STAGE : THINK

Approach

• Collaborate with a Product to create a vision doc for the project consisting of contextual documentation, and descriptions for both Customer Widget and Agent-centered experience.

• Review 3-year product strategy doc.

• Interview the Customer Success team on various products they support to get some use cases to use within scenarios.   

• Create a list of scenarios collaborating with the Customer Success team.

• Identify users to test with ahead.

• Create wireframes of selected Journeys, and prototypes 

• Review with the Product managers and decide on the pros and cons. Decided to create our own code. (which meant more detailed UI specifications and rules for developers down the road)

Process Methods 

• Lean UX canvas

• Problem Statement

• Assumptions: The Big Four

• Hypotheses Statements

• Proto Persona creation

• Agent survey

• Agent interviews

Problem Statement

1. The product is not the omnichannel experience it wants to be currently, even though certain parts of the necessary functionality are in place.

2. Customer feedback tells us our V1 contains a lot of functionality that has to evolve to reflect customer needs better.  

3. Our Agent experience doesn’t provide a unified lens for all communication with a single user across channels.

4. Web mobile doesn’t exist but is wanted by many clients for both Agents and End-users alike.

Assumptions

The main four.

Business outcomes: 

• The product contains an easy and intuitive Admin dashboard where the Customer Representative can quickly troubleshoot any Customer issue. 

• The product contains a unified view of customer engagement across all channels = omnichannel.

• The product contains a highly customizable end-user widget as well as SDK allowing for native app integrations for iOS and Android…

• The product contains an easy-to-set-up and maintain agent environment that is code-free.

Users: 

• Our target user is primarily enterprise customers, which in turn means their agents and their “visitors”.

User outcomes: 

• An Agent aka Customer Support is able to have a unified view of an end-user engagement across multiple channels (web, calls, SMS, social, etc).

• End-users don’t need to explain why they are reaching back a second time as that is part of history and provided to the agent through an intuitive UI.

• An Agent aka Customer Support should be able to seamlessly transition between mobile and desktop dashboard experience.

• Admin is able to easily set up both end-user widget and agent environment without any code, add users, and customize.

Features: 

• Agent dashboard with a unified view of all customer engagement in one place

• End-user widget design that allows customization without the need for a dev resource.

• End-user widget that is mobile web friendly.

Proto-Personas

Mario - dealership representative aka agent at Audi.
Tasas: As a customer rep he handles customers coming in and also schedules calls to discuss cars in stock. At times folks reach out and want to get a virtual visit of the car before they travel to his dealership. He wants to know why the customer is contacting, see a possible history if this customer has reached out before, and have some models suggested to him automatically in the UI to make the meeting quicker and more efficient.

Stephanie - customer representative at JetBlue.
Tasks: As a customer rep he handles customers reaching for help with online bookings, delays, and service interruptions. She wants to immediately know why the customer is reaching out, the urgency if there are any current interruptions with flights at a particular airport, and what are the available options that ASAP may correct the situation.

Amir - end customer 
He is shopping for a car and is quite particular about details, as he looked online he has found a dealership that is hours away and doesn’t want to travel there until he is sure they have what he wants.  

Daniella - end customer 
She is traveling abroad and just got to the airport to find her flight delayed because of a storm and she needs to quickly figure out her options as she has a connecting flight to catch.

David - enterprise admin user
David is responsible for setting up the environment and troubleshooting issues for customer support agents in his company. 

• Wants an easy and quick setup and widget customization to implement Acquire Widget into his company’s website.

• Wants out-of-the-box setup of agent dashboard, adding users  

• Wants easy and clear instructions on how to implement SDK into his company’s native app.

Sub-feature hypotheses

STAGE : MAKE

Build Journeys

I collaborated with our Customer Support team to collect different use cases to create Customer Journeys for both End users as well as Customer Agents with multiple categories such as Airport, Retail, Pre-chat forms, Banking, Continue where you left off, Kiosk, and more.

Here is a scenario I will focus on:

Showroom scenario

Client type: Audi, PSA?
Job-to-be-done: The customer wants the rep to show the car before traveling to the dealership that isn’t close by.

Scenario

• The user sends a message to the support widget on the car dealership site inquiring about a car they found on their website.

• The chatbot asks the user to fill out a quick form that will create a history of the conversation the customer has with the Client.

• Chatbot then provides the user with the ability to book a meeting with a representative

• The user books a time to speak on the phone with a rep through a Calendly integration.

• Agent receives an appointment but reschedules it because of a conflict.

• The user gets a modified invitation to speak and accepts it. (Agent receives a notification on his phone and desktop, but since he is away from his desk he accepts a call on his phone as he is getting back to his desk from another meeting.

