3. You
Dream.We design and develop digital customer experiences
across mobile, web, and other connected devices.
User experience design is about shaping the
relationship between people and technology.
A good UX design can make an ordinary
website or application great.
By focusing on designing great user
experiences, BroadSoft Design strives to have
a meaningful impact on end consumers. Our
passion is to transform your ideas into reality.
We partner with you to create the best value
for your customers, and to make technology
a profoundly human experience.
Design with a purpose. Do not design simply to make
something aesthetically pleasing. Make sure everything that
is designed creates an engaging experience for the end user,
and drives the core business strategy.
As a leader in the communication and
collaboration space, BroadSoft brings
constant innovation to the marketplace
and simplifies the way organizations stay
connected. Whether the user experience
is on a mobile device, a desktop, a web
browser, or a next-generation device,
BroadSoft Design takes the most
powerful and the most relevant BroadSoft
technologies, and creates a unique,
compelling, and ultimately value-driven user
experience specific to your customers.
The ability to simplify means to eliminate the
unnecessary so that the necessary may speak.
—Hans Hofmann
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4. WE
BUILD.We design and develop customer experiences across web, mobile, and other connected
devices. We build end user experiences that enable our customers to differentiate their
offerings. We create the best possible customer journey for our “customer’s customer”
in their pre-purchase and post-purchase interactions. When required by customers,
we extend and leverage the core BroadSoft product offerings by integrating them into
other third party systems to create an end-to-end customer experience.
We build customer experiences
END TO END.
You’ve got to start with the customer experience and work back toward
the technology, not the other way around.
- Steve Jobs
BroadSoft Design is a team of expert designers
and developers specializing in creating custom
user experiences across BroadSoft offerings.
We focus on building custom user experiences,
with a particular emphasis on mobile, web, and
next-generation device solutions. We’ve built
leading-edge communication and collaboration
solutions for industry leaders across the globe.
What are your product features that will matter
most to the end consumer? How will the end
consumer use your products? And why will they
use your product? Great design must answer all
of these questions.
WHAT MOST CUSTOMERS WANT/NEED ARE:
• End-to-end experiences
• Differentiated experiences
OUR FOCUS
Build the best end-user experience
for BroadSoft customers and partners.
OUR PHILOSOPHY
Design begins with the end-user experience.
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5. COMMUNICATIONS
IN THE WORKPLACE
Unified communication technologies are
powerful tools that help modern employees
work on their own terms, enabling team
communication and business models that
were previously not available. Yet despite the
demonstrable benefits, widespread adoption
remains an uphill battle. There are many
important features required for end user adoption
of Unified Communications and Collaboration
(UCC) tools and solutions, but by far the most
important is a good user experience.
In designing an effective UCC experience, we
design to incorporate valuable information such
as the user’s preferences and location.
Enterprises want their communication tools built
right into software applications and workflows
that are optimal for their customers, their
mission, their workforce, and their bottom line.
Users expect an experience that allows them
to automatically understand what needs to be
done; and communications tools that works how
and when they want them to. This may mean an
endpoint device that intuitively switches between
multiple input streams, or a calling application
that shows you contextual information in third
party applications. People want to think about the
tasks their tools help them perform and not worry
about the technology behind it.
”User experience; the quality and effectiveness of the overall user
experience (UX) across all devices will heavily influence the effectiveness
of the solution, its adoption rate and, ultimately, enterprise productivity.”
- Gartner
ANALYTICS MOBILE TELECOM SERVICE END USER
THE IMPORTANCE OF USER EXPERIENCE IN
UNIFIED COMMUNICATION
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6. ASSISTANCEPURCHASE ADMINISTRATOR
CANCELLATIONPAYMENT COMPLAINT
”I have a need” ”I need help” ”I want to manage
my account”
”I need to pay my
invoice”
”I do not want this
offer anymore.”
”I am not happy”
In designing the ideal experience, many service
providers are still struggling to design the best
cross-channel experiences. Experiences that take
advantage of digital technologies to effectively
provide customers with targeted products.
In an increasingly competitive marketplace, the
customer journey has been altered by the ubiquity
of big data, the Internet of Things, and advances
in web coding and design. Customers now
have multiple online options for researching and
buying new products and services.
