business Vision

Make every conversation memorable by providing the assistance needed at the right moment.

 

problems

 

my role

User Research: I was responsible for identifying the research needs, and working closely with the researcher to plan and execute research activities and generate insights.

Collaboration: I collaborated very closely with the product team to understand business goals. Based on these business goals different initiatives were identified.

Project planning: I planned & prioritized research and other design activities aligning with the business goals and user needs. I worked on the timelines, resource planning, and allocation. I was also responsible for the quality of work going into production so I reviewed other designers’ work and mentored them in the process.

 

Objectives and key results

 

Initiatives

 

impact Across different initiatives

  • For a leading credit card company

    • Program enrollment grew by 17 %

    • Conversion grew by 5 %

    • AHT was reduced by 7 % ( 90 Sec )

  • A Leading Telecom Company Improved:

    • Sales conversions grew by 10%

    • AHT reduction by 12% using terms and conditions cards

    • Issue resolution increased by 18%

    • AHT for fixed and mobile residential service decreased by 18s

    • NPS increased by 30%

  • New customer wins due to improved user experience with a unified approach and CRM integrations.

  • The trial before the purchase was very well appreciated and helped in improving customer confidence and stickiness.

 

Process

To improve the end-to-end experience & product offering it was important to look at things from the System Design Perspective.

  • Understand End to End solution - What is the existing end-to-end solution? Who is involved in various stages of the product lifecycle? What are the pain points of users at various stages and touchpoints?

  • Understand agent personas, jobs to be done, pain points, and motivations - What are the agent’s problems who are interacting with the customers?

  • Understand the admin and operations personas, pain points, and motivations - What are the problems of the personas involved in setting up the product for clients? How do we reduce the time to value?

 

USERS

Frequent connections with the target users helped in understanding the enterprise personas and the ecosystem in which they work. It also helped in understanding what is working and what needs to be fixed. The user research and the marketing team provided us with the caller personas.

  1. Enterprise personas

2. Existing Ecosystem

 
 

Initiative 1 - Agent Console Enhancements

It started with the understanding of the agent’s workflow, roles and responsibilities, and pain points.

Workflow

 

Challenges

  • Looking for data across other systems to respond to the callers query while talking to them on the phone.

  • Sharing of digital data over the voice call is time consuming as user has to manually enter data from CRM in the card template

  • Information presented on the cards were not easy to understand or interact with

  • Creation and integration of cards was time consuming

Solutions

IMPROVED AGENT CONSOLE

 
 

IMAGE SHARING CAPABILITY

 
 

Agent home screen enhancements -

  1. Caller details on the left side panel was improved with clear information representation

  2. Ability to pick the desired number or email id to send SMS or email in case of multiple caller details

  3. Enhance the empty states with meaningful visuals and text

 

Agent screen enhancements while the conversation has started -

  • Improved caller information panel on the left hand side.

  • Moving the Wrap up and Logs to the left to keep the support tasks in one side and keep the right side panel for focused interaction with the callers.

  • Improved search functionality

  • Improved task completion update

 

Augmenting voice calls with the digital fusion -

  • Caller can share images by clicking photo using the phone camera to explain their query / questions better

  • There is capability to crop an unloaded phone or document

  • To highlight the specific area on a photo user get a capability of drawing also

  • Caller can also attach a document to provide relevant information

  • Caller has control to end the Live Sync anytime

 

Initiative 2 - Integration with CRM / Widgetization

Active Share as a standalone application still posed a challenge that the agent had to move out of the context of the CRM to interact with the caller.

Widgetization and integration with CRM helped in solving this problem by allowing agents to support the callers more quickly and efficiently.

 

Initiative 3 - Self serve and integration with unified portal

Problems

  • Very lengthy and time-consuming client and user onboarding process; increasing the time to value for the client.

  • The existing admin console is very difficult for the users to understand and complete the task efficiently.

  • Problems with information architecture, content mapping, and taxonomy made it very difficult for a new user to get onboarded and start using the system.

  • There is no way for the customers to try the product before buying.

discovery

Understanding Client and user onboarding journey

It started with understanding internal client and user onboarding team roles and responsibilities, journey and pain points. It was mapped to what will be roles needed for the self-serve users from the client’s side to onboard and start the trial.

Internal teams and roles involved in onboarding

  • Business Analysts

  • Project Manager Office

  • Quality Analysts

  • Cloud Infra PMO

  • SRE Team

  • Card Designer

  • Client QA

Client side Roles needed for self serve

  • Client Admin

  • Client Super Admin

  • Card Designer

 

Current client onboarding System

 

Insights - How Might we

  • Make client and user onboarding fast and seamless for both repeat users and the first-time users so that they get confidence and become productive faster.

  • Give the client an opportunity to try the product for free or for a small cost before procuring it at scale.

  • Integration within the unified portal for ease of access for the users as they can find all the applications in one place.

 

Active share on the unified portal

new onboarding Process

 

solution

 
 

Guided onboarding & free trial for anyone to come and try the product.

Take a tour and get familiarize with product offerings.

 

Task based onboarding where user is guided through the steps of key tasks that they complete to start using the product on trial.

Getting started video introduces users to key features and tasks that the users can accomplish using this tool.

Need help is the aspirational feature to be able to havefacility of an in-app chat for the users to get help within the application while completing any task.

 

Progress card to show user where they are in the journey, how many steps are completed and how many more to expect.

Celebrate and motivate along the journey.

 

impact

  • For a leading credit card company

    • Program enrollment grew by 17 %

    • Conversion grew by 5 %

    • AHT was reduced by 7 % ( 90 Sec )

  • A Leading Telecom Company Improved:

    • Sales conversions grew by 10%

    • AHT reduction by 12% using terms and conditions cards

    • Issue resolution increased by 18%

    • AHT for fixed and mobile residential service decreased by 18s,

    • NPS increased by 30%

  • New customer wins due to improved user experience with a unified approach and CRM integrations.

  • The trial before the purchase was very well appreciated and helped in improving customer confidence and stickiness.