Team: Amanda Roth, Cassie Free
Timeframe: 3 week
Tools: Axure, Sketch, Keynote


CallOnTheGo is a sales tool for dialing and tracking calls, offering a mobile solution for sales professionals on the go. Manually dialing and tracking sales calls while out of the office frustrated our client, Mark, so he created CallOnTheGo to free sales professionals from their desks. It differentiates itself by being available on both iOS and Android, allowing users to auto dial through their call lists on mobile devices.
Users can bulk upload their call lists and view call analytics on CallOnTheGo’s website and call through their call lists on their phone.
Mark approached us to design a better user experience because he believed the product interface and onboarding process were challenging for users. Users who downloaded the mobile app needed to use their desktop computers to upload their contacts, and he realized this process was confusing to users. In solving these problems, he asked us to look for low-effort, high-impact solutions.



It was challenging to understand the domain with no one on my team having a sales background. We turned to research to learn about the sales process, the tools sales professionals use, and how CallOnTheGo can fit within their process.

I found customer relationship management (CRM) systems are the most popular sales tools. CRM systems record all interactions with a sales lead and track initial cold leads as they move through the sales funnel. I saw an auto dialing tool like CallOnTheGo could be useful for calling through cold, warm, and hot leads lists. As leads move through the sales funnel, CallOnTheGo could provide sales professionals an efficient way to call through their lists, and Mark told us that this was his vision for the product.
CallOnTheGo can help manage contacts in different lists based on the sales process, beginning from cold leads and fewer contacts moving through to hot leads/clients.


We then looked at our competitors to identify gaps and opportunities in the market for CallOnTheGo. We looked at two CRM systems (Salesforce and Zoho) and four auto dialers (Mojo, CallFire, Five9, and PhoneBurner).

We looked at Salesforce and Zoho as indirect competitors because of how CRM systems are used to track customers through the sales process. While neither CRM system has a native auto dialing feature, they both include plugins that support auto dialing functionality but involves extra cost.
Salesforce and Zoho do not offer native auto dialing functionality.
PhoneBurner is primarily a desktop app that can also be used on mobile as a voice over IP service. Users call a number, input their pin, and start their auto dialing campaign. PhoneBurner can also integrate with Salesforce to automate the manual task of tracking calls, but their onboarding for setting up the integration feature is poor.
PhoneBurner’s homepage doesn’t offer clear guidance to start auto dialing.
Mojo is the only competitor with a mobile app, but the number of options to customize calling campaigns can be overwhelming. Even in their calling lists, its not clear what differentiates properties, calling lists, and groups. There are too many options in the call settings before getting started on a calling campaign.
Mojo presents too many options in a confusing interface on both desktop and mobile.
CallFire and Five9 are both desktop apps that include more features than auto dialing. These additional features make it difficult for users to get started on their auto dialing.
CallFire and Five9’s homepages aren’t clear for users to understand where to go to start auto dialing.
All the auto dialers we looked at were desktop solutions except for Mojo. All the auto dialers also had more features than CallOnTheGo, and auto dialing was not even the main feature. The other features made the tools more complex for users who wanted a simple auto dialer. It was clear that CallOnTheGos current competitive advantage was being easy to use and mobile-first. Based on our finding, we identified an opportunity for a simple auto dialing solution without additional features.


We looked to user research to better understand our users specific sales processes and how CallOnTheGo fit in them. Initially, we found it difficult to distinguish users from industry experts. Most of the people we spoke to had exposure to the product, all were sales professionals, and some managed their own sales team. My team spoke to eight users, five of whom we considered experts since they provided higher-level insight into the sales process. These interviews helped us define our users goals, needs, and pain points with auto dialers. We collected the following insights from the interviews:
Users use CallOnTheGo for cold calling
Contrary to what I initially thought, current and past users told us they only use CallOnTheGo for cold-calling campaigns. Once cold leads become warm, they dont need to be called on an auto dialer and require a more personal touch.
Everyone has their own process, but tracking and marking calls are important.
The sales process looked different between industries and companies. There was no single process to which everyone adhered, but all users nurtured their leads. They needed to know where their leads were in the sales process, so note-taking was crucial.
There arent many on-the-go calls
Users didnt want their potential leads to think theyre distracted or not attentive. This level of focus demanded they be stationary.
Integration is the most important
Users currently use CallOnTheGo to dial through their list of cold leads. They don’t see CallOnTheGo replacing their CRM, but as a complementary tool. Many past users cited lack of integration with their CRM as their reason for discontinuing their use.
I was surprised users didnt use CallOnTheGo throughout their entire sales process and that they were stationary. It was clear we needed to make CallOnTheGo fit into the users sales process, whatever that looked like.


