SmartReach Calling App is an outbound calling platform built for high-volume sales teams. However, agents were losing momentum mid-call due to jumping between dialers, CRMs & note-taking tools.
The challenge was consolidating everything without stripping the control experienced teams relied on.
PLATFORMS
Desktop & Mobile
TIMELINE
3 months
TOOLS
Figma, Miro, Hotjar
DESIGN
I unified dialing, call logging and critical actions into a single, workspace across desktop and mobile to reduce interruptions during live conversations. Agents no longer had to jump between tabs to check scripts or log notes mid-call.
We intentionally avoided aggressive automation during calls because testing showed agents distrusted workflows that removed too much manual control from live customer interactions.
RESULT
40% reduction in call campaign setup time.
Increased call completion from 56% to 80% in just two weeks.
90% of users reported the UI was easy to use, resulting in a 4.7/5 satisfaction score.
Through behavioral research and mapping, the core friction points for our two distinct user groups became immediately clear.
They manage 100-200+ calls a day and are paid on commission. Their primary pain point was the constant context switching needed to update contact records & write notes across scattered tools.
Accountable for team ROI, managers were flying blind. Fragmented agent workflows caused critical gaps in data logging, stripping them of real-time visibility and forcing their coaching to be purely reactive.
THE UX CHALLENGE
Bring dialing, note-taking, and disposition logging into one screen without slowing agents mid-call.
Simplifying Setup
To streamline onboarding, I broke the campaign creation process into 3 steps: Add Number, Add Contacts, and Campaign Settings. Mandatory fields and live CRM integrations kept the prospect data clean without forcing manual checks.
Unifying the Call Workspace
Agents were previously copying notes between multiple tools while simultaneously tracking prospect details. The redesigned workspace kept the call queue and script persistently visible throughout the call so agents could stay in flow.
We explored floating CRM overlays early on, but they created too much visual noise during active calls. A fixed layout reduced scanning effort and kept agents focused.
USER FLOW
Providing Live Visibility for Leaders
Managers needed to spot underperforming campaigns quickly during live outreach sessions, not after. While early dashboards exposed too many metrics at once, the final version cut the noise by prioritizing real-time signals over exhaustive reporting.
Mobile App for Frictionless Flexibility
Agents needed mobile flexibility, but existing tools were too slow. I designed the mobile app for speed while mirroring core desktop features to ensure cross-device parity.
ONBOARDING
Maintaining Calling Momentum
On mobile, agents needed speed above all, so voicemail drops and post-call logging were reduced to one or two taps. Advanced options were intentionally limited because continuity mattered more than feature parity.
POST-CALL UX
Initially, post-call actions were handled on separate screens, but testing showed even short interruptions between calls significantly hurt dialing momentum.
Measuring the Success
Fewer interruptions across the full calling lifecycle, from campaign setup to post-call logging, translated directly into better adoption and reporting quality.
Setup Time Dropped by 40%
Progressive disclosure reduced cognitive load during campaign creation.
Task Completion Rose to 80%
Agents stayed in one screen for the full call, eliminating tab-switching and hand-written notes
Strong Mobile Adoption
Bringing core desktop features to the mobile drove massive remote adoption.
Validating the Design:
What the Users Said
"Before this, I kept switching between the CRM and my notes during every call. Now I can stay inside one screen and move through calls much faster."
Sarah M
Sales Development Rep.
"The live dashboard made it easier to spot which reps were struggling before campaigns were already lost by the end of the day."
Richard J.
Sales Manager
Lessons Learned
Small interruptions compound fast
Reducing post-call friction by even a few seconds had measurable impact across hundreds of daily calls.
Persistent context keeps agents sharp
Keeping prospect history, scripts, and call controls in one view reduced fatigue and improved call quality.
Live data changes how managers manage
When campaign performance became visible in real time, managers shifted from reactive reporting to actively coaching during outreach sessions.