How Blue.ai transformed their omnichannel CX platform in 12 weeks
TABLE OF CONTENTS
About the client
About the client
Blue.ai is a customer experience management company based in Cyprus, serving the Middle East market. They provide an omnichannel platform that helps businesses manage customer communications across multiple channels including email, WhatsApp, SMS, and chat.
Blue.ai is a customer experience management company based in Cyprus, serving the Middle East market. They provide an omnichannel platform that helps businesses manage customer communications across multiple channels including email, WhatsApp, SMS, and chat.
Problem statement
Problem statement
Blue.ai's legacy interface created friction for users and limited their ability to compete beyond the Middle East market.
Users struggled with inefficient workflows when managing multi-channel customer communications.
The platform's visual design felt dated compared to modern competitors, making it harder to attract customers.
Without a contemporary interface, Blue.ai risked losing ground to international platforms with more intuitive experiences and attractive designs.
Blue.ai's legacy interface created friction for users and limited their ability to compete beyond the Middle East market.
Users struggled with inefficient workflows when managing multi-channel customer communications.
The platform's visual design felt dated compared to modern competitors, making it harder to attract customers.
Without a contemporary interface, Blue.ai risked losing ground to international platforms with more intuitive experiences and attractive designs.
Goals
Goals
The primary objectives were to:
Modernize the platform to compete with international CX solutions and enable market expansion.
Redesign all existing features and design new functionalities within a 12-week timeline.
The primary objectives were to:
Modernize the platform to compete with international CX solutions and enable market expansion.
Redesign all existing features and design new functionalities within a 12-week timeline.
Process we followed
Process we followed
Strategic planning
Strategic planning
We structured a challenging 12-week timeline with the product manager, working on two parallel tracks to maximize efficiency.
We structured a challenging 12-week timeline with the product manager, working on two parallel tracks to maximize efficiency.
Dual-track approach
Dual-track approach
Track 1: UI revamp of all existing features and functions.
Track 2: UI/UX design of new functionalities.
Track 1: UI revamp of all existing features and functions.
Track 2: UI/UX design of new functionalities.
Soft branding refresh
Soft branding refresh
We started by refining Blue.ai's visual identity to support the platform redesign:
Applied a modern style guide to replace the outdated aesthetic.
Fine-tuned the logo to meet brand guidelines with improved safe zones and mobile compatibility.
We started by refining Blue.ai's visual identity to support the platform redesign:
Applied a modern style guide to replace the outdated aesthetic.
Fine-tuned the logo to meet brand guidelines with improved safe zones and mobile compatibility.
Feature-by-feature redesign
Feature-by-feature redesign
We worked systematically to:
Verify all use cases were covered.
Design complete user flows.
Redesign the UI layer while keeping APIs unchanged.
We worked systematically to:
Verify all use cases were covered.
Design complete user flows.
Redesign the UI layer while keeping APIs unchanged.
Features redesigned included:
Features redesigned included:
Dashboard.
Campaign creation flows.
Email setup.
Chat interface.
Automation workflows.
Chatbot functionality.
Automated messaging via WhatsApp and SMS.
Dashboard.
Campaign creation flows.
Email setup.
Chat interface.
Automation workflows.
Chatbot functionality.
Automated messaging via WhatsApp and SMS.
New feature development
New feature development
For new functionalities, the process was more evolved:
Created complete user flows from scratch.
Designed new sections and integrated them with existing ones.
Worked from detailed PRDs provided by the product team.
For new functionalities, the process was more evolved:
Created complete user flows from scratch.
Designed new sections and integrated them with existing ones.
Worked from detailed PRDs provided by the product team.
Design assets
Design assets
The project deliverables included
The project deliverables included
Comprehensive style guide and soft branding refresh.
Updated logo.
Complete UI redesign for all existing platform features.
New feature flows and interface designs.
Website wireframes and final designs.
Marketing assets aligned with the new visual identity.
Comprehensive style guide and soft branding refresh.
Updated logo.
Complete UI redesign for all existing platform features.
New feature flows and interface designs.
Website wireframes and final designs.
Marketing assets aligned with the new visual identity.
Challenges
Challenges
Tight timeline
Tight timeline
Completing a full platform redesign plus new features in just 12 weeks required careful planning and efficient execution across parallel workstreams.
Completing a full platform redesign plus new features in just 12 weeks required careful planning and efficient execution across parallel workstreams.
API constraints
API constraints
We could only modify the interface layer without changing backend APIs, requiring creative solutions to improve UX within technical limitations.
We could only modify the interface layer without changing backend APIs, requiring creative solutions to improve UX within technical limitations.
Scope complexity
Scope complexity
Balancing the redesign of existing features while simultaneously designing new functionalities demanded clear prioritization and workflow management.
Balancing the redesign of existing features while simultaneously designing new functionalities demanded clear prioritization and workflow management.
Solution
Solution
We implemented a streamlined collaborative approach that kept the project moving efficiently.
We implemented a streamlined collaborative approach that kept the project moving efficiently.
Direct developer support
Direct developer support
We established a direct communication channel with the technical team to quickly unblock issues and maintain momentum throughout the 12-week timeline.
We established a direct communication channel with the technical team to quickly unblock issues and maintain momentum throughout the 12-week timeline.
Detailed requirements
Detailed requirements
The product team provided comprehensive PRDs with detailed functionality descriptions, use cases, and scenarios. This enabled our design team to efficiently translate requirements into working flows.
The product team provided comprehensive PRDs with detailed functionality descriptions, use cases, and scenarios. This enabled our design team to efficiently translate requirements into working flows.
Systematic execution
Systematic execution
By balancing both tracks simultaneously, we delivered a complete transformation on schedule.
By balancing both tracks simultaneously, we delivered a complete transformation on schedule.
"They never miss a touch base and timeline expectation."
"They never miss a touch base and timeline expectation."
Abed el Madjid Nehme
Abed el Madjid Nehme
Head of Product @Blue.ai
Head of Product @Blue.ai
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