Call centres handle a vast volume of calls and chats on a daily basis. Currently, quality control and sales optimisation in these organisations heavily rely on manually auditing a limited number of conversations. The adoption of an AI platform, particularly one with superior transcription capabilities tailored to the diverse language base of the local Indian market, can significantly streamline these manual tasks.
ConvoZen aims to revolutionise the call centre experience by leveraging AI to automate numerous time-consuming human tasks, allowing for a more extensive analysis of data rather than relying on a small sample of conversations.
My Role
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I was the primary designer assigned to ConvoZen, responsible for designing user experience and interface design
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Work closely with Project Managers, Design Leads and Stakeholders on the design and bringing forth new product features in ConvoZen
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Responsible for the design of the product, external product integrations, marketing website, and contributed to pitch decks for investors and potential clients
Calls Audio Page V1.0
Calls Audio Page V2.0
The initial design was good for understanding proof of concept but was not adaptable or capable of being modular and keep up with the evolving product.
A newer and improved design to bring a more contemporary feel to the design, new logo, name and design direction with opportunity to improve UX and functionality of the old design
Achievements
ConvoZen is a fairly new product to the market, but we are proud of our achievements. We have gained clients such as Tata AIG, Tata Health, Meesho, Cureskin, Cars24, Spinny, Lendingkart, and others in the pipeline, from the Alfuttaim group, Swiggy, Acko, and more. We were also ranked #1 product of the day and #3 product of the week on Product Hunt.
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Problems
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Call centre workflows are burdened by tedious manual tasks and a lack of reliable transcription services for local languages
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Challenges in tracking evolving customer needs and interests
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Repetitive customer onboarding due to high agent turnover, leading to customer frustration
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Difficulty in tracking keywords brought up in conversations due to manual auditing and small sample sets
Solutions
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Automate tasks while integrating with CRMs and use a cutting-edge transcription model for various Indian dialects
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Use AI to identify not only customer queries, and complaints but also identify market gaps, conduct competitor analysis and more
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Provide agents with AI-assisted summaries of previous conversations, significantly streamlining customer onboarding processes
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Semantically track keywords and sentences in all conversations using AI
Research and Competitor Analysis
My research was done alongside multiple project managers, we surveyed users and target users within the organisation who were already using a crude version of ConvoZen as well as potential users in the NoBroker call centres. During product pitches with clients and potential clients, we learnt about their call centre operations in terms of call analysis as well. Competitor analysis was also conducted with a focus not only on direct competitors but also focus was brought to individual features and finding competitors to these features instead of an entire product. Lastly in terms of UX and UI multiple SAAS platforms were studied to improve usability and build on familiarity.
AI in call centre workflows is virtually non-existent
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Call centres are currently underutilising AI in their workflows, missing out on the significant improvements even simple AI features can bring to them
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Potential users face a learning curve in understanding product features. Emphasising ease of use can save time, enhance productivity within ConvoZen, and minimise handholding during training and onboarding
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Competitors offer solutions with varying degrees of features, but they tend to focus on specific verticals such as sales or customer satisfaction. This specialisation may limit customisation options for clients
The AI heart of ConvoZen
Moments, form what is the basis for many of the AI features within the product, used as the basic building block in configuring the product up for an organisation
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Configuration using side panels
Creating in ConvoZen is done mostly through side-panels to allow users the flexibility to have space to configure the complex as well as simple setups just as easily and allow for eay scrolling
User Centred Design
Within the organisation, numerous potential users emerged, utilising ConvoZen to optimise various aspects, including product management, customer satisfaction, and training call centre agents. The design continually evolved based on user needs, ensuring that the UX design remained adaptive and aligned with the evolving User Personas.
Information Architecture
Revamping the existing product required striking a balance between maintaining similar functionality and enhancing the user experience. In a fast-paced environment, changes were made to be developer-friendly, yet significant alterations were implemented when it promised improved usability. Informed by user research and personas, we crafted a site map that strategically divided workflows for users and admins, segregating creation tasks from viewing tasks.
Configuration of the product and its features were upfront initially but with the growing amount of features and configuration aspects it became cluttered on the header. Having all features on the header also brought the challenge of limiting the number of items the header could accommodate.
The insights are maintained in 5 broad categories, the main one being dashboards. Conversations, agents and customer pages all showcase calls, chats or other forms of communication from the respective individual perspectives. Zen config forms the building blocks of ConvoZen, here you can configure them and keep track of their statistics.
Auditing and coaching help ease a lot of the call centre functionalities by bringing it all into one platform and using AI to automate medial tasks.
Configuration was moved entirely into one section called settings instead of keeping it all out, an accordion made it neater and easier to use by reducing cognitive load. Further more a get help and notification section was added.