As a result, digital channels no longer just
represent a cheaper way to interact with
customers; they are critical for marketing
campaigns, sales initiatives, and staying
competitive.
At BroadSoft Design, our strength lies in
understanding your customers. Once we
understand the needs of your customers, we
then design a user experience best suited for your
products to make your business successful. Our
design process focuses on building the personas
that will be using your product. That building
process often involves talking directly with your
customers in order to understand how they can
best use your products.
We KNow
THE END USER.
LET US INTRODUCE you.
CUSTOMER CONTACT MOTIVES
A satisfied customer is the
best business strategy of all.
- Michael LeBoeuf
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7. 01 TRY
02 BUY
03 USE
04 MANAGE
THE
CUSTOMER
JOURNEY
The modern customer journey is complex. There are multiple interaction
points customers can have with your brand across channels, through
different devices, and over time as they buy and use your services.
All of these considerations should be mapped out, and holisticly evaluated
in order to create an on-brand, high-quality, consistent experiences
throughout every touchpoint.
Therefore, it is important to focus on the key moments that can help
inspire people to buy your products or services. What are the most
important moments along the journey for your customers?
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8. 01 TRY
Show the Best. We look at the most relevant, the
most powerful features within your product, and
make sure that is at the forefront of our trial design
process.
Bring Your Users Back. We look for avenues to
engage with your customers after they have given
us their information (e.g. emails, social media,
call from a care agent, etc.). However, this needs
to be thought through from a user experience
perspective, so that it becomes a natural extension
of the trial experience. Buying the product is not a
sales pitch, it is the natural next step..
Most customers who sign up for a free trial of your product
will use it once and never come back.
At BroadSoft Design, we actively craft the user’s first experience. We make the user experience a positive
improvement in the customer journey. Your customer should become better at something within his or
her first five minutes. Our goal is to have the customer take actions which results in something that is
relevant to his or her business, and we should give the customer a clear and compelling reason to return.
Some things we emphasize when designing the trial experience include:
Communicate with the customer. To build a
relationship, we should start by talking to them,
early and often. One easy way to do this is to offer
user the opportunity to take a product tour inside
the product.
Measure Effectiveness. We can measure a
customer’s progress through the trial by looking
at the completion of each step. We can then map
them against the funnel, where many enter at the
top, few people exit at the bottom.
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9. 02 BUY
03 USE
Studies typically show that most potential
customers abandon their shopping cart before the
final purchase. Why do customers abandon their
purchasing process so often? There are a myriad of
reasons why this can occur but all too often this is
due to poor user experience design.
At BroadSoft Design, we specialize in creating an
experience intended to guide the end consumers,
to educate them about your products, and to
ultimately convert them into paying customers.
Some fundamental principles of our buyer
portals include effective marketing of your
product brand, determining whether to
emphasize or de-emphasize your product
price point, establishing a linear purchase
flow, adding informative, descriptive
fields throughout, and making the
purchase process simple, intuitive,
and rewarding overall.
Using a product starts with
the first time user experience,
and then quickly moves to
tailoring the user experience to
the most relevant use cases of the
end user. Whether the end product
is a mobile application or a web
page, the experience must be intuitive.
The end user must be able to “get” the
application within seconds of entering
your product experience. And almost any
customer care call is a failed user experience.
At BroadSoft Design, our persona-led design
process will establish the highs and lows of the
typical product experience. And in doing so, we
can better prepare a user experience that emphasizes
what works, and minimizes what doesn’t.
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10. 04 MANAGE
The design of an administrative website, a site
designed to manage a service, is too often
neglected. Administrative portals usually don’t
meet the needs of either businesses or users
and thus contribute to a poor return on user
experience.
In general, administrative portals are meant to be
used by a smaller group of people with a set of
specific tasks in mind. These tasks may include
evaluating business trends, executing business
processes, or updating a profile. Designing for
these tasks requires a higher level of involvement
and knowledge of the system on the part of the
user. They don’t just stumble upon your site,
do their work and leave. They use it as a tool
to perform critical business tasks throughout
their day. As these are specific, task-oriented
individuals, having a thorough understanding of
their persona and motivations is key to great user
experience.
