BT
Overview:
As a service designer at BT Enterprise, my primary focus was to improve the customer experience across various touchpoints. I worked closely with product owners and stakeholders to understand their needs and translate them into service design outcomes. Specifically, I worked on the HVJ (High Volume Journey) program, which aimed to make it easier for SOHO (Small Office Home Office) customers to do business.
Role: Service Designer
User research, research analysis, collaboration with cross-functional teams, user flows, user scenarios, high-fidelity wireframes, prototyping, and user testing.
Project Goal 1
Encourage users to plug in the BT devices and Reduce calls to Customer Support
As a service designer, my role within the "setup & onboarding" squad was focused on enhancing product activation and facilitating a seamless onboarding experience for BT customers. Our primary objective was to encourage customers to utilize the devices provided by BT, resulting in heightened customer satisfaction and a decrease in support calls and chats.
Previously, BT would annually dispatch £5,000,000 worth of unused equipment to enterprise customers, incurring significant costs of approximately £8-12 per minute for each customer service interaction. However, through the implementation of our new user experience (UX) solution, we achieved substantial cost savings by eliminating unused equipment and reducing the need for customer service support.
Process:
To gain a deep understanding of the target audience, their needs, behaviors, and pain points, user research was conducted. Additionally, the reasons why customers were not plugging in their devices were investigated.
User Interview Scripts
Understanding the Problems:
After analyzing NPS feedback, customer calls, chats, and BOT conversations, as well as conducting user interviews, it became clear that users were not plugging in the device because they did not understand its benefits.
To address this, we examined every aspect of the user journey, including new order calls, messaging pages, setup pages, BT websites, apps, and packaging, with the goal of optimizing the user experience and encouraging product activation."
Developed user personas and user scenarios based on the research findings to better empathize with users and identify opportunities for improvement.
User Scenarios
Collaborated with a cross-functional team, including Business Analysts, Product Owners, and Developers to ensure alignment with wider BT goals and objectives.
As IS & TO BE Mapping
Designed wireframes and interactive prototypes to test and refine the design, incorporating feedback from stakeholders and end-users.
Low & high fidelity wireframes
Iterated on the design based on user feedback and insights gathered from user testing, ensuring the final product delivers a seamless and effective onboarding experience for customers.
High fidelity wireframes
Challenges:
As a service designer at BT, I collaborated with a cross-functional team to address issues within the organization. Given that each department had its own product owner, it was crucial to work closely with all stakeholders to achieve the final goal.
Actions:
Redesigned the help/setup pages to include features that enable customers to troubleshoot problems on their own.
Redesigned the packaging boxes with clear benefits printed both outside and inside.
Updated the order tracker pages to educate users about product benefits .
Added features such as device management in both the apps and websites.
A/B Testing on packaging
Outcomes:
Increase in the number of people plugging
Increase NPS score/customer satisfaction for setting up product
Reduce the number of people calling to service while setting up devices
Reduce bounce rate on setup pages
Cost savings for the business by reducing expenses associated with the setup process & calls to services.
Benefits if users plug the devices
