Callersmart

Renko

Callersmart

Renko

Work

Renko

Caller

Renko

Context

CallerSmart is a modern phone book helping users avoid unwanted calls, but its website suffers from low conversions, poor mobile usability and an outdated design

Understanding

Problem

The website faces low conversion rates, poor mobile usability, and an outdated design, all of which hurt user trust and hinder overall growth

User audience

Users who want to identify unknown callers, avoid spam and have protection against scammers

Success criteria

A statistically significant increase in the conversion rate and session duration

Result

Conversion rate is increased by 12%, session duration is increased by 10%, churn rate is reduced by 2.5

My responsibilities

Defined JTBD and user roles
Developed new website structure and sitemap
Conducted competitor analysis
Collaborated with the team, which consisted of product owner, copywriter, developers
Created 2D special icons and graphics
Created wireframes and prototypes
Defined a design concept and a design system

Defined JTBD and user roles
Developed new website structure and sitemap
Conducted competitor analysis
Collaborated with the team, which consisted of product owner, copywriter, developers
Created 2D special icons and graphics
Created wireframes and prototypes
Defined a design concept and a design system

UX design and analysis

defining hypothesis, Desk research

I started by identifying the primary user roles and their goals, focusing on what they needed to accomplish. I mapped out key JTBD and looked for ways to improve the website to better support those needs and enhance the overall experience. As part of our desk research, the team conducted a competitor analysis — on my end, I focused on evaluating mobile usability, user experience, and feature sets.

Redefining website architecture

I mapped the website's current structure, creating a visual representation that enabled a detailed analysis and identification of improvement areas. Based on this, I restructured the architecture to improve navigation, streamline information access.

Produced Design artifacts

JTBD → Provided clear insights into user motivations, helping prioritize features, improve usability, and align the product with real user needs

Competitor Analysis → Provided benchmarks for usability, pricing, and feature offerings, helping us differentiate and improve our approach

Site Map → Ensured clear navigation, efficient content organization, and seamless user flows

Result

visual design justification and benchmarking

I began with benchmarking and competitor analysis, and seeing outdated visuals across the market, I took a bold, modern approach to stand out. I defined our guiding principles — Digital, Minimal and High contrast — and built our design concept around them. Alongside this, I created high-fidelity screens, prioritizing both usability and aesthetics. Custom illustrations were integrated to enhance storytelling and strengthen brand identity.

Main Features