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Network of Creative Thinkers
Exotel Web Application

We redesigned and resurrected a cloud telephony platform that powers communication for enterprises

Brief

To create a common thread making each individual candy product recognisable as belonging to the parent brand, while also retaining their individual brand identities. Designing the unique product pouches to appeal to a more premium consumer.

Services:

Product Strategy

Innovation Consulting

User Research

Enterprise UX

Industry:

Tele-communication

Research and Discovery

With user interviews, heuristic evaluation and competitive analysis - we immersed ourselves in the world of Exotel.

Ideation and Strategy

To expand our thinking process and solve the problems we were presented with creativity, we indulged in some assiduous strategic ideation.

Design

The most tangible part of our process! We used insights from collected data to rebuild Exotel’s interface such that it brings its future users both relief, and delight!

Creation of the live dashboard

Problem

Supervisors and adminis had no facility to monitor any efficiency-hindering call centre activities on Exotel’s old interface.

Solution

Motivated by a string of common requests collected during user interviews, we introduced a live monitoring feature - the live dashboard, which gave supervisors and admins the capability to monitor overall call centre performance as well as the daily work-activities of agents.

Navigation

Problem

As a result of Exotel’s linear architecture, navigating through the web application was confusing and unintuitive, limiting accessibility and overall efficiency.

Solution

As per our new IA, we introduced a new navigation structure with a SWITCHER, allowing users to clearly understand different functionalities of Exotel & access them swiftly. Our new design ensures that it is scalable & enables Exotel to add new modules in the future.

Switcher Interaction

Users can easily swich between diferent modules using the switcher. This also allows to add new modules in the future.

New Improved Flow Builder

Problem

Agents often missed incoming calls because the notifications were not explicit enough to draw their attention.

Solution

New notification appears very intuitively to the users on their screens. From the call notification users can add notes, check customer call history while the call is going on.

Interactive & intuitive call notification

Problem

Call notifications coming in to agents using Exotel were obscure and indiscernible

Solution

We created a new call notification which was more noticeable and aesthetically pleasing. We introduced important information like recent call history, call transcriptions and notes, to make user-work more convenient.

before
After

Call Logs

Problem

The call history interface did not present data clearly and was befuddling/confusing for agents and supervisors alike.

Solution

We put in place a new, simpler and cleaner interface which focuses on data that is helpful for Exotel supervisors. Frequently used filters are shown in a statement format and act as headers of the page. This makes it easier and faster for supervisors to filter data as per their need. We also added advanced filters with multiple permutations for pro-users.

before
After

A new and improved campaign experience

Problem

The older Exotel design showed all the different types of campaigns together, making it difficult for users to scan the interface and find specific campaign information, which in turn lowered their productivity.

Solution

Visually, we grouped all campaigns by ‘type’, which allowed us to display all relevant information for each type. This helped supervisors make quick and necessary decisions. We also put in place a ‘Campaign Summary Page’, which provides data about each campaign, its outreach and after-effects.

before
After

Analytics

Problem

Exotel provided data in excel sheets when their users required it, but offered no detailed, analytical feedback. Users had to manually analyse data, which sometimes delayed the important insights, negatively affecting their efficiency.

Solution

We established systems that create analytics automatically, based on the metrics Exotel users wanted to use. Easy access to analytical feedback enables them to have foresight based on past data, avoid bottle necks and optimise their time at work.

User Management

Problem

Even though Exotel had multiple users with different designations and duties, the user management section was designed poorly exposing critical admin info to non-admin users.

Solution

We stepped in, organised permission tabs for each role, added a feature to create new roles, and even included optional customisable permissions for each role. This tightens Exotel’s overall security with respect to information flow, while also ensuring a fluid and delightful UX supports every user.

Comprehensive design system

We delivered a comprehensive and exclusive design system that is unique to Exotel, enabling the essence of the brand to seep through every screen that gets designed for it, now and in the future. Covering button interactions, text capitalisation rules, tone of voice, microinteractions and everything in between, this style guide serves as an elaborate and foolproof instruction manual for designers who may work with Exotel in the future. It also ensures no developer misses out on the minute design details that bring delight to users!