Customer Financial Services

Role: UX Researcher & Designer

Goal

Redesign the internal workforce-facing web application (ACSS) UI for Verizon Customer Financial Services (CFS) call centers; empower customer service agents to achieve better call resolution within a shorter time.

What is ACSS?

Automated Customer Support System (ACSS) facilitates Verizon customer service agents on call-related tasks such as:

  • Billing inquires

  • Account maintenance

  • Service/plan update

  • Basic troubleshooting

  • Phone and accessories orders

 

Research

Content Research

I analyzed the current UI by observing live calls through performance-monitoring software. I also studied content audit notes created by my coworkers in Excel. 

User Research

I visited four call centers, familiarizing myself with agents' working environment and how they interact with ACSS. During observations, I clearly recognized how the current UI made simple transactions more complex. I sympathized with the agents’ frustrations and was determined to improve their experience.

 

My coworkers also held focus groups in call centers to collect general feedback and pain points.

PAIN POINTS

  • Agents have difficulty keeping track of information and navigating the screens

  • Agents’ roles and expertise varies depending on their department and tenure

  • Inconsistent UI, too many codes on the interface and a large gap between training and launch

OPPORTUNITIES
  • Reduce pop-ups, use a guided flow to bring information upfront
  • Customize screen based on agents' roles and allow some level of personalization
  • Adapt Verizon design standards and make the UI cleaner and more intuitive

The User Journey

Identifying Scenarios

We partnered with call center managers and business analysts who provided us with detailed requirements and scenarios. 

Teamwork

We broke down the multilayer functionalities in ACSS into task flows/use cases. Members of my team took the lead on use cases and created designs individually, with regular team design critiques throughout ideation. Use cases were written in JIRA so the development team could easily keep track of bugs and issues and the overall team had one place to refer back to the use case. I worked on one use case called “Payment Hub.”

Use Case
"Payment Hub"
Scenario
As a rep, I should be able to assist the customer by opening a payment investigation ticket if the customer applied a payment to the wrong account. 

If the customer has applied payment to an account other than their own, I should be able to launch Payment Hub with generic information about myself and the customer. 

If the customer has applied payment to the wrong sub-account, I should be able to pull up payment records from the sub-account, and populate Payment Hub with the details of the specific misapplied payment. 
 
PAIN POINTS
  • The agent needs to launch multiple accounts in ACSS and scan payment activity to find the payment in dispute. This is a time-consuming and tedious process
  • If the agent cannot locate the transaction, they access payment hub from a different location 
DESIGN SOLUTIONS
  • Provide an intuitive, easy way for agent to select accounts and enter Payment Hub

  • Place Payment Hub link within context of the existing page

  • Provide agent with a holistic Payment Activity that can access payment records for the account and associated sub-accounts with proper filtering and search capability

Creation

Sketching

I first sketched on paper and then recreated my sketches digitally in the Sketch application. This helped me quickly explore concepts. Sketching also allowed me to see the flow in a more abstract way, interpret it and generate new ideas.

Digital Wireframes

I transformed my sketches into digital wireframes that followed the Verizon Digital Standard guides. I showed them to my team and based on the team’s feedback, updated the design.

ACSS old "Payment Hub" design

Hi-Fi Prototype

Once the designs were ready to test, I used Invision to make interactive clickable prototypes.

User Testing

Validate Design Concepts

Each time my coworkers or I needed user testing, we connected with call centers remotely and recorded agents feedback. Agents were open to sharing thoughts, which gave us great insights and helped us narrow down wireframe options and move on.

"Built By Agents, For Agents"

Test Interactive Prototype

Once the interactive prototype was completed, we reconnected with call center management and invited two groups of three agents (our end users) to the testing sessions in order to make sure that they feel comfortable with the interaction design and overall flow.

Selection State Explored

One design element we tested was how users would select a row from the table. We placed both designs in front of users and received their feedback. 

Version 1

Version 2

Result: Version 1

The agents agreed that having the ability to click and select the entire row of the table and receive feedback from the UI was intuitive.

Outcome

Modules of "NextGen" UI were built and released every month. Agents who have been using the new UI achieve better performance and shorter call handling time.

Verizon call center agents

Email

Resume

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© 2020 by Ally Goldstein