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.
Problem
- •The legacy CTI was cluttered and inconsistent CRM & ticketing
- •High-frequency controls were hard to scan, causing missed or incorrect actions
- •There were no contextual entry points for CRM actions (logging, notes, tasks) during calls
- •AI features (Assist, Playbooks, RTAs, Transcriptions) are not fully available in CTI, limiting their impact.
- •Limited screen real estate and iframe constraints make designing a scalable, navigable experience challenging.
Solution
- •Designed a lightweight, dockable CTI widget that works consistently across integrations
- •Streamlined call controls with clearer hierarchy and larger touch targets for speed and accuracy
- •Added inline CRM actions (log call, create task, update record) directly inside the CTI
- •Unified the search & dial experience to reduce navigation and context switching
- •Built a scalable component system to keep the CTI consistent as features expanded
Impact
- •CTI adoption increased from 40% → 76% of target users
- •Average call handling time reduced by 22%
- •Task completion success rate improved by +31% in usability tests
Role
- •Owned end-to-end product design from audit through execution and validation
- •Audited legacy CTI patterns across platforms and prioritized the highest-friction flows
- •Defined interaction hierarchy and state behavior for calling controls and CRM actions
- •Prototyped key flows (incoming call, logging, dial/search) to test speed and clarity
- •Ran usability tests with 15 sales reps and 10 support agents and iterated over 4 sprints
- •Partnered with engineering to ensure the design system scaled across web, desktop, and CRM plugins
Design Highlights
