Hi, I'm Andrew
I am passionate about graphic design and art and love creating visual projects that challenge my creativity. I am always trying to create a new world.
About the Project
As a UI/UX designer, my role in the CFBTEL project was to create user interfaces tailored to the needs of the Omani market. CFBTEL is an American company specializing in VOIP technology, aiming to address the telecommunications challenges in Oman. My contribution focused on designing user interfaces that resonate with the Omani user base, ensuring a user-friendly platform.
About the Project
About the Project
The BLUE AQUA project is designed to enhance user satisfaction through an improved and aesthetically pleasing website. Our previous website faced numerous issues and eventually became inoperative. In response, we decided to develop a new site from the ground up, focusing on creating a robust and reliable platform. BLUE AQUA represents our commitment to delivering a high-quality user experience with an elegant design and solid functionality.
Design Thinking
Research
User Persona
User Flow
UI/UX Design
Wireframe
Project Time
Throughout the course of the CFBTEL project, the anticipated timeline is approximately three months, allowing ample time for comprehensive development, testing, and implementation of the VOIP technology solution tailored specifically for the Oman market.
1 Month
2 Month
3 Month
4 Month
Strategy
Research
UX
UI Design
User Research
To ensure the design of BLUE AQUA met user needs and preferences, we conducted a comprehensive user research process. This process included the following steps:
🎩 1. Stakeholder Interviews:
• As the UI/UX Designer, I collaborated with the CEO, Head of Product, and Marketing Director to understand business objectives.
• The insights focused on creating a simple, high-quality VOIP service tailored to the Omani market, with a particular emphasis on cultural relevance and accessibility.
📋 2. User Surveys:
• I designed and conducted surveys with 200 Omani users, revealing key preferences such as high-quality audio, affordable pricing, and the need for bilingual support.
• This data directly informed the design decisions, ensuring the user interface met local user expectations and needs.
🕹️ 3. Usability Testing:
•I led usability testing with 5 users, focusing on tasks like account setup and making calls.
•The tests uncovered issues with the English-only interface and variable call quality, which I addressed in subsequent design iterations to improve usability and accessibility.
👥 4. Focus Groups:
• I facilitated focus groups that provided deeper insights into user behavior and expectations.
• Feedback from these sessions led to enhancements in navigation, visual hierarchy, and the inclusion of culturally appropriate design elements, making the service more intuitive and user-friendly.
📊 5. Analysis and Implementation:
Based on the comprehensive research, I implemented key design changes such as a bilingual interface, streamlined onboarding, and improved visual hierarchy. These changes ensured the final product was both user-centric and aligned with CFBTEL’s business goals, delivering a competitive VOIP service for the Omani market.
Interview Question
How do you use VOIP services—mainly for personal chats, business meetings, or international calls?
Which VOIP services do you currently use, and what do you like or dislike about them?
How comfortable are you with new technologies or apps? Can you share a recent app or technology you started using?
What are the main reasons you chose to use a VoIP service over traditional phone services?
How do you feel about the reliability of the VoIP service? Have you experienced any downtime or connectivity issues?
What do you think about the security and privacy features of the VoIP service? Are there any concerns you have?
What future improvements or features would you like to see in the VoIP service?
If you could change one thing about the VoIP service, what would it be and why?
User Journey Map
Stage
Touch points
Activities
Pain Points
Feelings
Awareness
Consideration
Decision
Purchase
• LinkedIn
• Google Search
• Local News Websites
• CFBTEL Website
• Demo Video
• Testimonials
• Bilingual Live Chat
• Pricing Page
• Contact Form
• Onboarding Email
• Local Support Visit
• Setup Guide
• Searches for VOIP solutions online.
• Reads local news articles about VOIP.
Sees recommendations on LinkedIn.
• Visits CFBTEL website.
• Watches a product demo.
• Reads customer testimonials.
• Reviews pricing plans.
• Engages in live chat to ask questions.
• Compares different pricing options.
• Requests a consultation for more details.
• Receives onboarding email with setup instructions.
• Works with the local support team to set up the VOIP system.
• Configures the service to align with business needs.
• Overwhelmed by options.
ٖ• Difficulty finding Oman-specific solutions.
• Unclear how features fit local business needs
• Concerned about the total cost.
• Needs assurance of local support.
• Confusion over contract terms.
• Complexity in the initial setup and integration with existing systems.
• Ensuring that all features are correctly configured.
