PRODUCT DESIGN
DialAfrika: CRM Redesign
Context
DialAfrika offers B2B SaaS tools that power priceless customer experience for leading companies in finance, government, healthcare and FMCG.
Client
DialAfrika
Industry
Customer Experience
Year
2024 - Present
Role
Lead Product Design
Visual restrictions
This project is still ongoing and details are confidential. No UI screenshots are included in this case study. Instead, I’ll highlight my role, design challenges and work process.
My role
Design Direction
I defined the overall visual and UX direction, creating a unified design across all 11 products in the ecosystem.
Cross-Team Collaboration
I worked together with the design team, developers, and DialAfrika stakeholders; aligning priorities, clarifying goals, and making sure user needs, design concepts and technical realities stayed in sync.
Design Challenges
The redesign needed to solve the following challenges:
Simplifying Navigation & Flows
Users found it difficult to complete common tasks due to inconsistent navigation patterns. We needed to consistently restructure workflows across the 11 products to reduce friction and cognitive load.
Modernizing Outdated UI Elements
The original interface used outdated design patterns and components. Replacing them with modern, intuitive UI elements familiar to the demographic of users while preserving functionality was crucial.
Reducing Visual Clutter
Dense layouts and overlapping information made it hard for users to focus, especially when interacting with customers. We had to declutter screens without removing critical functionality, using whitespace, hierarchy, and progressive disclosure instead.
Ensuring Contextual Accessibility of Key Tools
Many frequently used tools (e.g. search, call controls, ticket actions) were buried or inconsistently placed. We aimed to make essential tools readily accessible across contexts and screens.
Seamlessly Integrating New Features with Legacy Ones
As we introduced new capabilities DialAfrika was developing, we needed to ensure they felt like a natural extension of the existing system so as to avoid disruption and maintain familiarity with long-term users.
11 products
Pipelines
Calls
Surveys
Chatdesk
Analytics
Documents
Core Services
Mobile App
Team Chat
Commerce
Accounts
Design Process
The redesign was organized into 11 phases - one for each product in the DialAfrika suite. Each phase followed a focused, iterative process:
Discovery: 1–2 days of requirements gathering, defining constraints, and addressing key concerns in collaboration with the DialAfrika team.
UI Design: Creation of high-fidelity UI designs and interactive prototypes for the product in focus for that phase. Our previously established style guide and component library allowed us to move quickly while maintaining consistency.
Feedback & Improvement: At the end of the design phase, we conducted end-to-end demos with the DialAfrika team to gather feedback. Revisions were made where needed.
After completing the first three products, we realized that developer input was essential during the design phase. From that point forward, we made it a priority to include developers earlier in the discovery process and UI Design stage; ensuring technical feasibility, faster iteration, and smoother handoff.
Outcome & Value
As the project is still ongoing both in design and development there are currently no finalized metrics to quantify the impact of the redesign. However, initial user testing sessions have shown positive feedback and overall satisfaction with the new interface and improved workflows, proving that the redesign is heading in the right direction.