SNEP 7: Matching users and business goals

The project aimed to understand users who use the solution, what motivates them and what the key factor for them to choose to use the solution. Also, find areas in which the solutions have more potential and can be ahead of its competitors.

Project overview

SNEP 7 allows you to manage the company telephony with business-focused resources. A bit of context, the phonecall lost frequency over years losing space for other voice communication platforms, but it gained relevance and a sense of urgency that when the client calls it's an action that put him in priority in its journey.

This project was focused in improving the product feature roadmap and prioritize its first release, focused on what it's crucial and valuable for companies, also understand how competitors deliver alternatives for this solutions and how was Opens could position SNEP 7 in this market.

The company already had a solution active on the market that has served as a base for research and generated several contexts of use.

Main goals

Improve gains

Matching the technology with real-world use helps you gain valuable insights from your users regarding why and how they use your products and improve gains.

Synthesized value

A more specific approach can remove any bias perspectives and set the foundation for clearer objectives for what matters to your users, generating input for a clear value communication.

Spread the word

Spreading the message on a new website for the company was one of the main goals of the project, as it would centralize the main points of communication. The task was to design a simple, objective structure that had a good product presentation on their site.

The challenge

The context of VoIP telephony is complex in itself, misuse of terms, lack of enlightening content, very technical language and products that require use by professionals with high telephony maturity.

Our challenge was to be able to translate the company's technology into a solution that had clearer communication and provided an understanding of the importance of good customer service as a core proposition.

The solution

Even with all the difficulties, the great transformation was to compose a product and inputs for communication discourse that would bring a more humanized perspective to customer service. One goal was to replace hardware and device discussions, how this solution could optimize customer service and bring visibility and a critical sense in the flow of phone calls and other aspects directly linked to the customer's attempted contact experience.

The product team went through two intense months of interaction and workshops focused on a deep understanding of the product.

After a while, this mission was shared with the entire company, creating workshops for specific missions where we were able to distribute multidisciplinary teams focused on producing parts of the project, especially those that directly impacted training and processes.

In the meantime, the information architecture and refinement of new website content also began. The development mainly considered the desktop and mobile version, since analyzing the traffic history, resolutions usually attributed to tables were not expressive, so the design was directed to create a good look and feel for desktop and mobile screen.

People and process

The result of the project could have a major impact on the current operation. Planning how to deliver the message of a new product to the team and architecting roles and processes became crucial.


Brand guidelines

Website sctructure


What I've learned

One of the key learnings was in the dynamics of discovery, the work of directing everyone to pursue what is relevant to the customer, how it can impact the business, and how to make that message clear to them. Another highlight was the ability to drive the use of pre-existing resources and technology, which enabled the prioritization shift of the development roadmap and accelerated release delivery without increasing any technical levelling gap of the team.

The most critical point was ensuring that the product message was aligned and spreading well in the market. This became critical for several factors, one of which was the processes and customer journey, points that had major changes to maintain consistency with speech.

The lesson is that this point should never be overlooked because everything that was previously built needs this link in the communication so that it best touches the public. This concern was extended from the understanding of users, sales processes, implementation, websites, communication channels and even inputs to contribute to the planning of the company's strategy.

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