OMNICHANNEL SUPPORT
“UKTelco” is a multinational, B2C telecommunications company based in England. I worked onsite with a team of consultants, engineers, and client stakeholders to redesign the broadband self-service help experience.
*To respect Bain and Company’s relationship with the client, I’ve sanitized this project to remove any explicit client references. This includes company names, content, branding, UI, etc.
OBJECTIVE
• Reduce costs related to high volume call centers
PROBLEM
Customers rely heavily on call center and engineer support to resolve technical issues. These help methods are costly and riddled with inefficiencies able to decrease retention over time.
METRICS
• Reduce call center volume
• Reduce time to resolution (on and offline)
• Increase adoption of self-service help
USERS
• Digital-first support (web and app)
• Hybrid support
• Phone-first
OUTCOMES
• Increased frequency of online usage
• Decreased call duration
• Increased online containment
RESEARCH
Customer interviews helped us understand our personas and the as-is customer journey. We learned that getting technical help was convoluted multistep process that could take anywhere from a few minutes to several days to resolve.
We arrived 3 high level personas–categorized by their preferred help method–digital first, phone-first, and a hybrid user. The personas covered a range income, age, family status, and lifestyle preferences.
Cross-functional collaboration: I partnered with product to plan, organize, and lead a day-long design workshop. Stakeholders across strategy, dev, design, customer experience, and maintenance came together during a day long design workshop to understand the problem, get acquainted with the fact base, and brainstorm solutions.
DESIGN
Coming out of the discovery phase I worked with the team to map user needs to business objectives. We established quick wins and identified hypotheses to test.
Initial wireframes: These early wire explorations show different approaches to our hypotheses. We tested several features including a dedicated help portal, diagnostic Q&A that could be used to quickly funnel users to the right solution, and embedded payment solutions for resolving billing issues within the help center.
Initial wireframes (continued): We also explored using a health check with diagnostic results to guide troubleshooting, booking engineer appointments online, and real-time tracking features to reduce wait time for scheduled engineer visits.
Our final deliverable was a low fidelity prototype based on the “UK Telco” design system. To reduce client costs Bain and UK Telco engineers collaborated to quickly implement back and front end features; the UK Telco design and product teams were responsible for QA.
Role: Senior UXR and UX Designer Bain contributors: Marcus Wacker (Design Director), Martin Goette (Engineering Manager), George Lolos (Staff Software Engineer), Clay Wertheimer (Senior Consultant), and Rio Richardson (Associate Consultant)