CallRail is a SaaS marketing analytics platform that empowers businesses to track and analyze their customer interactions, providing valuable insights into marketing performance and customer acquisition channels. During my time at CallRail, I collaborated closely with the UI Lead to create and maintain UI patterns, working in tandem with UX designers to support information architecture and find ways to create pattern cohesion in the product experience. The core product area I worked on was developing features for Lead Center 2.0, a new and improved contact center for businesses and their teams to connect and reach their customers.
Lead Center is a lead management platform handling various interaction types like calls, texts, chats, and forms. As the product evolved, it became clear that admins and managers needed a way to oversee the general health of interaction funnels and agent performance. This led to the inception of the Team View project.
We began with conversations with the VP of Customer Experience and a Sales Manager to validate and gather insights. Through iterative design and feedback and user testing with Lead Center customers, a key insight emerged: the distinction between real-time metrics and reporting metrics. This led to the final design, which focused on actionable, real-time data for teams and agent statues. The design carefully balanced the need for oversight and live metrics instead of performance-driven data. The result was a high-level view that could be accessible to all team members, leaving the more detailed analytics available through CallRail's separate analytics product.
The introduction of the new and improved Lead Center brought about the creation of a new user type: Agents. The introduction of this user type opened the opportunity for Lead Center to be positioned as a potential stand-alone product.I was able to bring brand elements into the UI to represent the different user types. We moved away from the older illustration line style and went with a more abstract direction, using shapes to communicate access levels.
Only accounts with Lead Center, gave the ability for users to adopt agent attributes. This flexibility allowed for account customization but also considered billing implications (i.e. users with Agent permissions had additional charges). The design process carefully considered these factors, clearly communicating Agent attributes and their financial impact, while also accounting for the user journeys of different account types and user creation processes.
As a UI Designer specializing in visual systems, I collaborated with UX Designers and Front-End Developers to create and update components that met the needs of both existing and new products. My work encompassed component management, documentation using Notion and Figma, and ensuring cross-product scalability. Working within a centralized/federated governance model, this approach that allowed our team to efficiently build cohesive products while maintaining consistency across our product experience.