PrimeVox Redesign – Bringing Clarity to Business Communication Dashboards
Project
PrimeVox (VoIP PBX SaaS Platform)
Role
UI/UX Designer
Users
PBX Admins, Operators, Technical Staff
Tools
Figma, Balsamiq, Loom
PrimeVox is a robust communication system used by businesses for managing voice, SMS/MMS, faxes, and automations. Their original
interface felt outdated and difficult to navigate especially for users juggling multiple daily tasks.
I was brought in to rethink the experience end-to-end and deliver a design system that modernized the UI and made daily
workflows smoother.
The Problem
Before the redesign, the interface had several critical issues:
Cluttered dashboards with no clear hierarchy
Inconsistent component styles
across modules
Complex user flows, especially for
settings and call handling
Messaging and automation tools
that lacked usability
Business Goals
Improve user retention
Frustration with outdated UI was leading some clients to switch to competing platforms. The redesign aimed to boost satisfaction and reduce churn.
Lower support requests
Many user questions were tied to confusing navigation or unclear features. Streamlining the UX was expected to reduce support tickets and free up internal resources.
Increase onboarding success
New users often struggled to set up extensions, voicemail, and automations without help. A cleaner, more intuitive interface would shorten onboarding time and improve adoption.
Modernize brand perception
The outdated look and feel was affecting how customers perceived the reliability and innovation of the product. The redesign helped align the visual language with the company’s technical capabilities.
My Design process
This wasn’t a linear design sprint it evolved through fast iteration:
Discover
Understand what’s broken and why users are frustrated
- UX audit user research
- Personas & user journeys
- Stakeholder interviews
Define
Frame the problem and align on opportunities
Develop
Explore solutions and iterate through feedback
- Wireframing & design component
- Prototype interactions
- Usability reviews
Deliver
Finalize document and hand off for implementation
Legacy Dashboard Problems (Glimpse Before Redesign)
No Icons or Labels for Quick Recognition
Overuse of Bright Colors Without Hierarchy
PBX Admins & Users Felt the Platform Was Too Complicated for Everyday Tasks
I interviewed several admin-level and daily-use PrimeVox users, ranging from front desk assistants to system administrators, to understand their workflows, frustrations, and goals.
- Most users were familiar with VoIP tools but struggled with the outdated interface and confusing layout.
- Common tasks like checking voicemails, routing calls, or viewing call history required too many steps.
- Users wanted simpler navigation, smarter defaults, and helpful tooltips to reduce guesswork.
- Many avoided deeper features entirely due to fear of breaking something or lack of clarity.
- Across the board, users asked for a platform that feels modern, intuitive, and built for real-world workflows.
With these challenges in mind, I asked…
How might we simplify complex VoIP workflows so users feel confident using the system?
& How might we help admins and team members get things done without relying on support?
I mapped how users moved through the system then redesigned those journeys.
Example: Sending an SMS
- Click into SMS section (unclear button)
- Scroll long table of numbers
- Click a row > pop-up opens
- Type message in limited window
New Journey
- Land in Messaging tab with chat-style threads
- Click “New Message” clearly at top
- Search or select contact
- Send from full-screen clean composer
This same approach was applied to extensions, voicemail, and call routing—cutting steps, reducing confusion.
First Things First: We Needed to Fix the Navigation
Before solving anything else, we had to address the core structure of the product. The old navigation was crowded, inconsistent, and didn’t reflect how users actually used the platform. Important sections were buried, and there was no clear hierarchy between Admin and User views.
To move forward, we needed to rethink the navigation from the ground up making it intuitive, role-based, and scalable for future features.
This one just feels more modern and spacious, let’s go with this.
Aligning on the Homepage: Asking the Right Questions
Before jumping into design, I wanted to understand what the client expected from the homepage. Rather than assume what data or widgets were most important, I created a simple FigJam board and asked a few focused questions to guide the discussion.
Transformed answers into expected widgets
Exploring Ideas Through Wireframes
Once the new navigation structure was defined, I began translating user flows into early wireframes. The goal at this stage wasn’t visual polish it was about shaping layout logic, defining key actions, and validating what information belonged on each screen.
What didn’t work for us.
The first version technically worked, but it didn’t fully align with the client’s goals. It included too many repetitive widgets showing similar data in different formats.
What worked for us.
We rearranged the layout to introduce visual hierarchy and better flow. Key insights were grouped logically, and the sales pipeline and goals added context that felt more actionable.
Building a Flexible Design System
As the product scaled, consistency became essential. To support current features and future growth, I created a modular design system that could adapt across both Admin and User interfaces.
Reusable components like buttons
Typography styles and spacing rules
Reusable components like buttons
Final Mockups
After refining layouts, validating flows, and aligning with client feedback, we moved into high-fidelity design. These final mockups reflect not just visual polish but thoughtful UX decisions shaped by real user pain points and goals.
Dashboard
The redesigned dashboard is built for clarity. We focused on showcasing high-level metrics like incoming/outgoing calls, user activity, and system usage in a clean, scannable layout. Visual widgets like bar graphs and circular usage charts help reduce cognitive load.
We also introduced custom modules for things like Extension Monitoring, Recent New Users, and Open Tickets, so Admins can take quick action without digging through multiple screens.
Automation
The old automation screen felt flat and repetitive. We rebuilt it with better spacing, logical grouping, and meaningful actions. Tooltips explain technical settings, while ‘Run’ buttons are clearly placed for fast triggering.
It’s a screen built for daily interaction, especially for tech teams who rely on routine and recurring automations.
Call History
This screen was reworked to support both filtering and deeper context. We added sentiment indicators, agent-level breakdowns, and usage patterns that are easy to filter by direction ( inbound, outbound, internal ) or resolution ( voicemail, answered, missed ).
It’s evolved from a simple list into a powerful diagnostic tool.
