- Answered the why Made visible the importance of the backstage and operations teams, giving leaders who set out to deliver a technology an opportunity to own their service in the round, measurably moving the customer satisfaction numbers.
- Innovative redesign The UI design is built using interaction metaphors that are already familiar to the target user-base. The front end is also removable for a pure MACH approach.
- Optimized performance Customer effort score (CES) started high and performed well against the support teams previous product families and other units in the bank.
Project situation
A City insurer needed to launch a large and very complex multichannel transactional service, but a lack of UX research and process was threatening delivery.
I recruited designers and established Agile UX processes. I led an extensive discovery phase, interviewing potential stakeholders and users and analysing context-of-use by shadowing call-centre operators on live customer calls and testing prototypes.
Working closely with the managing director, I converted the Fortis brand values into interactions and established functional branding through the use of interaction principles.
Action and outcomes
I was commissioned as an independent contractor to set up a UX team, research the service and design the service as part of the Agile software development function.
My primary research with both customers and back-stage actors, as well as my establishing of customer journey mapping as a practise, resulted in a product that was not only game-changing but overtook its nearest competitor in its first three months of operation.
Success metrics include:
- Scored 9.5 out of 10 in “Which”, their highest rating ever
- Big efficiency gains and 60% immediate decisions (ie without call-centre intervention)
- First year customer satisfaction survey showed 97.5% customer satisfaction
- Product experience rated F&TRC “eee” excellence (highest industry rating)
Activities
- User research including interviews, live call-centre shadowing
- Stakeholder workshops
- Product backlog management
- User needs analysis
- Creative direction
- Interaction design
- Prototyping
- Wireframe specification
- UAT acceptance criteria
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