• Agent picks up a call - (user can initiate a video call immediately. Depending on Config, we can allow either Video connection immediately or not)

• The agent takes the call on the desktop and sees all the contextual info the customer has provided about his interests and any history if he has spoken to anyone else, starting with an expanded version of the dashboard.

• After the initial conversation Agent switches the conversation to his phone to go into the showroom and showcase the car. (device switching)

• He can seamlessly switch to his phone and then walk to a showroom where he can flip his camera and showcase the car the customer wants to see.

• The agent is done with a showing and comes back to switch back to the desktop to discuss financing options for a prospective customer.

• Agent shares a document with a customer on options to finance

• The customer is having some issues with a large document and the Agent proposes they do screen sharing so he can help.

Sprint Learning Loops

As two products merge, we have to rethink the current Program creation within IDM to allow importing a lot more data points - in a flexible and non-linear fashion. Because of the expected technical complexity of the future program, the end state of the program should be an editable flow diagram providing the user with the ability to edit any part of the flow instantly.  

Learning Loops - wires

Initially, after we considered a couple of patterns for this epic, I created the first pass at abstract flow to show how we can utilize a pattern from another internal product which I believed is a better fit. 

First we started with desktop Widget flow for end customer after they had already scheduled a virtual meeting.

Agent Dashboard

Then we created two Mobile-First directions of a customer journey and once established the direaction, we created Desktop version of the dashboard as well.

Agent dashboard video configurations for desktop

We had decided to crop incoming videos to two 2 video ratios: 3:4 for portrait and 4:3 for landscape to simplify video formatting from a technical implementation perspective.

Design system elements

While designing we decided to keep a couple of different options for the top navigation as well as Call controls to allow further customization by the client.

Learning Loops - HiFi

Widget Desktop (end-user experience)

Agent dashboard on mobile & desktop (browser experience)

STAGE : CHECK

Here are some items I constructed to communicate our goals internally as well as externally to users. 

Stakeholders

Product, Engineering

Project background: (for external users)

Acquire is a conversational customer support platform that helps clients to engage their customers wherever they are. However, we are currently working on a few improvements we would like to get your feedback on.

In the next iterations of our product, we want to focus on two things: making steps towards true Omnichannel experience - or seamless customer experience from different devices, and creating a single lens of customer engagement across all activities which goes hand in hand.

Research goals:

• Better understand Customer Rep. teams - what are their pain points? 

• What are the pain points of their customers aka end-users? 

• What do customer reps want, need, and have to have in the platform? 

• What do end-users want, need, and have to have?

• Find out if customer reps can complete presented tasks and how fast.

• Find out if end-users can complete the core tasks within the app, and how fast.

Research questions:

End-users:

• How easy is it to schedule a meeting whether in-person or virtual through the widget?

• How easy is it to modify a meeting after scheduling it?

• How easy is it to pick back up a conversation on an open issue that started a few days ago?

Customer Representatives:

• How easy is it to manage incoming calls and messages on desktop and mobile?

• How easy is it to switch active call from Desktop to Mobile and back?

• How easy is it to use mobile for calls?

• Is it useful to use desktop search while on call?

• Do they find Auto search useful and is there anything that would make it better?

• How easy is it to use search while on a mobile call?

KPIs: 

• Task success rate (Task success rate = # of correctly completed tasks / total # of attempts)

• Time on task ( Average time on task = average time taken to complete 1 task / total time to complete all tasks)

• User error rate (еrror rate = total # of occurred errors for all users / Total # of error opportunities for all users)

• Customer satisfaction score per feature

• NPS score  - customer sentiment of the product

• Conversion rates (measures % of users who complete a desired action ) (beyond prototype)

Methodology:

• Moderated usability study

• Location: Remote

• Fedor will be a moderator for the sessions and record via Zoom for further analysis.

• First round sessions to take place in the office space on Oct 6 -10

• Five participants, each going through chosen flows while observed.

• Each session will take approximately 60 min for the initial interview plus tasks, and 45 min for later sessions, including an intro, a list of tasks, and a short questionnaire.

  Also:

• SUS (System Usability Scale) survey (once we had a moderate functioning prototype)

Participants:

The product required two types of participants: Customer reps and End-users.

• We decided to use our Customer Success team to test with as they extensively worked with various client Customer Rep teams to handle arising issues and challenges.

• We were able to recruit 11 end-users with the intent to test with 5 users bi-weekly.

Script:

This is usually broken into 3 sections:

• Intro - included consent, some clarifications about research, permission to record the conversation and etc

• Basic questions - these are usually non-specific about the actual app, but rather on the subject matter, challenges with current or similar products, their overall experience within other similar products, or space.

• Prototype questions - here are usually a number of prompts for the user to actually explore the prototype with minimal or no input, then asking how easy or hard it was to complete the task.