Omnichannel Case Study

Helping SingleComm modernize their contact center platform for the expectations of a present-day customer service environment.

Date Completed
4 months
Web Application


After two years of rapid growth and bug fixing, SingleComm’s Omnichannel platform was in need of a unifying design to connect the previously separate voice and chat products. I began the design unifying process by identifying shared elements and common patterns for each product.

The Challenge

SingleComm provided a solid telephony offering for over a decade but in a changing market they needed to grow. During initial research it was clear that the growth of alternate communication channels such as SMS and web chat were emerging as desired support channels for consumers and a multichannel platform would be an inadequate solution. A true Omnichannel platform would allow SingleComm to provide a fully integrated solution allowing customers to communicate with the business in the channel of their choosing.

Design Goals

The focus for this product iteration was creating a better experience for agents because happy and productive agents lead to satisfied customers. With that in mind, I focused on providing agents with easier access to the customer information they needed, direct access to common answers and FAQs, and the ability to work across multiple communication channels. These primary goals aimed to increase an agent’s ability to satisfactorily solve complaints and increase income potential by working across support channels.

Stakeholder Interviews

Defining the vision

I started the process by conducting stakeholder interviews to get an idea for the vision of the product and how it matched up against competitors. In addition to the vision, I was able to get an idea of the successful aspects of their current product and what they desired to improve.

Competitor Analysis

What is the competition doing?

Contact center facilitation is a well established industry with plenty of high-level competitors. While not quite a startup, SingleComm was introducing a brand new product into the market and needed to be careful to not overcommit resources. We used this competitor analysis to get an idea of the minimum viable product we needed to enter the market.

Secondary Research

Incorporating industry knowledge

To supplement the knowledge I derived from the stakeholder interviews I utilized industry research reports and some published research pertaining to contact center management. This research provided valuable insights into new trends in the industry and the shifting needs of customers and their communication habits.


Key takeaways

  • The industry is embracing omnichannel solutions instead of multi-channel or single channel.
  • Customers are expecting the agents to know "who they are" when making contact with a company.
  • Consumers increasingly prefer text-based communication over voice communication.
  • Agents need the tools and resources to solve customer complaints on first contact. Every customer transfer decreases customer satisfaction and likelihood they will switch products.
  • A significant portion of agents desire increased training and coaching to increase skills.


Who am I designing for?

Agents have a lot of interrelated tasks that they need to accomplish throughout an interaction. I started off by analyzing the relationship between these tasks and how they are used to accomplish a successful customer interaction.

Jobs to be Done

What needs to be done?

After analyzing the research I discovered two primary use cases. These were the Support Guru who fields customer complaints and the Seller who engages in guided interactions to sell products and services.?

Task Analysis

Analyzing workflows

Based on the discovered jobs to be done, I started breaking down each of those jobs into individual task flows. This helped me identify the areas where our new features would shine through such as accessing previous customer interactions across channels and utilizing FAQs or suggested answers to resolve customer complaints.


Exploring some concepts

Console interface - Voice

To start I began sketching some ideas for a unified console which included voice and chat products.

Voice Console

History component

An important component of this new design was providing agents with a comprehensive history of previous customer interactions.

List of interactions
Interaction details

Viewing interaction communication log
Blank slate

Checkout Cart

In the spirit of providing agents with the necessary information to alleviate customer concerns, the cart was designed to prominently show the most vital information in the forefront.

Checkout cart mockup

Channel Icon Design

Here i sketched out a few concepts for icons to use as unique identifiers for each of our communication channels.

The Design

Bringing it to life

Voice & Chat Interface

The unified omnichannel interface gives agents the ability to quickly and efficiently switch between channels to handle a variety of customer requests. The unified interface also gives the contact center the ability to more effectively deploy their agent resources across multiple channels. (Call UI, Chat UI)

Detailed Interaction History

Making previous interaction history available to agents affords them the ability to more quickly solve a customers' problems. Removing the need to utilize multiple applications and screens dramatically increased the agents ability to be productive.

Real-time Coaching

Based on a finding from the secondary research, I designed a solution to provide agents with real time coaching tips based on their customer interactions and resolution stats.

Shopping Cart

The final cart design after one iteration based on feedback from the product team included the addition of the Quantity dropdown.

Channel Based Icons

The initial sketches proved fruitful for the icon design. The base ideas were good with the incorporation of a few suggestions from stakeholders.