Increasing adoption & improving engagement of integrations across Dialpad ecosystem
A first principles redesign of how integrations surface inside Dialpad by aligning them to user workflows across discovery, in-flow action, and post-call review.
Problem
- •Integrations existed in the product but not in the workflow
- •They were invisible during moments of need and disconnected from core communication tasks
- •Low adoption, duplicated work, and inconsistent CRM data
- •Product architecture treated integrations as settings, not as workflow participants
Solution
- •Introduced a workflow-aligned model across sidebar, live call surfaces, banners, and conversation history
- •Created a rules-based system that determines when and how integrations appear based on user context
- •Rebuilt sidebar for discovery with clear entry points for CRM, helpdesk, and productivity tools
- •Added one-tap CRM logging and syncing directly in the call pill
- •Displayed synced records and metadata inside conversation threads
Impact
- •Integration adoption increased from 25% → 38% of active orgs
- •Setup friction reduced by 35%
- •NPS for integrations boosted by +18
- •Support tickets reduced by 22%
- •Daily in-product integration actions doubled
Role
- •Owned end-to-end design from research and strategy through to system
- •Analyzed 400+ jira tickets using AI to figure the core of user issues.
- •Conducted 22 user interviews and competitive audits
- •Created prototypes and ran usability testing
- •Defined design system components and integration guidelines
- •Covered the PM role during his three-week parental leave and postponed my own two-week vacation to ensure we shipped the committed features for our largest enterprise customer.
- •Jumped in with engineering to write the interaction-animation code when bandwidth was limited.
- •Supported marketing by creating high-fidelity product screens used across videos and other promotional assets.
Design Decisions
- •Chose workflow-aligned surfaces over a centralized integrations hub to meet users where they work
- •Prioritized contextual triggers over manual discovery to reduce cognitive load
- •Built a rules-based banner system instead of static prompts for scalable awareness
- •Designed modular components that engineering could extend for future integrations
- •Used progressive disclosure to avoid overwhelming users during onboarding
Design Highlights
