Customerly - Adapting a Complex SaaS for a Flawless Mobile Experience

The Challenge: Putting the Power of a SaaS in Your Pocket

Customerly is a powerful all-in-one SaaS platform for customer service, offering tools like live chat, email marketing, help desk, and CRM. Born and designed for desktop use, its mobile experience was limited and frustrating—a huge obstacle for its users.

Modern support teams and managers don't just work from their desks; they need to be able to manage conversations and assist customers while on the go. The challenge was therefore strategic:

1. Complexity to Simplify: How do you translate a feature-rich interface (inbox, advanced filters, customer profiles, automations) onto a few inches of screen without sacrificing essential functionality?
2. Fragmented User Experience: The existing experience was not touch-optimized, making operations slow, cumbersome, and prone to errors. This frustrated users and limited the product's adoption in on-the-go contexts.
3. Lack of Continuity: Users couldn't seamlessly switch from their computer to their smartphone to continue managing a conversation, creating an interruption in their workflow.

The objective was clear: to design the mobile version of the Customerly SaaS from the ground up, creating a native, intuitive, and fully functional experience that would allow users to carry the power of the platform with them at all times.

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The Process: A Mobile-First Approach for a Complex Product

As the freelance UX Designer hired for the project, my approach was to rethink the entire experience from its foundations, with an obsessive focus on the user's needs in a mobile context.

1. Phase 1 - Audit and User Research: I began with a deep dive into the desktop platform to map out all the core features and workflows. Next, I conducted a series of interviews with Customerly users (support agents, marketing managers) to understand which tasks were critical for them to perform on the go. Key questions were: "What task do you need to complete in 2 minutes while on a train?" and "What frustrates you most about the current mobile experience?".
2. Phase 2 - Information Architecture Redesign: Based on the insights from the research, I redesigned the information architecture specifically for mobile. I prioritized the most important features, like the inbox and messaging, making them immediately accessible. I explored navigation and filtering solutions that were intuitive and easy to use with one hand.
3. Phase 3 - Prototyping and Design System: I created a high-fidelity interactive prototype of the entire mobile application, from the sign-in flow to viewing a lead's profile and managing a conversation. This prototype became our primary tool for iterating and refining the design, testing it with stakeholders before development. I also defined the foundations for a mobile design system, ensuring consistency across all screens.

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The Final Solution: A SaaS Experience Without Compromise, Anywhere

The final result was a clean, fast, and fully functional mobile interface that transformed how teams use Customerly.

• Productivity on the Go: Support agents can now reply to chats, reassign conversations, and view customer profiles from anywhere. This led to a 30% reduction in average first response times, a critical KPI for customer satisfaction.
• Intuitive Design and Successful Adoption: The new interface, designed with mobile-first principles, was met with enthusiasm by users. The clear navigation, accessible filters, and fluid messaging eliminated frustration and increased mobile app usage.
• Full Functionality, Zero Compromise: The key features of the desktop platform were successfully redesigned for mobile. Users now have a consistent and uninterrupted experience, allowing them to switch from computer to smartphone without losing their workflow.

This project demonstrates my ability to analyze complex SaaS products, understand the specific needs of a mobile context, and translate them into design solutions that are not just a "scaled-down" version of the desktop, but a new, optimized, and high-value experience for Mobile Devices.

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