CTI - Computer Telephony Integration

SUMMARY

For over a decade 3CLogic is in computer telephony, architected around servicing those two means of communications. My task at a broader level was to make it more user friendly, delightful, and futuristic to add more modes of communication (Email, SMS, WhatsApp) which are in the organization plan, and to reduce the volume of support tickets and training for new and existing customers.

Designing for scale

An interesting part of this project was to change the mindset of stakeholder and our internal teams (Onboarding, Training and Supports), as these are the first whom we take the expert review as they are working over the same interface for 10+ years - which until this point had been centered around what user are expecting and how competitors are delivering.

Taking a super collaborative approach, I involved engineers and leadership at every turn — making sure everything we produced was technically viable but also represented the direction the company and market was headed. Working across hemispheres, a big part of my approach was sketching, prototyping and video feedback.

What I found the most interesting little deviation there is between CTI products on the market. It turns out that there’s a user expectation of how these types of UIs operate — so there’s not a huge amount of opportunity to take a conceptually unique approach. So, my solution was to design a “standard” telephony app that included critical details and clear actions that made it a better version with a delightful experience for our app.

There can be a lot going on with an active Interaction, but I wanted the experience to feel light and friendly no matter what the content type — which followed a principle that our UI should be additive to world-class customer support.