Some elements BroadSoft Design will typically
incorporate into the design of a market-leading
administrative portal include:
Simplicity. Keep branding small and content big.
Personalization. Promote efficiency with
personalization that allows users to learn and
work faster.
Colors. Use simple colors and fewer graphics to
place focus on the content and emphasis.
Multiple Columns. Using column-based
navigation to enable users to travel between
different sections/pages.
Data Charts & Graphs. Choose design graphs that
best communicate data in a concise manner to
enhance the comprehension experience.
Accessibility. Accessibility is critical to address the
current and future user base. Treat the application
as if it is a public website.
By keeping many of these design principles
in mind, BroadSoft Design can prepare an
administrative portal that maximizes your return
on experience.
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12. XFINITY CONNECT
Mobile and web app that lets Comcast users manage
their home phone, plus stay connected with family
and friends.
• Visual Voice Mail and Notification
• Voice Calling
• Call Forwarding
• Address Book
• Messaging
• Email
BroadSoft Design’s unique mix of leading edge
UX and UI skills enabled us to create a compelling
end to end experience for our customers.
XFINITY CONNECT
Mobile and web app that lets Comcast
users manage their home phone, plus
stay connected with family and friends.
• Visual Voice Mail and Notification
• Voice Calling
• Call Forwarding
• Address Book
• Messaging
• Email
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13. MyTWC
Mobile discovery hub that lets MyTWC users
easily find all their apps in one place, view
and manage their services remotely, as well
as access their home phone.
• Visual Voice Mail and Notification
• Voice Calling
• Call Forwarding
• Address Book
• Messaging
• Email
By simplifying the customer journey from start
to finish, BroadSoft Design has significantly
increased customer engagement for our apps.
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14. BroadSOFT DESIGN
MOBILE CLIENT
BroadSoft Design’s micro business solution offers a web
and downloadable mobile app business communication
experience, which leverages core BroadWorks capabilities.
From their mobile device, micro businesses have access
to the most critical communication features for a small
business, including a company auto-attendant, voicemail,
recent calls, chat messaging, and initiating and receiving
business calls.
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15. AT&T Locker
Cloud-based storage that lets AT&T users easily
upload their photos and videos from any of their
devices, with auto-backup and the ability share
their favorites over email, Facebook and Twitter.
• iOS and Android
• Document Cloud Backup
• Photos and Video Backup
• Music Backup
• Media organization
BroadSoft Design’s mastery of Agile
design and development methodologies
significantly reduced time-to-market for
our products.
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16. BroadSoft Design’s deep insights into
consumer behavior relating to multi-screen
video consumption helped us make TV Explorer
a superior video discovery product.
®
TV EXPLORER
“TV Explorer” is a mobile and web app that provides a range of content discovery
options that makes it easy to find live TV and On Demand shows.
• Find out “what’s on” right now and what shows are available “on demand”
• Search for a specific show by name or genre
• See which friends are online and socialize about the show (FB, Twitter) in real-time
• View promoted content
• Watch live video clips
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17. GREAT COURSES
A compelling mobile experience that lets customers stream purchased
audio and video titles to their mobile devices. Includes search, filter, social
sharing, the ability to track their viewing progress and more.
A willingness to question and challenge
traditional user experiences enables
BroadSoft Design to create truly world-class
products for consumers and enterprises.
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18. PHONE 2 GO
Charter Phone 2 Go is an example of working
with an existing brand and style to create
a unique experience. Phone 2 Go allows
Charter customers to chat, call and video call
each other, in addition to having voicemail
and conferencing features.
The ability to create scalable and
repeatable experiences across multiple
connected devices makes BroadSoft
Design stand out from the crowd.
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19. Broadsoft Design
BUYER PORTAL
BroadSoft Design’s Micro Business buyer portal recognizes the
unique on boarding requirements a small business customer.
A “frictionless” buying experience where minimal information
and minimal time to purchase is critical. The purchasing flow
emphasizes simplified feature packaging and caters to the
“Bring Your Own Device” customer.
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20. SMARTHOME
With our SmartHome concept app, you can turn your device
into a central controller for many of the connected devices
you have in your home. By consolidating control into one
app, you remove the need to manage a bundle of different
apps from different vendors as your device collection grows.
