BatchDialer: Designing a High-Performance Cross-Platform Communication Hub

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Project

BatchService

Main Role

• Founding Designer
(Jan 2020 – Jan 2022)• Product Design Manager
(01/2022–03/2023)

Multi-hat Sub-Roles

UI/UX Designer, Product Manager, Project Manager, QA Specialist, User Researcher, Content & UX Strategist

Duration

January 2020–March 2023

Tools

Figma, Zeroheight, Jira, Confluence, Pendo, Userpilot

Introduction

BatchDialer emerged as a game-changer for outbound calling, empowering Real Estate Professionals, Sales Teams, BPO/Call Centers, and Collections Agencies with a cloud-based platform that maximizes efficiency and compliance. As part of BatchService’s five-app suite, it transformed high-volume communication. From 2020 to 2023, as Founding Designer and Product Design Manager, I shaped BatchDialer’s web app (including softphone, Chrome extension, addon store), mobile app, and initial website, driving its adoption and contributing to BatchService’s 1081% growth and $100M valuation (GetLatka). For broader context, see my main case study.

Explore BatchService Main Case Study

Results

0% company growth: from 8 to 350+ employees
0+ UI components and 2k+ icons created
0 apps web, mobile, plus website
0.9/5 user rating

The Challenge

Designing a leading multi-line dialer involved addressing several critical challenges for both agents and managers across various industries:

  • Connection Barriers

    Spam filters and “spam likely” labels reduced call answer rates, frustrating agents.
  • Manual Inefficiencies

    Slow dialing processes wasted time, limiting live conversations.
  • Reputation Risks

    Flagged numbers disrupted campaigns, requiring proactive management.
  • Scalability Demands

    Supporting growing call volumes across industries with seamless performance.
  • Agent Downtime

    Idle time between calls hindered productivity, especially in call centers.
  • Compliance Complexity

    Strict DNC and TCPA regulations risked legal issues without robust tools.
  • Data Overload

    Real estate agents needed instant lead insights without interface clutter.

My Contributions

Web App

Designed intuitive interfaces for multi-line dialing, campaign setup, and analytics, integrating softphone and Chrome extension.

Softphone

Designed embedded call capabilities within the web app. Eliminated external hardware, streamlining agent workflows.

Mobile App

Developed iOS/Android apps for on-the-go calling. Enabled real-time campaign monitoring and updates.

Chrome Extension

Created a click-to-call tool for CRM integration. Enhanced agent efficiency with browser-based access.

Addon Store

Conceptualized a framework for future feature expansions. Laid groundwork for platform extensibility.

Website

Built the initial marketing site to attract diverse industries. Established a cohesive brand identity.

Branding & Visuals

Crafted logos, brand books, brochures, presentations, social media artworks, videos, and motion graphics for BatchService and its products.
As the sole designer initially (2020–2022), I wore multiple hats:
  • UI/UX Designer: Crafted all interfaces.
  • Product Manager: Defined feature requirements with founders.
  • Project Manager: Coordinated timelines and resources.
  • QA Specialist: Tested implementations for bugs.
  • User Researcher: Analyzed feedback via Pendo and Userpilot.
  • Content Strategist: Shaped marketing narratives.
  • UX Strategist: Planned user flows and prioritized features.

I also initiated the BatchService Design System, with 550+ components and 2,000+ icons in Figma, documented in Zeroheight, ensuring scalability.
Liza Zagirova

Process & Design Solutions

In 2020, I set out to design BatchDialer, collaborating with one of the founders to turn their vision into a reality. User research revealed agents’ struggles with spam blocks and clunky dialing systems. I created Figma prototypes to test workflows, iterating based on feedback from real estate and call center beta testers.

  • BatchService Design System

Early feedback showed agents struggled with cluttered call status displays, slowing responses. I redesigned the multi-line dialing interface with color-coded indicators and prioritized data, boosting adoption to 85% per Pendo analytics, with users noting faster call handling.

Key Design Solutions

Multi-Line Dialing Interface

Designed a clear, manageable UI for agents handling up to 5 simultaneous calls (Predictive & Preview modes), featuring real-time call status, efficient disposition logging, and immediate access to contact details/scripts to streamline high-volume operations.

Preview Dialing Dashboard

Created a focused dashboard displaying essential contact details before calls, enhancing agent preparation for nuanced conversations, particularly in real estate or complex sales.

Live Floor Monitoring & Coaching Tools

Designed real-time dashboards enabling managers to oversee agent status, call activity, and performance KPIs, along with intuitive interfaces for call listening, whispering, and barging functions to facilitate effective coaching.

Compliance & Reputation Management

Integrated interfaces for automated DNC/Litigator list scrubbing and tools for monitoring phone number health, viewing spam flags, and managing automated number replacement to ensure compliance and maintain high connection rates.

Customizable Agent Scripting

Built interfaces allowing managers to create dynamic scripts and designed how agents view and interact with these tailored scripts during live calls, enhancing consistency and confidence.

Inbound Call Management

Designed workflows and interfaces for setting up IVRs (Interactive Voice Response), call queues, call forwarding rules, and managing voicemails for efficient handling of incoming calls.

CRM & Data Integration

Created interfaces for seamless integration with platforms like BatchLeads and external CRMs (via Zapier/API), enabling efficient call logging, task management, and data synchronization.

Team & Handoff

By 2022, I led a five-designer team, training them on the design system and establishing Jira/Confluence workflows. Figma’s Dev Mode ensured precise handoffs, scaling quality.

    Product Design Flow Sample: Jira -> Figma User Flow -> Figma UI Design

    Impact
    My design leadership drove transformative outcomes:

    0k+ users Attracted in ~1 year
    0.9/5 user rating on Trustpilot
    0% feature adoption rate (Pendo analytics)
    0M Scaled from $0 to ~$100M by 2023
    Trustpilot BatchLeads' Customers Reviews 2020-2023

    What I Learned

    Designing BatchDialer provided unique insights into high-volume communication platforms:

    Workflow is King

    In tools used for repetitive, high-volume tasks, optimizing the core user workflow for maximum efficiency and minimal friction is absolutely critical.

    Designing for Diverse Roles

    Creating interfaces that serve the distinct needs of both front-line agents (speed, clarity) and managers (oversight, analytics, configuration) requires careful balancing.

    Compliance by Design

    Integrating regulatory compliance (like DNC scrubbing) seamlessly into the user experience is essential for user trust and platform viability.

    Cross-Platform Utility

    Understanding which features are essential for on-the-go mobile access versus deep desktop work is key for cross-platform communication tools.

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