TextMe was looking to reinvent and create a more robust call screen for user’s to see when making and receiving calls.
SKILLS & ROLE
Competitive Landscape Analysis
TextMe, Inc. was interested in re-designing the call screen because of some new features we were rolling out and some outdated features we were removing. I was tasked with giving the call screen a refreshed look to be more competitive and display the proper updated features, but still feel familiar to the old call screen.
USER EMPATHY: How would our users react after the removal/rearrangement of the icons on the UI that they are familiar with?
FAMILIARITY: How can we refresh the UI/UX but keep it familiar so users can easily use and interact with the new UI?
Some key factors during my research were:
Ad placement and dark patterns (such as tapping the ad instead of “End Call”)
The call screen needed to be optimized for different size phones since 2.5% of our users use iPhone 5 and smaller
What were our competitors doing and what did their call screens look like? What features did they offer and how did they tackle their icons?
SKETCHING & WIREFRAMING
I wanted the call screen for each app (TextMe, TextMe Up, and FreeTone) to be unique and new, but I wanted each product’s color and brand to really shine through. The old screen had a dark overlay with only a splash of our primary color but I felt that it was very off-brand. I also wanted an added element to show users who they were calling, both visually (an icon) and through text (the contact’s name).
LAUNCH & LEARNINGS
The team decided on the call screen with the single row of icons without naming and each app’s branded gradient overlay. We implemented and launched the call screen and analytics show an increase in 3% in calls since.
I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not reflect the views of TextMe Inc. or VeryPrivateNetwork, Inc.