We saw the need to scope down to cold calls as our users didnt move leads from list to list on CallOnTheGo as they became warmer. We knew sales professionals wanted to have as many conversations as possible, but the process of manually dialing through a long list of potential leads and keeping track of everyone was cumbersome. With this in mind, we landed on this problem statement: Sales professionals need a simple and efficient way to build and track their relationships with clients.

To navigate around the problem statement, we came up with three principles to guide our design:
Grow together
Sales professionals want to help others with their services, so CallOnTheGo should allow sales professionals to nurture their client relationships.
Keep up the momentum
Repetitive manual tasks are draining; CallOnTheGo needs to cut distractions and keep users focused.
Clean up the madness
The sales process is messy and hard to track, and CallOnTheGo has to provide structure and organization with minimum user effort.


Considering the problem statement, we outlined our users auto dialing cycle using CallOnTheGo. We looked at their process and the tools they were using.
Currently, users source their list of leads and upload that list to CallOnTheGo’s website. Once the list syncs with the app they start auto dialing on the app. They make the calls on their phone, and take notes or mark calls on their CRM or paper. For cold calls that become warm, they schedule follow-ups. At the end of the calling campaign, they store that information on their CRM
We noticed users used their desktop throughout the process. We recognized the best opportunity in the auto dialing process of making a call, taking notes and marking calls, and scheduling follow-ups. Mark was surprised with our insights because he envisioned CallOnTheGo to be used throughout the entire sales process, but he also saw opportunities in our user journey. He was concerned about the effort required to integrate with CRMs, and his current solution for that is Zapier, a workflow automator. But Zapier requires users to set up their own integration, which they didnt want to do. This limitation was a consideration in our decisions moving forward, and we needed to design around it.

We decided to scope away from the desktop as we saw the most opportunity in mobile based on our competitors. After studying the integration flow and how CallOnTheGo could capitalize on the opportunity, we brainstormed and saw three themes emerge, which we elevated as concepts. Each of us developed one of the concepts using paper prototypes and tested them with insurance agents and realtors to see which ideas appealed as a possible solution.

Amanda's concept: Positive motivation

Using emojis and a motivating digital assistant, we wanted to see how users reacted to something more fun and motivating to reduce the frustrations of cold calling. Amandas concept gave users the option to categorize how the call went and leave notes.
Users took notes on the call screen, and received a motivating message once the call ends.
Our users liked categorizing their call lists and organizing them, but they differed on what they wanted the motivating assistant to display. One user wanted to see some sort of actionable statistic rather than a motivating message, while other users liked or were ambivalent about the assistant.

Cassie's concept: Planning

We wanted to focus on providing organization and tracking throughout the sales process. Cassie tested a flow in which users began with seeing their sales process and were able to schedule a follow-up after their call.
Users swiped down during a call and saw information on the contact, then moved the contact to a different list or scheduled a follow-up after the call ended.
In general, our users found it helpful to set follow-ups right after the call ended, but they didnt care too much about seeing their pipeline in the app; they were more concerned about integrating with their CRM.

My concept: Straightforward

The current CallOnTheGo app is simple. The previous concepts included interruptions between calls, so for my concept I left no room for interruption. This allowed users to get through their list faster.
This concept stayed true to CallOnTheGo’s current state and only changed the modal between calls to see whether users wanted no interruption between calls.
We found users wanted information on the people they call so they needed to pause between calls to take notes, especially if the call was with a live person.

Through testing, we confirmed our previous finding that users need integration with the CRM they already used. They also needed to mark call status and schedule follow-ups, which tested well in the planning concept. We decided to incorporate the organization elements of the planning and positive motivation concepts into the straightforward concepts framework so users can mark call status and schedule follow-ups efficiently using a simple tool. Our decision led me to realize that simple changes could make a big impact on CallOnTheGo, and I was confident that this was the best possible direction for both users and Mark.


