OS experience
Despite browser & OS constraints, we aimed to create a web app that seamlessly integrates with our mobile app, providing users with a cohesive planning & productivity experience across devices. Our goal was to showcase the power of the Any.do Web App + mobile app combo, emphasizing its planning capabilities & productivity features on the user's computer.
The Web and Mac OS experience introduced powerful features like task dragging and batch editing, making desktop usage more fluid and efficient. Continuous user research revealed growing demand for shared task workflows, prompting us to evolve the app into a lightweight team workspace that supports coordination, delegation, and real-time progress tracking.
Smart type
Building on the evolution of our web experience, I worked on cross-platform feature Smart Type, a natural language processing input that lets users create structured tasks using freeform language like “Order groceries tomorrow at 6pm.” As they type, the app intelligently parses dates, times, tags, lists, and collaborators helping task entry into a single, fast interaction.
This shift toward intelligent input reduced friction across the app, especially for power users juggling multiple tasks. I collaborated closely with engineering to define parsing behaviors, edge cases, and multi-language logic, ensuring the experience was fast, reliable, and adaptable. Smart Type became a foundational layer for both personal and team productivity, one that quietly anticipates user intent while preserving full control.
Assistant iterations
In reshaping Any.do's Assistant feature, we tried to come up with a blend of highly trained human assistants with cutting-edge machine learning and AI technologies. This novel approach aimed to enhance user productivity by simplifying tasks like flight bookings and gift purchases through a seamless mix of text and voice inputs.
The successful integration of human expertise and AI capabilities resulted in a significant reduction in support queries, an impressive 80% increase in overall completion rates, and a notable 32% rise in Premium package sales. This redesign not only transformed the Assistant feature but also paved the way for a new era in user assistance.
“We set out to reimagine virtual assistance blending human insight with AI to make productivity feel personal.”
Product video (produced by Shai Pal)
Brand refresh
Recognizing the importance of keeping our brand relevant and visually appealing, I led the efforts to revitalize the Any.do brand identity. Through extensive research and careful consideration, we developed a fresh and modern visual language that aligns with our target audience and reflects the evolving nature of our product.
During the Any.do brand refresh, we focused on creating a cohesive and memorable brand experience across all touchpoints. We refined the brand elements, such as logos, color palette, typography, and graphic styles, to create a harmonious visual system extending to various marketing materials, landings, and social media platforms.
Impact & reflections
Over 2.5 years at Any.do, I helped evolve the platform across web, mobile, and desktop, leading design efforts that improved usability, introduced new features, and brought greater cohesion to the product experience. From task management flows to AI-powered assistants, I shaped core functionality and drove experiments that expanded the Premium offering.
Beyond feature work, I focused on raising the design bar across the company from building systems, refining processes, and aligning with engineering and product to deliver with quality and speed. This chapter sharpened my ability to scale design impact while staying hands-on with craft, iteration, and cross-platform thinking.
I’d love to build something great with you, say hi.
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