I worked on one of the first iterations of the Android app. The challenge was to integrate Contactive and Thinkingphones at the same app (video was integrated latter). One of the main objectives was that the mobile apps should offer the same functionality that the web app. Only then our users could have a true cross-platform and global experience.
Like on the Web app we worked a lot on the wireframing phase and looked carefully to every alternative we had for the main navigation. Our focus was to deliver an experience every user could understand. The audience for our apps was really broad, since we sold it to big range of companies and it’s an app that was used for all the communications internal and external. So we worked hard at identifying what our users goals would be and designed with that goals in mind.