Role: UX Researcher
Year: 2021
Tools: Miro, Figma, Excel.
Context
This was an excellent opportunity to educate the client about the value of human-centered design, as the project started as a website diagnostic to improve it and ended as an end-to-end survey of its touchpoints, highlighting the problems of the collaborators, revealing security errors in private systems and bringing together users with stakeholders for the first time to think about solutions.
Problems detected
Digital tools and channels are outdated, lack documentation, and depend on third parties; these situations require manual processes and longer service delivery times, negatively impacting the experience of internal and external users.
Goals
- Explore the client’s digital tools and channels.
- Research user expectations.
- Explore the digital ecosystem of the services delivered.
Research plan
With exclusive dedication, I spent the first 3 weeks discovering the project, which included sessions with users and working meetings with stakeholders.
During these sessions I was able to gather qualitative information that I was then able to complement with quantitative data, which allowed me to understand and make visible the current situation of the client in order to then order it according to their priorities.
Proto persona
User journey
Ecosystem map
Empathy map
Conclusions
Aside from the redesign of the public website, several areas for improvement were identified that negatively impact the experience of both customers and employees. To achieve changes in the current experience, it is recommended to approach the service as an end-to-end process:
Currently, they lack industry-standard digital tools, putting them at a disadvantage both internally (employees) and externally (customers) compared to their competitors.
In the event of a system outage, each line must be reviewed individually, as there is no appropriate documentation, resulting in longer service restoration times.
There are complete or partial processes that are carried out manually, which translates into a higher risk of human error, longer operational times, and a heavier workload for employees.
A cybersecurity issue was detected that left sensitive information accessible.
There are no alerts for system outages, so there’s no way to act efficiently, leading to inconsistency and dissatisfaction with the service provided to the customer.
Some customer service systems, by not allowing modification or deletion of information, increase the time required for daily operations.
Note: Due to contractual obligations, I cannot disclose the client’s name.