Dialpad CTI Redesign

Redesigning Dialpad’s CTI (Computer Telephony Integration) experience to improve usability, reduce workflow friction, and make calling tools more intuitive for sales and support teams.

April 15, 2025

Problem

Sales and support reps struggled with the existing CTI.

  • Inconsistent UI across web, desktop, and CRM plugins.
  • Cluttered controls led to missed or incorrect actions.
  • No contextual entry points for integrations (CRM logging, notes, etc.).
CTI before redesign

Results

  • CTI adoption increased from 40% → 76% of target users.
  • Average call handling time reduced by 22%.
  • Task completion success rate improved by +31%.

New CTI Widget

  • Lightweight, dockable widget usable inside CRM, browser, or desktop.
  • Consistent design system for call actions, regardless of platform.
CTI redesigned widget

Contextual Call Controls

  • Added inline CRM actions (log call, create task, update record) directly into CTI.
  • Reduced need to switch between apps during calls.
CTI call logging

Workflow Improvements

  • Unified search & dial bar across all platforms.
  • Added quick actions (mute, transfer, record) with larger touch targets.
CTI numpadCTI Salesforce

Research & Validation

  • Ran usability tests with 15 sales reps and 10 support agents.
  • Iterated on designs across 4 sprints, refining control placement & responsiveness.

Process

Audit

CTI auditCTI auditCTI audit

Design Iterations & Prototyping

CTI design iterationsCTI flow iterationsCTI call logging iterations

Interviews

  • Sales reps wanted faster CRM logging with fewer clicks.
  • Support teams asked for predictable controls across web & desktop.

Competitive Audit

  • Benchmarked Salesforce CTI, Aircall and RingCentral plugins.
  • Dialpad caught up with a unified, modernized CTI widget.

Conclusion

The redesigned CTI streamlined call handling workflows and made daily tasks significantly faster.

By focusing on consistency, contextual actions, and reduced cognitive load, we achieved higher adoption, faster task completion, and stronger satisfaction across sales and support teams.

Next step: integrate AI-powered call assistance (real-time transcription, smart follow-ups, sentiment tracking).

Thank you ❤