
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
THE CONTEXT

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
Current frustrations and pain points of CSR and sales agents?
What did they really want?
What did they really need?

EMPATHISE
2
3
Performed 30+ User interviews and Surveys with CSR agents
Conducted Usability tests
Executed Competitive Analysis



EMPATHISE
2. CONCEPTUALISE
3. DESIGN
1
2. CONCEPTUALISE
3
Understand key painpoints, wants and needs
Classify all insights gathered
Present my synthesis to stakeholders, PM and POs

1
2. CONCEPTUALISE
3
Created affinity maps and user journey map
Prioritized CSR agents painpoints, wants and needs
Presented the insights to stakeholders, PM and POs



EMPATHISE
2. CONCEPTUALISE
3. DESIGN
1
2
3. DESIGN
Developed low-fi wireframes
Created interactive prototypes
Tested them to gather early feedback from stakeholders and CSR agents and iterated




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
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



