Self Service Portal
We noticed a 32% increase in customer calls over the last two quarters, with 28% related to minor account updates. Introducing the Self-Service Portal reduced calls by 22%, saving the Customer Success Department around 50 hours per week.
First things first, let’s set the context.
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Project Overview:
Our goal was to address the challenge of high customer call volume. After a thorough analysis, we identified the introduction of a Self Service Portal as a viable solution, empowering users to independently manage their account updates
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Team Collaboration:
I collaborated closely with a dynamic team, including a Product Manager, Data Analysts, Engineering Manager, and multiple Software Developers.
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Role and Responsibilities:
As a UX Designer and UX Researcher, my responsibilities encompassed conducting user and internal stakeholder interviews, developing information architecture strategies, creating customer journey maps, designing user flows, crafting wireframes, visual design, interactive prototypes, and conducting usability and A/B testing.
What’s the Problem?
Upon initiating the work, we discovered that existing features within the app allowed customers to make updates, yet these functionalities were concealed beneath layers, causing frustration due to the excessive friction in the process.
Key Challenges:
1. Identifying which updates customers could handle independently versus those requiring assistance from a Customer Success Associate.
2. Determining the specific customer roles capable of making these updates within our intricate system of permissions and role-based access.
3. Addressing concerns related to account structure, particularly the potential impact of updates on connected accounts through inheritance. This raised questions about monitoring, the appropriate level of oversight, and the time commitment required for monitoring.
Everybody deals with constraints
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Time:
We faced a tight deadline, aiming to launch the initial version within 12 weeks of project commencement. The development team requested design delivery by the 8th week, allowing me a window of 6 weeks for comprehensive research, design, and iterative processes.
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Limited access to customers:
Engaging with customers posed a challenge, as we needed to adhere to a specific protocol to establish contact. This constraint limited our ability to conduct more in-depth exploratory interviews.
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Complex account structure:
We acknowledged that the existing permission and role-based access posed challenges in proposing a universal solution applicable to all account types. This realization prompted extensive brainstorming to address numerous unique use cases that could have been mitigated with a more flexible approach.
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No pilot testing:
Due to time constraints, we couldn't conduct a comprehensive pilot test before the initial launch. Although we eventually conducted such tests, our initial iteration heavily relied on feedback from initial usability and A/B testing.
Here’s how we defined success
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Reduction in customer call volume:
Our goal was to achieve a 20% decrease in customer calls requesting updates to their accounts.
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Adoption of the Self Service Portal:
We were aiming at a 60% adoption rate.
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NPS Score:
An NPS score of 25 and above.
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Customer Retention Rate:
CRR ideally between 50-80%.
How it was done…
I applied the Double Diamond framework, encompassing stages such as Discover, Define, Develop, and Deliver, with slight modifications tailored to the project's requirements. My methodology was highly collaborative, rooted in research data, and driven by feedback.
Prior to delving into the specifics, here are some of the final MVP designs, crafted after approximately three rounds of iterations. These iterations aimed to ensure the comprehensive inclusion of essential data points and the creation of intuitive user flows with minimal steps.
User Research
Over a 2-week period, I conducted 40 Exploratory User Interviews with Customer Success, Sales, and Onboarding teams. The objective was to delve into:
- Specific types of update requests commonly made by customers.
- The steps involved within the app to fulfill these requests.
Key Insights:
1. Discovered a complex process with numerous steps, prompting associates to develop their own efficient shortcuts.
2. Identified predominant request categories:
a) Company pricing (configurable by state, account size, finance/loan options, and payment type).
b) Adders (Modules, inverters, batteries)
c) Finance/loan options.
d) Proposal design (allowing companies to customize proposals for their sales reps).
Research Synthesis:
Following the categorization of updates, my subsequent task involved mapping out the steps required, essentially crafting user flows for each of these requests. This process was instrumental in comprehending the precise flow and identifying redundant steps.
I showcased these user flows to stakeholders, and collectively, we defined our target audience. We concluded that only customers with Admin access had the capability to make these requests. This decision facilitated tracking requests when necessary, as there's typically only a handful of admin access for any given account.
Ideation + Sketches
Below are concept designs for self service homepage (1), editing proposal design (2), company pricing/ adders/ finance options (3, I observed that a search bar and table were common design elements)
Review:
Involving the dev team
I initiated a comprehensive review session with the Customer Success Supervisors, presenting the research findings and proposed design direction. Following a detailed discussion, I compiled feedback notes and a list of enhancements. Swiftly addressing these insights, I collaborated with the development team to assess the technical feasibility.
Pivot
Upon consultation with the development team, I discovered that configuring access for the portal within our target audience, the Admin customers, could be time-consuming due to the intricate permission and role-based access structure. While design adjustments were minimal, refining the user flow and overall experience was necessary based on the insights gained.
We opted to link access to a feature flag, enabling the Admin of each account to activate it selectively for their specific customers.
Final Designs
I have opted to showcase just a few designs from the extensive collection, each inherently illustrating various flows and interactions.
Adders:
Adders serve as additional offerings that homeowners can include in their quotes. These may involve partnerships such as smart home devices or electric chargers. The following outlines the process for editing any specific adder.
Company Pricing:
Each account has the flexibility to customize pricing based on specific requirements, including setting prices per state, account size, or available loan options. These pricing configurations extend to equipment such as modules, inverters, and batteries.
UX Principals
Consistency:
Throughout the interviews, a prevalent dissatisfaction emerged regarding the inconsistent look, feel, and overall user experience across the app. This became the cornerstone principle I prioritized in my design approach.
Clarity and Simplicity:
Given the multitude of elements and data-loaded interface, I endeavored to maintain a design that is minimal, well-structured, and easy to follow. The goal was to ensure tasks could be accomplished without unnecessary complexity.
Learnability:
Recognizing the importance of familiarity, I focused on preserving existing user flows. Through careful observation, I introduced changes that wouldn't alienate users from the features they were accustomed to.
What we learned
Involving Stakeholders Early:
To ensure team alignment and comprehensive buy-in, we conducted regular design meetings and feedback sessions throughout the project, inviting members from diverse disciplines. This approach provided a well-rounded perspective and fostered a shared understanding of our project objectives.
Prioritizing Functionality and Feasibility:
While aesthetics matter, our emphasis was on prioritizing factors such as feasibility, functionality, and adhering to user-centered design principles. This meant acknowledging that the designs might not be the most visually striking but were tailored for optimal usability.
Leading with a Vision:
Incorporating stakeholders into the design process, we crafted a bold, user-centric vision for the Self Service Portal. This vision not only made the future more tangible but also served as a guiding force for experiments, road-map planning, and garnering commitment from stakeholder teams.