CallRail is an all in one marketing platform that work to help businesses turn leads into customers. Our two flagship products are Call Tracking and Lead Center. In this case study, we are focusing on Lead Center and how we integrated our product into Salesforce; a CRM tool. We are focused on a dialer that will compete with the market.
UX Design
UX Research
Research
UX design
Figma
Zeplin
Invision
Lead Center was designed with small and large businesses in mind, to help consolidate and organize their interactions with customers and prospects. It serves as a lead management system, unified communications hub, and virtual phone system — all rolled into one, easy-to-use tool.
Currently, there is a market of potential customers for Lead Center who are active users of Salesforce. Salesforce is very much their work home base for both their sales and support staff. These customers are eager to start using a softphone system for the myriad of benefits it provides, but not willing to ask or train their staff to utilize yet another digital tool, so unless they can do it through Salesforce, they don’t want it. This means, until CallRail further integrates with Salesforce — specifically enabling users to receive and make calls within Salesforce — we can’t win them as Lead Center customers.
CallRail users can make and receive calls within Salesforce — powered by CallRail — but without ever having to open CallRail separately. For these users, CallRail (specifically Lead Center) essentially becomes a “back-end system” that they never interact with outside of Salesforce.
Since CallRail did not have a user researcher dedicated to the project at the time I reviewed past user interviews, spoke to customer success managers, and used analytics tools to learn about our target users. Integrations often have multiple steps and configuration states, so I used FullStory session to better understand how customers use Salesforce. Based on reviewing past interviews, I came up with two personas
Through the user interview process, we identified several pain points, goals, features, needs and priorities in order to move forward with this project.
The design team came together to view previous user interviews and listened carefully to the pain points, common complaints that the current users have.
When researching Ring Central, we found several notable features mentioned below.
In-App Calling: Now using WebRTC(real time communcation) technology, leverage RingCentral calling capabilities like call controls, inbound, and outbound calls without ever navigating away from Salesforce.
Click-to-call: Place calls from within Salesforce by clicking on any phone number, saving time and improving call efficiency.
Instant screen pop-up: Incoming calls trigger screen pops with 360° view of the caller enabling quality interactions.
Call logs: With advanced features such as offline call logging and multi-call log option, agents can address the most important tasks first.
Schedule meetings: Seamlessly schedule RingCentral Video meetings from Salesforce.
Integrates with the Salesforce app: Reach out to customers on the fly by calling or texting right from Account, Contact, or Lead tabs.
Inside Salesforce, RingCentral phone pulls up on the screen and users are able to select a contact and place a call without leaving Salesforce
Users are able to transfer, hold and record calls just as they would in a standalone Ring Central application
Our competitors placed their apps within a 360px x 500px frame. Therefore we decided to conduct an audit of Lead Center within the size of the frames in order to discover what aspects of Lead Center can be taken out for this use case. Within the audit, we created a usability rating based on potential pain points we discovered within Lead Center through the lens of the 500 px frame.
No Global Nav is available when Lead Center is only one panel. This solves many interconnection issues for the SF Integration. Most connections to other parts of the app (Analyze, Global Settings) have already been severed.
During initial setup, the Salesforce admin specified the account that this Salesforce instance is mapped to.
The Salesforce Dialer unfortunately did not make it into the production phase due to budget constraints and complexity of the product itself.