The Problem

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. ‍