From user research, we learned that users prefer to quickly grasp the lead's journey. Therefore, we prioritized designing a top contact card that's visually consistent and easy to skim by:
Our analysis revealed that users struggle to connect the cause-effect relationship between a lead's activities (attribution data) and their eventual business contact.
To address this, we made the data easier to understand and less overwhelming by grouping related website visits into one card. We removed redundant information and added indentation and connection lines to visually demonstrate the potential relationship between lead activities and subsequent business contact.
We also discovered that users find the timeline's scrolling experience frustrating, often losing track of dates and times. To address this, we enhanced the visibility of timestamps throughout the timeline and introduced a collapsible view. This improvement maintains the prominence of critical data points, ensuring that essential information remains easily accessible at a glance.
We focused on highlighting key CallRail features through contextual onboarding. We display targeted educational content at crucial moments in the user journey. For example, we placed call recording prompts within the call details card—exactly where the recording interface would appear if activated.
To effectively showcase CallRail's features while balancing user needs and business goals, I collaborated closely with my PM to prioritize key features. We limited educational content to four variations and implemented a "two at a time" rule. This approach ensures we highlight essential features without overwhelming users or compromising the interface's usability.
