Care

A cross-platform solution that call centre representatives can use to consistently improve consumer service

Role

A primary product designer

Contribution

User interview, workflow, ideation, paper prototype, high-fidelity prototype

Tool

Sketch

Duration

Design phase: 3 weeks

Introduction

chatr is a Canadian mobile virtual network operator owned by Rogers Communications Canada targeting entry-level customers.

We began developing a new & first internal tool for call centre agents in 2021 called Care.

The objective of the project was to create a cross-platform for improving efficiency between departments and agents in order to lower the cost of call centre services while maintaining high levels of customer care.

Discovery

How might we improve the efficiency of the call center?

During the discovery phase, I spent the first week interacting with stakeholders, developers, and users to better understand their needs and business objectives, as well as key pain points and the limitations imposed by technology and business.

Identity Verification (IDV)

It is built on reliable customer identities. Customers shouldn’t have to provide more information than needed.

KEY ELEMENTS

360 degree view

the dashboard displays key account information about customers and access all the data the agents need in a single view.

Omnichannel

It has the flexibility to connect with all data from different tool & system to import and export data seamlessly.

WORKFLOW DIAGRAM

I initially drew a flowchart to understand the workflow following multiple meetings with business analysts and developers, and then I compiled a list of requirements for each screen based on more than 100 user stories.

Design

I began holding user-level sessions with call centre representatives. I could only accomplish this by comprehending and empathising with the demands and problems of the people because there is no current product. They are having a difficult time navigating several systems' complicated and ineffective processes. I suggested potential solutions for the issues I discovered using the findings from the user meetings and the existing systems/applications.

What is the problem or requirement that we are seeking to resolve?

Multiple separate out-of-date software programmes were being used by the agents. It resulted in more time-consuming, less cost-effective, and difficult-to-measure support channels, as well as, most crucially, negative customer feedback.

IDEATION: SKETCH

In the initial step, I created a lot of simple sketches to think about the problems from various perspectives and potential solutions based on the business requirements. As I created these sketches, I tried to come up with as many different possible solutions.

VISUAL DESIGN DRAFT: WIREFRAME & CHALLENGES

I started creating wireframes based on the feedback from the users, but there was a lot of back-and-forth for the 360 view dashboard design during this stage, and this stage was the most challenging period. I altered the 360 view screens frequently, particularly the information architecture because additional user stories were still being provided and business needs were constantly shifting based on technological, budget and time restrictions. I put a lot of effort into aligning user needs and corporate objectives.

FINAL DESIGN

I started building high fidelity prototypes after determining how to balance user needs with business needs, which was undoubtedly challenging. To reduce costs and time constraints, I leveraged the existing components to recreate new component for Care.

Customer Authentication

I focused on reducing task flow and high-friction experiences in the customer authentication screens, which are data-driven. First, as I closely collaborated with the system architecture and developers for this page, I gained an understanding of how secured software applications work within security constraints to have the best possible usability and appropriate security. Being aware of these constraints helped me save a lot of time by reducing design iterations and rework. Following that, I enhanced the customer search experience based on the agents' pain points.

Problem
Because there is no feedback until the form is submitted, agents must handle problems and re-ask consumers the same questions, which takes longer than anticipated. This is the main issue with the existing system for client authentication.
Solution
By providing feedback/text field validation as soon as an agent starts typing in a text field, it saves time and decreases confusion. It also provides effective protection. In one of use cases, for example an agent is required to enter at least one of the questions based on the user's profile data. If a consumer did not enter their credit card information in their account, the credit card text field on the agent's screen view is greyed out, and the agent is not necessary to ask the customer about credit card questions.

360 View

Information architecture
To handle customer requests, call centre agents have used a variety of software programmes and chatr websites. Because the 360 view screens are made up of all elements on a single page, I focused mainly on information architecture the most.
I considered what agents expect to see at the top of the landing page based on their priorities to ensure that the content is easy to find with the least amount of effort.
Because the top-left area receives more attention, I showcased the most important information, such as the customer's account information, there. Starting with the most valuable information at the top, then information based on top customer requests, and finally more detailed information at the bottom, such as Plan and add-ons. This has also affected the decision to place the link sidebar on the right.
A modular dashboard
Another issue I had to address was the fact that it displays different information depending on the data provided by the customer. To reduce the complexity of maintenance in a variety of scenarios, I chose a modular design in which each module tile contains a control and provides specific functionality to the composite the 360 view.
Additionally, I was able to reuse an existing component by slightly modifying it to create the majority of new components. It also helped to save money and time.