🤔 Curious
😓 Overwhelmed
😊 Interested
🤨 Cautious
😎 Confident
😮💨 Relieved
🫡 Supported
💪🏻 Empowered
Empathy Map
• "I need a VOIP service that's reliable and easy to set up."
• "The service must be affordable and provide good value."
• "It should integrate smoothly with our existing systems."
• What are users thinking while interacting with the website or considering the service?
• "Will this service be reliable in Oman?"
• "How easy is it to set up and manage?"
• "Is the cost justified by the features offered?"
• "Will it support all my communication needs?"
• Researching and comparing VOIP providers.
• Exploring features and pricing plans.
• Setting up a demo or free trial.
• Reading reviews and case studies.
• Pain points: Concern about the reliability and clarity of calls, fear of hidden costs, frustration with complex setups.
🏷️ Card Sorting
Home
Services
HDS as a Service
IT Asset Tracing
Multichannel Suppor
Onboarding
Resolution & Automation
NOC as a Service
Network Management
Server Management
Disaster Recovery
Cloud Services
24/7 Threat Detection MDR
Endpoint Security EDR
Cyber Security
Cloud Security
SOC as a Service
Fractional CIO
Compliance Formation
Digital Transformation
Office Productivity
VCIO as a Service
Phone System
Video Meeting
Call Center Solution
CRM telephone Integration
VOIP as a Service
Company
New
Events
Careers
Pricing
Persona
We have a total of 8 personas, and I will include 1 of them here.
Name: Ahmed Al-Habsi
Age: 38
Gender: male
Location: Muscat, Oman
Occupation: IT Manager at a mid-sized logistics company
Education: Bachelor’s Degree in Business Administration
Challenges:
• Skepticism about the reliability of VOIP services in Oman, particularly in more remote areas.
• Concerns about the time and complexity of setting up a new communication system.
• Fear of hidden costs or charges, especially with international calling features.
• Resistance from non-technical staff to adopt new technology.
Behavior:
• Tech-savviness: High, regularly keeps up with the latest technology trends, especially in the IT and communication sectors.
• Online Habits: Frequently researches technology solutions online, reads industry blogs, and participates in online forums for IT professionals.
• Decision-Making: Prefers to make data-driven decisions; looks for case studies, reviews, and demos before committing to a service.
Purchasing Process: Ahmed is a cautious buyer; he likes to explore multiple options, consults with peers, and tests products through free trials or demos before making a final decision.
• Pain Points:
• Difficulty in finding a reliable VOIP provider that understands the local market and challenges specific to Oman.
• Frustration with poor customer support from previous technology vendors.
• Concern over how easy it will be to train staff on using the new VOIP system.
Values:
• Reliability: Ahmed values services that are dependable, with minimal downtime and high call quality.
• Cost-Effectiveness: He seeks solutions that provide good value for money, with transparent pricing.
Efficiency: He looks for systems that are easy to implement and integrate well with existing tools.
Support: Ahmed appreciates vendors who offer excellent customer service and technical support, especially during the setup phase.
Quote:
"I need a communication system that just works—one that my team can rely on without worrying about the quality or hidden costs."
Goals:
• Implement a VOIP system that allows seamless communication between all branches and remote workers.
• Reduce the company’s communication costs, especially for international calls.
• Ensure that the new system integrates smoothly with their existing CRM and customer support platforms.
• Provide a user-friendly interface for the non-technical staff.
Background:
• Ahmed has been working as an IT Manager for the past 12 years. His company has recently expanded, opening new branches across Oman and the GCC. With this expansion, Ahmed has been tasked with finding a reliable and cost-effective communication solution that can support the company’s growing needs.
📜 Site Map
Design
For this project, I used both glassmorphism and flat design principles. Glassmorphism provided a sleek, frosted-glass effect with translucent elements and subtle shadows. Flat design emphasized simplicity with bold colors and clean typography for an intuitive user interface. Additionally, I adhered to the company’s brandbook to ensure consistency with their established visual identity.
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Colour
FFFFFF
64C2EE
51668A
012641
F3F7FB
80FFF0
83E1C2
EDF0F7
EDF0F7
E3E5E7
DEDEDF
A5A8AB
85858A
6E6F71
A5A8AB
444447
🅰
Font & Typography
Inter
Regular
Semi Bold
Extra Bold
10
12
14
16
20
24
28
32
40
48
72
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Elements
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