VOIP Platform

Building and validating a communication platform that is flexible enough to accommodate future expansions.

BACKGROUND

I was approached by an internal client about creating a minimum viable product (MVP) for a voice over internet protocol (VOIP) service. While the project was to create something that is intuitive to use, we also wanted the flexibility to add new communication services such as email, fax, and chat to make a full Unified Communications as a Service (UCaaS) platform.

The design process started with defining what the MVP was and wasn’t. This process was iterative and allowed us to pivot the value proposition through research, current offerings, and long-term product vision. After mapping out the product features and market research, we began planning the user tasks at each stage of the application.

MY ROLE

My role in this project involved me wearing a lot of different hats. I started as a researcher, studying the value proposition of some of our competitors by performing a SWOT analysis. I then prepared reports for pricing, features, and industry trend in UCaaS.

Midway through the process, I focused more on design and validation. I led brainstorming sessions and provided product direction and deliverables. Then I focused on creating a coherent design that incorporated the visions of the various stakeholders. I used UX testing to validate assumptions.

USER RESEARCH

One of the challenges our business faces as a wholesaler who provides white-label solutions to companies is that what the companies’ stakeholders want may not necessarily represent the needs of end users.

In order define our potential customers, we sent a survey to users of parallel products. This helped us establish a target demographic for our MVP.

LO-FI WIREFRAME

Once the product features had been defined, I sketched wireframes. This allowed me to quickly define the key structure of the application such as navigation, hierarchy of information, and flows. While in a rough form, it allowed for feedback from both stakeholder and early users without having the focus being diverted to design elements.

HI-FI WIREFRAME

The design gradually increases in fidelity while following the design process. The cycle involves a continuous loop of discussion, research, design, and testing. At this stage, I did some remote testing to determine if the placement of certain items were in line with a user’s thought processes.

UI DESIGN

With a design kit already established, items such as color and typography are carried over into the minimum viable product. While it may seem like a limitation at first, it is important to remember that brand consistency will help build trust within the user base.

Based on the brand guidelines, the colour and typography was predefined. However, the UI components were open to new approaches. Taking a look at some established patterns allowed me to quickly create a design that followed industry trends while still being unique to our brand.