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22. It is critical to clearly define the entire project
methodology as it helps everyone to make
clear decisions regarding project objectives,
scope, timelines and deliverables.
DEFINE
We think about the audience we are trying
to reach and how they complete tasks.
Requirements are identified resulting
in a list of necessary business, user and
functional requirements.
By working collaboratively with our
clients. every structural & design
element is optimized around the needs
of business goals and users.
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23. We believe research is imperative to achieve
business success. We research to gather ideas
and gain knowledge of our clients’ competition,
markets and customers.
RESEARCH
Research ensures truly evidence-based
design that delivers our clients business
goals. This helps us to open up and
explore the problem space and the market
we are working in.
Our research methods include competitor
benchmarking, best practice analysis,
expert reviews, stakeholder interviews,
surveys and user testing, which helps
everyone understand the starting point of
design.
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24. We use brainstorming to start to share and
develop initial ideas and interaction concepts.
It is an iterative process resulting in problem
solving and design solutions.
BRAINSTORM
We start writing down and/or sketching
everything both in general and specific.
At this stage in design, we defer judgement,
let the ideas flow, pose questions, and
tackle different dimensions of the ideas.
We encourage all ideas at this stage while
staying focused on the topic.
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25. Sketching/Wireframing (ranging from hand drawn
sketches through high fidelity wireframes) is a key
part of our design process. This allows us to explore
design choices, conceptualize functionality and
test theories with users, stakeholders, designers and
developers prior to the start of development.
SKETCH &
WIREFRAME
Christoph Niemann
Simplicity is not about making
something without ornament, but
rather about making something very
complex, then slicing elements away,
until you reveal the very essence.
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26. Next, we create wireframes; the page
schematics (or blueprints) that contain all
the major elements of a real page without
any visual design.
Our wireframes make sure that the
user experience is validated early in the
process.
Sketching out ideas creates a shared
understanding about the digital
experience being built at an early stage of
the design process.
Sketching is used to visualize initial ideas
and workout the user flows. This throws
light on opportunities and strategy.
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27. Good design begins with defining the
problem. A solution cannot be reached until
there is a firm understanding of the project.
DESIGN
Mitchell Kapor
What is design? It’s where you stand
with a foot in two worlds - the world
of technology and the world of
people and human purposes - and
you try to bring the two together.
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28. Redesigning user interfaces on the basis of user
testing substantially improves usability. Gathering and
analyzing user feedback throughout the process helps
define key areas of improvement.
REVIEW & REVISE
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29. Using an interactive prototype allows us
to define the interaction flow and the user
interface at a very early stage.
PROTOTYPE
Prototyping generates feedback early
in the design process. Usability and A/B
Testing also benefit greatly through
the use of an interactive prototype by
providing richer interactions than static
images, which are hard to piece together.
Investing in the use of prototyping early
on cuts down on development time by
understanding the interaction model and
communicates feedback efficiently.
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30. Deliverables vary for each project but include assets
along every step. Examples are, wireframes, sketches,
prototypes, style tiles, mind maps, mocks and final
development assets. All of this culminates in the
delivery of a robust and engaging application.
DELIVER
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31. WORK.
WORK.
WORK.
BROADSOFT DESIGN WORKSHOP
The key to the BroadSoft Design process is
to start with a solid understanding of your
product vision. In order to do that, BroadSoft
Design recommends starting with a workshop
session. The overall goal of the workshop
is to determine the very specific product
requirements-- to provide definition to the
user experience, the technology, and the
overall metrics of success for this product.
This becomes the specific plan for the
Minimum Viable Product-- a version we can
launch very quickly.
The agenda of the workshop is defined
around building this MVP. We address this by
answering some key questions:
Why? Why should you invest in your product
experience? What is the opportunity, how
are other industry players addressing this
opportunity, and what are the benefits for you
and your customers?
What? What should you do to move forward
with such a product? What are the specific,
tactical things that can be done?
When & How? Once you determine what to
do, we address the question of how to do it,
when to do it, and how much investment is
required.
Upon completing the workshop, BroadSoft
Design can then prepare an actionable plan
to design and to develop your product.
design@broadsoft.com+1 703 852 9600 www.broadsoft.com/design
The beginning is the most
important part of the work.
- Plato
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