CX
Dashbaord
Overview
Goal
Role
The customer service team relied on an outdated system that slowed down simple tasks—like issuing compensation or adding vouchers—costing time and money. As the loyalty scheme is being rebuilt, the team needs a stable, efficient platform to manage customer accounts.
Create a stable, efficient, and modern platform for the customer service team to manage loyalty customer accounts, reducing operational effort, streamlining everyday tasks, and supporting the wider rebuild of the loyalty scheme.
User Research, Interaction, Visual design, Prototyping & Testing
Place of work: Footasylum
Understanding the users needs
The focus was on user research, so I set up a user interview with a variety of different users, so I could get a perspective and a shared understanding of the problem they face. My goal was to find out the following:
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What's the purpose of the new dashboard?
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Currently, what are the customers' expectations from the customer service team?
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What day-to-day tasks do they do in their current system?
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What are their pain points?
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Collecting metrics around their day-to-day tasks. I.e. How long does it take to add vouchers to a customer loyalty account?
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Understanding the individual user journeys
Journey Mapping
After an in-depth user interview with the customer service team, I created a journey map for all the tasks related to the current loyalty scheme. Each map had a description of the task provided by the team itself. I broke each task down into steps, image reference, system, and pain points. Overall, the customer service team had 12 different user journeys. After reviewing the journeys and understanding what the customer service team would need to do for the new loyalty scheme, I managed to reduce these down to just 6 journeys. Simplifying these down will save time for the stakeholder's team and save money for the business.
Journey examples
Users & Planning
Site maps help with planning the functionality of the dashboard and the actions that might be required within it.
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Such as:
The Goodwill page will require several important actions:
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How much do you want to offer in Goodwill?
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How long do you want this goodwill gesture to run for?
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What is the reason for the goodwill gesture?
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Having these actions determined before the design process begins saves a lot of time and ensures nothing is missed. It also starts to give insight into what might be required from the developers.
With the dashboard, you are enabling users to make decisions with money, so it was important to consider the user roles & permissions beforehand with the stakeholder's sign off i.e:
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Who can access the dashboard?
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What actions will this user have access to?
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Can they close down customers' accounts?
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Do we consider how much money they can award to customers?
Wireframing
Wireframe preview
In the early stages of the dashboard, it was not only important to consider the users, but also to consider the developers. With my wireframes mocked up, I sat down with the developers on my team to ensure that all the functionality and features were possible to build out. It was at this point that the developer started to consider the technicalities and the possible API calls behind the dashboard.
Prototyping & Communication
After the wire-framing process, I built out my prototype. In Adobe XD. The previous stages of the research & planning process massively helped when it came to the development of the visuals, as I had a clear plan of what was needed from this new system.
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I kept communication consistent with my stakeholders through regular, focused catch-ups. This ensured that the project was on the right track and functionality was regularly tested to make sure that the dashboard was going to meet the needs of the customer service team.
This dashboard is still in its first phase and has the potential to have new features released in phase 2. In the future, I would like to integrate Outlook emails with the dashboard so that any alerts regarding loyalty customers can be filtered through to the dashboard.
This new dashboard will save time for the customer service team and save money for the business.