Enhancing Ordering Experiences
for Customer Service Agents
Enhancing Ordering Experiences
for Customer Service Agents
My role
product Designer
Project type
web application
saas
Industry
Telecom
Scope of work
ux research
Survey
In-depth interview
CJM
affinity map
wireframing
prototyping
User testing
Overview
Overview
In this project, I focused on enhancing the user experience for CSR agents and Sales agents on a SaaS web platform, specifically during the product ordering process from the catalog and checkout. By streamlining these key interactions, I aimed to improve efficiency, reduce friction, and ultimately empower agents to serve customers more effectively.
In this project, I focused on enhancing the user experience for CSR agents and Sales agents on a SaaS web platform, specifically during the product ordering process from the catalog and checkout. By streamlining these key interactions, I aimed to improve efficiency, reduce friction, and ultimately empower agents to serve customers more effectively.
Challenges
Challenges
The challenge was to design an intuitive and seamless flow that addressed the needs of agents while aligning with key business objectives. Additionally, it was essential to retain all existing complex functionality already in place. To address this, I collaborated closely with cross-functional teams, ensuring the design solutions were user-centric and strategically aligned with the platform's goals.
The challenge was to design an intuitive and seamless flow that addressed the needs of agents while aligning with key business objectives. Additionally, it was essential to retain all existing complex functionality already in place. To address this, I collaborated closely with cross-functional teams, ensuring the design solutions were user-centric and strategically aligned with the platform's goals.
Solution
Solution
To ensure the proposed solutions effectively addressed user needs and business goals, I validated my hypotheses through user interviews and usability testing, uncovering key insights into pain points and areas for improvement. Based on these findings, I prioritized the necessary changes and delivered a visually appealing, user-friendly design. This solution simplified the checkout flow, reduced error rates, and significantly increased task efficiency, resulting in an improved user experience and better alignment with business objectives.
To ensure the proposed solutions effectively addressed user needs and business goals, I validated my hypotheses through user interviews and usability testing, uncovering key insights into pain points and areas for improvement. Based on these findings, I prioritized the necessary changes and delivered a visually appealing, user-friendly design. This solution simplified the checkout flow, reduced error rates, and significantly increased task efficiency, resulting in an improved user experience and better alignment with business objectives.
THE CONTEXT
A Customer Engagement Platform for telecoms, serving 1 million+ users globally. This cloud-based solution integrates sales, marketing, commerce, and service to streamline the sales cycle and optimize the customer journey
A Customer Engagement Platform for telecoms, serving 1 million+ users globally. This cloud-based solution integrates sales, marketing, commerce, and service to streamline the sales cycle and optimize the customer journey
THE problem
The complex checkout and ordering flow causes confusion, leading to increased cart abandonment and longer customer service calls, reducing conversion rates and overall user satisfaction.
THE objective
Research, strategize, and redesign the existing experience to align with agent needs and business goals, increasing task completion by 25% and efficiency by 35%.
Process
1. EMPATHISE
2. CONCEPTUALISE
3. DESIGN
EMPATHISE
2
3
Lacked understanding in customer wants, needs and expectations.
Lacked understanding in customer wants, needs and expectations.
Current frustrations and pain points of CSR and sales agents?
What did they really want?
What did they really need?
EMPATHISE
2
3
Conducted an in-depth 3-week research sprint.
Conducted an in-depth 3-week research sprint.
Performed 30+ User interviews and Surveys with CSR agents
Conducted Usability tests
Executed Competitive Analysis
In-depth user interviews
Challenges in finding main product categories in the catalog
Static filters lead to no results, causing wasted time and errors
Challenging product customization experience
In-depth user interviews
Challenges in finding main product categories in the catalog
Static filters lead to no results, causing wasted time and errors
Challenging product customization experience
In-depth user interviews
Challenges in finding main product categories in the catalog
Static filters lead to no results, causing wasted time and errors
Challenging product customization experience
In-depth user interviews
Challenges in finding main product categories in the catalog
Static filters lead to no results, causing wasted time and errors
Challenging product customization experience
Usability tests
Confusion caused by the placement and functionality of eligibility criteria
Difficulties with navigating the extended mini cart
The lengthy checkout process causes frustration
Usability tests
Confusion caused by the placement and functionality of eligibility criteria
Difficulties with navigating the extended mini cart
The lengthy checkout process causes frustration
Usability tests
Confusion caused by the placement and functionality of eligibility criteria
Difficulties with navigating the extended mini cart
The lengthy checkout process causes frustration
Usability tests
Confusion caused by the placement and functionality of eligibility criteria
Difficulties with navigating the extended mini cart
The lengthy checkout process causes frustration
EMPATHISE
2. CONCEPTUALISE
3. DESIGN
1
2. CONCEPTUALISE
3
After gathering all the insights,
I needed to prioritize them to form
a strategy.
