Prioritise the daily job
Focus navigation and MVP scope on high-frequency call-handling and customer-information tasks.
Why it matters Help the team address the core workflow before expanding the experience.
CloudCall / Product story
Keeping customer conversations in one workflow.
Defining a focused mobile experience and simplifying call handling for sales and customer-support teams.
01 / Understand
The challenge
Call handling, transfers and CRM lookups sit inside time-sensitive customer conversations. Navigation complexity and switching between tools created friction in everyday work. A native mobile beta needed a clear scope centred on essential tasks.
What informed the work
I interviewed sales and support users and subject-matter experts, used surveys and internal usage information, and mapped workflows. Personas and journey maps helped organise the needs behind the MVP. Usability sessions tested early concepts and highlighted where the experience needed simplification.
02 / Focus
Decisions behind the experience
Bring context closer to the conversation
Design contact and CRM access within call-management flows.
Why it matters Reduce the effort of finding relevant information during an active customer interaction.
Work within existing tools
Design integration experiences for Outlook and Teams.
Why it matters Support the working environment users already rely on.
The journey at a glance
- 01Understand the workflow
- 02Define core MVP tasks
- 03Prototype interactions
- 04Validate & iterate
03 / Make it tangible
The product in practice.
Explore the actual screens and project artefacts. Select an image for a closer look.
A screen from the native mobile design work.
A further view of the app experience and its interaction structure.
Additional design work from the CloudCall case study.
04 / Deliver & learn
From direction to delivery
I created flows, high-fidelity screens and interactive prototypes, partnering with product and technical teams on MVP features and implementation. The work included the first native mobile beta, redesigned call workflows and Microsoft integration experiences.
What came out of the work
The published case study reports 20% faster completion of key call-related tasks, including transfers and CRM lookups, alongside positive post-beta usability feedback. The available source does not specify the test sample or measurement period; this is presented as a reported task-efficiency result, not a company-wide productivity claim.
20%Reported improvement in key task completion time
BetaFirst native mobile release
Product perspective
What this work shows
A useful MVP is defined by a coherent job to be done. The focus here was the working conversation, with the necessary information and actions close at hand.
Looking forward
How I would evaluate the next iteration
A proposed measurement lens, separate from the project results reported above.
Efficiency
Time and errors for transfers, call handling and lookups.
Adoption
Repeat use of essential mobile workflows.
Reliability
Successful task completion and recovery from errors.