These insights propelled us to focus on user needs within the integration loop. We designed our final iteration using our problem statement and design principles as guides. We decided to work on iOS because of its inherent constraints that the engineering team discussed with us. If CallOnTheGo could curtail the iOS restrictions, we knew making the same changes on Android would be easy in future states of the product. My team was also intent on keeping our solution an MVP because Mark wanted a low-effort, high-impact solution.

At this point, I realized that we shouldve made personas. By further delineating the sales industry and boiling down to a persona, it wouldve been a great empathy-building tool as we worked on solving the problem. Since the vast scope of this project was also a challenge, scoping down to a persona wouldve been helpful.

We were able to put the final prototype through one last round of usability testing with the following task flow.
The flow’s focus was on the auto dialing loop.
In our final presentation, we showed the current state of the app with our recommended changes and testing results. Below is a summary of the major features we changed based on our research.

Improve the list

We clarified the icons with simple indicators so users can easily track the call status of each contact. We also replaced phone numbers with a phone icon so they called a contact directly. Users understood the indicators and icons, but there was mixed feedback on being able to call a contact directly.

Rethink the notes

We gave users the ability to edit and see more information on their contacts in the app, like company name, role, call log, and notes to prioritize better tracking of their contacts. Users appreciated seeing more context information on a contact so they could be better prepared for the call.

Update the call screen

We made the name of the contact visible so users knew the name of their lead rather than looking at a phone number they didnt recognize. Users liked seeing the name, but they wanted to see more information like company or notes.

Redesign the modal

We customized the modal between calls in the current CallOnTheGo app with two modals. If the call wasnt answered, users saw a modal, similar to the native iOS modal, but with context information on the next call. If the call was answered, users saw a post-call screen where they took notes and scheduled follow-ups. Most users didnt mind the interruption because it gave them information on the next call, and they liked having more options after talking to a live person.

Overall, the user feedback was positive, and I was glad they saw how our prototype could solve their problem we identified. Most importantly, I was happy that the solution was an MVP that aligned with Marks hopes for a low-effort, high-impact solution.
Final Axure prototype


Although our time on the project came to an end, we provided Mark with actionable recommendations on next steps. We broke our recommendations into short-term, mid-term, and long-term next steps based on the level of effort and impact on user experience.

Short-term changes on the next version of CallOnTheGo

Fix the medium- and high- priority items on the heuristic evaluation
We evaluated the iOS and Android versions of the app and compiled a list of usability issues that hinder the user experience and possible solutions. The biggest issues were unclear instructions and icons, and interruptions in the autodialing flow between calls.
Test the usability of the current app with at least 5 users who have no exposure to the product for iOS and Android
Due to the difficulty in sourcing users who have no exposure to CallOnTheGo, a heuristic evaluation was the most sensible deliverable. Complementing the evaluation with usability testing would deliver better user experience.

Mid-term changes after the next version is released:

Implement the current prototype with changes from testing
We wanted to continue iterating and testing our prototype based on the initial testing feedback. We saw value in implementing the current prototype iterated with findings from further testing.
Survey and integrate with the most common CRM tools
Integration consistently came up in our research and testing. Instead of using the current Zapier method, identifying the most common CRM tools users use and integrating with them would be more beneficial.

Long-term changes we encouraged Mark to explore and test further down the line:

Real-time syncing
We entertained the idea of having the lead contacted on CallOnTheGo app appear in real-time on CallOnTheGo website so note-taking becomes easier when users are in front of their computers.
Voice notes
When users use CallOnTheGo away from the office, we saw a need for them to use a voice interface to take notes or proceed to the next call.
Mark was satisfied with our MVP and told us he planned to work with his developers to implement our changes right away. He also appreciated the roadmap with actionable next steps.


This was the first project where I worked on an existing product. This meant working with technical limitations, in both the iOS platform and in feasibility for the development team. I grew in my confidence to articulate my design decisions and incorporate the considerations of the developers.

The domain of the project was also foreign to me. Although I found the task daunting, I enjoyed learning about areas I wouldnt have researched otherwise. I made educated design decisions in a short time frame, and found that a rewarding experience.