Access to ConvoZen was tailored based on user roles, ensuring that users have access only to functionalities relevant to their specific roles. This approach keeps users focused on the product features that directly align with their responsibilities.
Wireframing to Design
Wireframing played a crucial role during feature introductions in presentations with stakeholders, project managers, potential users, and design leads. This process facilitated swift iterations, enabling decision-makers to identify new issues in the problem statement. These insights were easily incorporated into the wireframes before finalising the design.
These sessions led to numerous brainstorming sessions, resulting in the transformation of the initial wireframes into a design that was almost entirely different from the initial concept.
Fully grasping all of ConvoZen's features is an ongoing exploration, constantly revealing new aspects that cannot be learned all at once. However, a basic overview of some key features provides an understanding of the product's goals and its utility for businesses with call centre or customer satisfaction verticals and workflows.
The Design
Dashboard
Dashboards are divided up by use case and which type of user would log in to ConvoZen. The user personas within dashboards are by itself divided further based on which vertical they belong to, the data shown in each dashboard is relevant to the typical user for that vertical with further drill-downs available for them if needed. Each dashboard was designed with taking account to our typical users among our clients and their needs.
A whole product within itself, this overview provides a great amount of value for the client, they have pieces of digestible data relevant to their needs. Each piece of data acts as entry points to take them through a rabbit hole of discovery of the rest of ConvoZen. The rest of the product acts as building blocks to the dashboards where you can find actionable data.
Conversations Page and Calls Audio Page
The Conversations page serves as a centralised hub for all uploaded chats and calls, with future plans to include emails and video calls. This area functions as a versatile playground, allowing users to apply filters for locating specific calls or chats of interest. It becomes a pivotal space for higher-ups and managers to configure various aspects of ConvoZen, contributing to the enhancement of workflows.
An audio page, in various forms, is present across all user flows—ranging from simplified and mini versions to upcoming mobile versions. This necessitated a modular and flexible design to cater to developers, design, and users. The segmentation and tab structure provide modularity and allow space for future expansion. The prominent integration of AI into the audio page enhances the experience of listening to audios and reading transcripts, ensuring easy navigation to relevant sections. Additionally, the inclusion of summaries and a history of previous conversations offers users clear context when engaging with content.
Agents Page
A centralised hub for monitoring agent performance, equipped with custom agent checklists, aims to provide a comprehensive understanding of their strengths and weaknesses. This centre allows for a comparative analysis of individual agent performance within their team. It enables comprehensive management of agent statistics using quantitative metrics such as the number of calls made, customers reached, average handling time, long hold detection, talk ratio per call, customer sentiments, and more.
Customer Page
A space to extract valuable insights into customer pain points, preferences, and behaviour patterns through AI-driven analyses, including key moments in conversations and call summarisation. This platform facilitates the monitoring of lead stages and tracks previous interactions to gauge proximity to conversion. Leveraging AI, it helps in understanding the voice of the customer, discerning their likes and dislikes
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Agent Coaching
Automated agent coaching is facilitated by ConvoZen. New agents can undergo a structured training program, following audio along with transcripts and key moments while monitoring their progress.
Existing agents can receive targeted training to improve their skills, focusing on areas that need enhancement in their pitches. They can easily track and follow their progress using list, board, or Gantt chart views, ensuring they never miss another training session.
The system allows for tracking both top performers and under-performers, providing them with personalised and relevant coaching for continuous improvement.
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Auditing
Auditing plays a crucial role in call centre workflows, typically involving listening to a sample set of calls and filling out a questionnaire on a spreadsheet. ConvoZen’s auditing tool consolidates these tasks into one convenient platform, offering features like AI summaries, moments, transcripts, and summaries of previous conversations, streamlining the entire auditing process.
Keeping track of your audits is also easier with a kanban board style progress tracker, even for audit managers to monitor teams is easy.
The audit page mirrors the call audio page, equipped with all its AI features, aiding auditors in conducting more efficient audits and enabling them to complete a higher volume than they could achieve otherwise.
End Note
When I first started working on ConvoZen (then called CallSense), it was designed to leverage the vast number of calls made in NoBroker’s contact centers. The insights gathered from ConvoZen helped optimise numerous workflows and streamline operations. Recognizing its impact, we saw an opportunity to package and offer it to other businesses, enabling them to harness the power of their own contact center conversations.
Today, ConvoZen is an ever-evolving product, continuously adapting to our customers' needs, with new and exciting features being added almost every week. Working on this product has been an incredibly rewarding journey—filled with challenges, learning moments, and rapid growth. The fast-paced nature of ConvoZen’s expansion has pushed me to become a more adaptable and insightful designer, accelerating my learning curve in ways that traditional projects wouldn’t have.