Recallo is a SaaS application that empower businesses with total control of their customer support services such call tracking (inbound/outbound), managing support teams/departments and providing insightful analysis on customer service data.
There was a need to streamline all the cumbersome features of the application into a lite version to reduce cognitive load on users and also create a simpler user journey for user to easily achieve their goals.
The first step was to understand why a lite version of the website was needed. By working closely with the product manager, we analysed Google Analytics data and discovered that 78% of our users only used 30% of the features on the site.
Understanding the users
I worked closely with the product manager to understand the goals and frustrations of the target user segment.
Define & Ideate
We created user stories to help us understand user goals and ideate solutions on how to help users solve these problems.
Design, Prototype & Test
We were able to come up with a solution that optimises user's happy path while anticipating any edge cases.
To properly understand this complex system, I collaborated with the product manager to create an information architecture map listing all the features of the system and how each feature was connected.
Next, We employed color coding techniques to highlight features and illustrate their priority thus allowing us to break down complex tasks into simple processes
By harnessing the power of information hierarchy we were able to prioritise the most important tasks for users and put that informations where users expected to find them.
We broke down a complicated onboarding flow into simple manageable steps by gamifying the experience and helping users focus on completing the onboarding tasks.
I came up with the initiative to introduce a clear system architecture to allow every stakeholder understand the entire system and how every piece fits together to make up the Recallo application. This was especially useful for developer handoff as it ensured a seamless engineering process.
Usability Testing
After the entire design process was conclude we began a usability testing routine to ensure we had accounted for every use case and edge-case scenario.
Lessons learnt
Recallo is currently in it’s engineering phase with the MVP coming out soon. We have successfully built an application that focuses helping users achieve their goals faster and smoother. This could not have been accomplished without putting the users front and centre of the entire design process.
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