After gathering all the insights,
I needed to prioritize them to form
a strategy.
Understand key painpoints, wants and needs
Classify all insights gathered
Present my synthesis to stakeholders, PM and POs
1
2. CONCEPTUALISE
3
Established our product strategy and design direction.
Established our product strategy and design direction.
Created affinity maps and user journey map
Prioritized CSR agents painpoints, wants and needs
Presented the insights to stakeholders, PM and POs
Affinity map
Lack of dynamic filters
Difficulty finding the right product and search bar
Challenging product customization experience
Affinity map
Lack of dynamic filters
Difficulty finding the right product and search bar
Challenging product customization experience
Affinity map
Lack of dynamic filters
Difficulty finding the right product and search bar
Challenging product customization experience
Affinity map
Lack of dynamic filters
Difficulty finding the right product and search bar
Challenging product customization experience
Customer journey map
Inefficiencies on the catalog page
Mini cart usability issues
Challenging product customization
Customer journey map
Inefficiencies on the catalog page
Mini cart usability issues
Challenging product customization
Customer journey map
Inefficiencies on the catalog page
Mini cart usability issues
Challenging product customization
Customer journey map
Inefficiencies on the catalog page
Mini cart usability issues
Challenging product customization
EMPATHISE
2. CONCEPTUALISE
3. DESIGN
1
2
3. DESIGN
After completing the redesign roadmap, I moved to the visual design stage.
After completing the redesign roadmap, I moved to the visual design stage.
Developed low-fi wireframes
Created interactive prototypes
Tested them to gather early feedback from stakeholders and CSR agents and iterated
Current catalog page
Current catalog page
Current catalog page
New flows highlights
Eligibility criteria is a separate step before product selection
New dynamic filter and search components
Product categories are upfront and the mini cart is absent when empty
New flows highlights
Eligibility criteria is a separate step before product selection
New dynamic filter and search components
Product categories are upfront and the mini cart is absent when empty
New flows highlights
Eligibility criteria is a separate step before product selection
New dynamic filter and search components
Product categories are upfront and the mini cart is absent when empty
Main painpoints
Long configuration process, often requiring more than 7 steps
Product customization happens inside a modal
Usability issues with scroll in a modal
Current product customization in a modal
Main painpoints
Long configuration process, often requiring more than 7 steps
Product customization happens inside a modal
Usability issues with scroll in a modal
Current product customization in a modal
Main painpoints
Long configuration process, often requiring more than 7 steps
Product customization happens inside a modal
Usability issues with scroll in a modal
Current product customization in a modal
New flows highlights
Dynamic filters
Clear navigation
Customization moved to the page with clear steps to complete
New flows highlights
Dynamic filters
Clear navigation
Customization moved to the page with clear steps to complete
New flows highlights
Dynamic filters
Clear navigation
Customization moved to the page with clear steps to complete
Mini cart highlights
The mini cart becomes visible as soon as a product is added
It is hidden in the top navigation bar if the user wants to continue shopping
Mini cart is accessible during all the checkout process
Mini cart highlights
The mini cart becomes visible as soon as a product is added
It is hidden in the top navigation bar if the user wants to continue shopping
Mini cart is accessible during all the checkout process
Mini cart highlights
The mini cart becomes visible as soon as a product is added
It is hidden in the top navigation bar if the user wants to continue shopping
Mini cart is accessible during all the checkout process
Overall design outcomes
Reduced errors and confusion with simpler, faster checkout flow
Better product visibility, filtering, and search
Task completion increased by 25% and efficiency by 35%
Overall design outcomes
Reduced errors and confusion with simpler, faster checkout flow
Better product visibility, filtering, and search
Task completion increased by 25% and efficiency by 35%
Overall design outcomes
Reduced errors and confusion with simpler, faster checkout flow
Better product visibility, filtering, and search
Task completion increased by 25% and efficiency by 35%
Overall design outcomes
Reduced errors and confusion with simpler, faster checkout flow
Better product visibility, filtering, and search
Task completion increased by 25% and efficiency by 35%