How can we offload call volume to call centres and direct customers to the self-serve experience when managing their Internet plan?
My role
User flows
Iterative UI design and prototyping
Support user testing setup
Monitor post-release and make product recommendations
Customers prefer to call when managing their TELUS Internet plans, driving call centre volume and cost significantly.
The drop off rate was 86% after Step 1 of the legacy self-serve experience. I watched video playbacks of customers and feedback forms to understand why.
Customers has 3 key pain points:
Existing flow was too complex
Lack of transparency in plan choices and pricing upfront
Couldn’t manage add-ons or equipment without changing their plan
Explore and iterate
Once I understood the problem space well, I created user flows to capture the end-to-end experience.
This was presented to my core team and stakeholders to get alignment before moving on to design explorations.
High fidelity and testing
The design strategy was to simplify the experience, and making sure the customer had all the information they need at each step. I worked with the researcher to set up a usability test to understand how real users interact with the new design and made updates based on the results.
Desktop and mobile designs
Design handoff and accessibility
Accessibility is an important part of my design process. I created full accessibility annotations before handing off to devs and calling out any tab orders that don’t follow the conventional left-to-right, top-to-bottom order.
I had weekly check-ins with my devs to answer any questions they had about the design and stayed up to date with their progress to make sure the designs were developed as intended.
When everything was built, we had a dark launch to ensure we were achieving our objectives and got feedback before releasing to the entire customer base.
Release and monitor
As a result of the redesign, there was +71% page conversion and +3% online transactions. However, we saw a 70% drop off at checkout.
I worked with our analytics team to understand why customers were dropping off at checkout. Analytics showed that 27% of those who dropped off at checkout end up calling in the same day. This was because customers had the impression that they could get better deals if they called in and spoke to an agent, which turned out to be true.
To address this issue, there needed to be a shift in offering better deals online to change the customer’s mental model. I shared the findings with the marketing team, as they owned offers and promos for Internet plans. To improve conversion at checkout, we needed to make sure there was no incentive for customers to call in. As a follow up, my team worked closely with marketing to update promos in the digital Internet experience.