Lead Center: Iteration of Omnichannel Communication Tools
UX Research, UX/UI Audit, UX Design
My Role: Senior UX Designer in collaboration with UX Research, UI Design Systems, and Mobile Development teams
Evolving with the Market
In my early years at CallRail, a feature known as CoPilot was marketed as a live interaction tool as a companion to the call attribution and analytics app. It allowed agents to accept calls through softphone via web browser or connect to their mobile device to speak with potential sales leads through online and offline tracking numbers. I would soon help with designing more functionality and re-branding it as Lead Center to better define its value prop.
But as more interactions began to be developed, Lead Center quickly became outdated as a calls only feature. I along with another UX designer, a UX researcher, and Product Manager set out to better define it as a multi-interaction tool and identify the specific user types we wanted to market to and cater for.
Product Requirements
The Lead Center dashboard will house features to manage SMS/MMS, chat, and forms alongside calls.
All interactions are consolidated into one inbox.
Create an all-in-one solution to replace phone lines while improving the functionality of the Softphone.
The new dashboard will have an easier agent setup and onboarding as well as team management tools.
Create agent transferring workflow.
Update UI to utilize current design system standards used by the analytics app and cleaner white-labeling.
Understanding Customer Experience and Adapting to Growth
Target Personas Before auditing the current Lead Center experience and interface, we first set out to define who our target personas were for this new multi-interaction iteration.
Although marketing agencies were the primary customers, their main focus was on the analytics app and less about the day-to-day interactions with their customers. For that reason, small and medium-sized businesses became the target market. To evidence this, we broke down feature adoption by industry using internal superadmin tools.
V1 / Legacy The next step was to identify the pain points of the current Lead Center web app. Used mostly by sales and support teams, it excelled at basic call monitoring features with the aid of keyword-based automated call quality scoring and transcripts. It even had basic SMS functionality. But being an MVP, it lacked in the following areas:
Confusing agent setup process (was handled in user settings buried in the analytics app)
Did not work with forms and chat (lack of accessibility to non phone-based communication outside of SMS greatly limited customer reach)
No MMS (picture messages caused delivery failures in either direction)
No ability to transfer calls to other agents
V2 Wireframes After understanding what users required in the new Lead Center, my UX Design partner and I broke out the concept work into 3 phases:
Onboarding / Agent Creation
incorporate agent creation into main navbar
explore stepped modal approach (utilizing Pendo)
Dashboard / Agent Views
explore tabbed views to switch between viewing interactions and agent statuses
think through transfer workflows
Single Inbox + Multiple Interactions
create distinct iconography to differentiate interactions
explore how interactions are displayed in the detail and customer info panels
Onboarding / Agent Creation
Dashboard / Agent Views
Single Inbox + Multiple Interactions
Mobile Layout Iteration
Revamping Legacy Functionality and Redefining Mental Models
Hi-Fidelity Solutions
After exploring the three main phases of UX/UI enhancements, we worked in collaboration with the UI Design Systems team to bring our wireframes to life.
Challenges to note included improving legacy functionality without completely redirecting the workflows of current customers as well as accounting for navigation points between the tiled sections and preventing accidental interaction closures.
For these reasons, the previously explored Dashboard and Agent Views were changed to accommodate the single agent view mental model of the current experience and introduce a new Team View to house the new transfer feature.
The Outcome
Feature Enhancements
The initial work of bringing Lead Center up to speed with new interactions and design system standards paved the way for a rich product roadmap of highly requested features we've heard from customer facing teams and through UX research.
As the Covid-19 pandemic settled in during the initial launch, we witnessed the growing importance of small businesses to maintain communication with their customers and the adoption of Lead Center as an integral day-to-day solution.
