iovox

TL;DR: Made enterprise-level call tracking functionality accessible to small business owners, by designing a new mobile and web app, built on the foundations and technology of a complex and mature product.

Mobile and web app mocks
A selection of hi-res mocks for both the mobile and web app

Context

iovox are a call tracking and analytics company that make data from phone calls useful, valuable and actionable. Companies such as Autotrader, Zoopla and Pizza Express, use iovox to understand where their calls are coming from, and make informed business decisions on the back of this knowledge.

Problem

Traditionally, call tracking and advanced functionality in telephony has been built on the fact that companies were providing phone numbers for their customers to use. Through user interviews we found this to be a huge source of friction for smaller businesses as they typically were not willing to change their phone numbers. It was made number 1 priority to be able to offer all product functionality without this caveat.

Interviews as well day-to-day shadowing, fed into what was the initial list of pain points that we felt we could solve through our product.

🚀 At iovox, decisions are based around data, and for this reason we took on an additional designer to also act as a full-time UX researcher. I led the hiring process and managed our new recruit’s workload. By the end of the project, I was managing a design team of 4.

Early sketch for desktop app
An early sketch for the web app
Wireframe for desktop app
An early Balsamiq wireframe for the web appapp

Ideate & Iterate

Ideas were sketched on paper and iterated on based on internal feedback. Once I moved on to more interactive wireframes, we conducted guerilla style usability testing in local coffee shops and shared workspaces.

As we learned more, I iterated more, and designs progressed to hi-fidelity prototypes hooked up with Invision.

Prototype screens for the IOVOX mobile app
A selection of screens used in the Invision prototype for the iovox mobile app

Refine & Deliver

worked closely with developers and product managers in an agile scrum environment throughout the build of the product. Daily stakeholder stands ups and all ‘ceremonies’ were held over video call with representatives from all aspects of the business. Being an international company, with the main development team based in California, communication was vital to ensure smooth running of the project.

Usability testing was ongoing and UI/UX changes were communicated quickly and efficiently to the team ‘in-flight’.

Early sketch for desktop app
The final IOVOX mobile and web app in action