Streamline 'Create new number' wizard

Problem

The “Create New Number” wizard enables customers to generate tracking numbers, unique phone numbers used in marketing campaigns and the foundation of CallRail’s core call tracking product. Despite its importance, the existing wizard relied on a rigid sequence of binary questions to move users step-by-step through setup. Through user research and analysis of FullStory session data, I identified friction at both ends of the experience:

New users experienced decision fatigue, leading to hesitation and drop-off.
‍Experienced users found the flow repetitive and click-heavy, especially when creating multiple numbers.

The linear structure limited discoverability, making it difficult for users to explore and compare tracking number options available. As a result, many users underutilized CallRail’s capabilities or selected the wrong type of tracking number. These misconfigurations led to inaccurate call attribution and marketing analytics, directly impacting platform value.

The series of binary questions, "this or that" cause decision fatigue and confusion for new users.

The drop-off rate is consistently around 30% for the questionnaire section. (FullStory)

Design solutions

I intentionally kept UI and content changes minimal. The primary focus was the flow itself. By simplifying the flow, we reduced friction, improved discoverability, and guided users toward the right setup decisions. The new experience supports both first-time and power users while reducing misconfigurations that impact analytics accuracy.

1. Reduced the flow from a multi-step survey to two streamlined steps

I identified the questionnaire as the primary friction point and restructured the experience into just two steps.This reduced clicks by 65% in the most complex setup scenarios, significantly lowering cognitive load for new users while accelerating workflows for power users. The new structure maintained necessary flexibility without overwhelming the user.

2. Introduced a visual platform library to drive education and discovery

Our research revealed that both new and experienced users are unaware of the breadth of platforms where tracking numbers could be applied. To improve discoverability without increasing complexity, I introduced a visual library of common use cases (e.g., Google My Business, Yelp, Facebook), organized by popularity both vertically (sections) and horizontally (within sections). A dedicated “Most Popular” section for quick access.

3. Added contextual suggestions and smart defaults

Tracking numbers are most effective when integrated with external platforms, yet many users were unaware of these integrations.

To proactively guide them:

I introduced contextual integration suggestions based on the number they just created
Added quick links to relevant integrations
Implemented smart autofill for fields like Number Name and Area Code based on prior inputs

The new contextual suggestions achieved a 24% higher engagement rate compared to the previous “Suggested Next Steps” module.

Compliance Audit Process

Outcomes

13% boost in wizard completion rate

The new updated wizard achieved a 61% completion rate compared to 54% for the old wizard, representing an 13% increase.

11%

Increase in numbers per account for new customers since release, growing from a steady 12.2 to 13.5 tracking numbers per account in November 2024.

32%

Decrease in the drop-off rate for the questionnaire section. Now, 77% of users successfully navigate through it, up from 66% previously.

65%

Reduction in clicks for the most complex user cases, streamlining the process for large customers who frequently create multiple tracking numbers.

My takeaway

This project was a milestone for me because I learned the impact of designing less. Earlier in my career, I might have tried to redesign everything. Instead, I kept asking myself, "What's the smallest change that creates the biggest impact?" I simplified the flow, improved discoverability, and added thoughtful guidance, meaningfully improving the experience without overhauling the entire system.

As a result, we shipped faster, reduced engineering effort, and measured clear behavior changes. It reinforced my belief that strong product design doesn't mean more design.

Finally, I'm especially proud of this project because it touched the core of what makes CallRail valuable. Tracking numbers power everything so if this experience is confusing or inefficient, the entire product suffers. Being trusted to rethink such a foundational workflow was both exciting and rewarding.

Optimizing the call tracking number creation process