Timeline
Timeline
02 months
02 months
Project Name
Project Name
Direct Call
Direct Call
My Role
My Role
Lead Designer
Lead Designer
Only
20%
of users trust incoming calls from unknown numbers
Only
30%
of businesses can ensure the authenticity of their outbound calls
But
80%
of users frequently receive spam calls, leading to a decrease in engagement and trust
Only
20%
of users trust incoming calls from unknown numbers
Only
30%
of businesses can ensure the authenticity of their outbound calls
But
80%
of users frequently receive spam calls, leading to a decrease in engagement and trust
BUSINESS CHALLENGE
BUSINESS CHALLENGE
How might we enhance call authenticity and reduce spam in user interactions?
How might we enhance call authenticity and reduce spam in user interactions?
DISCOVERING THE FRICTION
DISCOVERING THE FRICTION
Customer Pain Points
Customer Pain Points
User anxiety and mistrust prompted by spam calls and unanswered calls
User anxiety and mistrust prompted by spam calls and unanswered calls
Lack of contextual user engagement or communication
Lack of contextual user engagement or communication
Disjointed / Poor CustomerExperiences - Long call waiting time, lack of support
Disjointed / Poor CustomerExperiences - Long call waiting time, lack of support
Loss of revenue; inability to monetise an asset
Loss of revenue; inability to monetise an asset
Missed leads due to unreachability
Missed leads due to unreachability
Before Direct Call
FROM FRUSTRATION TO DELIGHT
A Tale of 2 Experiences
After Direct Call
FROM FRUSTRATION TO DELIGHT
A Tale of 2 Experiences
Before Direct Call
After Direct Call
Targeted B2B Research: Unlike B2C products, B2B competitive analysis required a more tailored approach to address the specific needs of the business audience
Targeted B2B Research: Unlike B2C products, B2B competitive analysis required a more tailored approach to address the specific needs of the business audience
Limited Local Comparisons: The lack of comparable products in the Indian market meant relying on experience to identify key development components
Limited Local Comparisons: The lack of comparable products in the Indian market meant relying on experience to identify key development components
Comprehensive Profiling & SWOT Analysis: Created competitive profiles covering various factors, followed by a SWOT analysis to highlight strengths, weaknesses, opportunities, and threats in the competitive landscape
Comprehensive Profiling & SWOT Analysis: Created competitive profiles covering various factors, followed by a SWOT analysis to highlight strengths, weaknesses, opportunities, and threats in the competitive landscape
DESIGN APPROACH
DESIGN APPROACH
Targeted competitive analysis
Targeted competitive analysis
MAPPING THE CUSTOMER JOURNEY
MAPPING THE CUSTOMER JOURNEY
Understanding User Behaviour and Pain Points
Understanding User Behaviour and Pain Points
From Awareness to Loyalty: Mapped the entire user journey to uncover key interactions and touch points from discovery to continued engagement
From Awareness to Loyalty: Mapped the entire user journey to uncover key interactions and touch points from discovery to continued engagement
Identifying Pain Points: Pinpointed friction in the adoption and usage phases, allowing for targeted improvements to streamline the user experience
Identifying Pain Points: Pinpointed friction in the adoption and usage phases, allowing for targeted improvements to streamline the user experience
Emotional Insights: Tracked user emotions throughout the journey to ensure that frustration was minimised and satisfaction was enhanced at every step
Emotional Insights: Tracked user emotions throughout the journey to ensure that frustration was minimised and satisfaction was enhanced at every step
Bringing the vision to life
Bringing the vision to life
3x Boost in Call Pickup Rates
Users trusted the secure and personalised communication
2x Increase in Conversions
Contextual in-app interactions drove higher conversions
2x Faster Resolution Times
The real-time voice feature led to quicker customer service
3x Boost in Call Pickup Rates
Users trusted the secure and personalised communication
2x Increase in Conversions
Contextual in-app interactions drove higher conversions
2x Faster Resolution Times
The real-time voice feature led to quicker customer service
IMPACT
IMPACT
Business and User Gains
Business and User Gains
KEY LEARNINGS
KEY LEARNINGS
Strategic Takeaways from the Direct Call Project
Strategic Takeaways from the Direct Call Project
Scalability Matters: Designed the system to evolve with CleverTap’s future needs
Scalability Matters: Designed the system to evolve with CleverTap’s future needs
Balancing Complexity & Usability: Simplified the IA without compromising on functionality
Balancing Complexity & Usability: Simplified the IA without compromising on functionality
Collaboration Across Teams: Close coordination with developers and stakeholders reduced friction and ensured alignment
Collaboration Across Teams: Close coordination with developers and stakeholders reduced friction and ensured alignment
Made with care, powered by cold brews
Made with care, powered by cold brews