Addison Davis
Customer Experience
CHALLENGE
Our telecoms client was redesigning a business user management portal from scratch, expecting to improve and increase customer self-service, but they weren’t seeing a reduction in call center activity. Beyond the initial Voice of the Customer surveys that spurred the redesign forward, they hadn’t put any time into understanding their customers. I was tapped to evaluate the platform’s ease of use within a prototype workflow and uncover gaps between the user experience and customer expectations.
STRATEGY & TACTICS
In a 1-week research sprint I led 15 interviews, including cognitive walkthroughs of the portal, with managers and supervisors acting as the IT lead at their small to large businesses.
​
While our team was contracted to usability test a couple of prototypes, it was incumbent upon me as a UX researcher to get to know the individuals on the other end of the testing tool. Here, my knack for quickly connecting with research participants swung into high gear, ensuring I’d have the time necessary to build a solid read on my conversation partner, work through the testing steps, and explore new concepts.
OUTCOME
Our client was already meeting certain customer expectations, like clear communication and a glut of options, but they had no idea what success meant before giving full attention to conversations with customers. Now they understand not only how customers prefer to use their platform, but also how to capitalize on their successes.
My interviews paid significant dividends for the portal in the form of 10 guiding principles that would serve as guardrails and reminders for our client’s UX strategy, as well as several time-saving improvements to dashboards, profiles, and workflows.
