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PREMIER ONLINE CARE DASHBOARD

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AT&T PREMIER

Redesigning the Premier Online Care Dashboard

AT&T Premier Online Care (POC) is the digital service and support portal where AT&T wireless business customers can view and manage their mobile device inventory, analyze reports, and view and pay their wireless bills. With POC, customers gain speed, accuracy, convenience, and control over their wireless services.

My Role

As the UX Design Lead and Strategist, my role was to manage the UX team and function as the design liaison and advocate for the user on an Agile Scrum team and managing the day-to-day planning and execution of the projects.  

 

Facilitated cross-functional collaboration sessions, brainstorming sessions, coaching direct reports, individual contributor/designer when applicable.

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Partner with stakeholders including PMO, Product Management and Development evangelizing customer-first business and technical requirements.

The Challenges

Customer feedback showed that AT&T service managers and business customers had several pain points and confusion with the existing Premier Online Care website. Customers found that the dashboard loaded slowly, they had difficulty moving from task to task, unnecessary information was presented up front, and the tasks that they came to do were not easily found or completed.

The Solution

We created a dashboard that gives our customers a way to access vital account information and primary activities in a personalized experience that will allow them to work more efficiently within the Premier Online Care environment.

Research & Discovery

We looked at multiple data points to identify areas where we could improve.

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Key discovery activities

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  • Research

    • Reviewed clickstream data

    • Analyzed thousands of customer verbatims

  • Conducted customer interviews

  • Ideation

  • Design jams

  • Affinity mapping

  • Sketches

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Key findings:

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  • After users log in, they immediately need to enter a Wireless Account number. Service managers want users to be able to enter a wireless number and select a task in one step.

  • Existing admin features aren’t prominent.

  • Customers want to use POC to complete a range of tasks independently (for example, buy accessories, upgrade devices, reset voicemail passwords, add new lines, manage order requests, and view Basic and Expanded Wireless User Inventory Reports).

  • Some users want to bypass the wireless account overview and go directly to the task. (Currently, users must take multiple steps to start a task.)

  • Some activities that customers want to do must be repeated for multiple lines in one session.

  • Several different user types come to POC to do different tasks.

  • Users reported that most of the information on the dashboard wasn’t helpful.

  • The POC dashboard has an Alerts link, but little information is given. Users were confused and reported that they wanted more information about the problem that the Alert flagged.

  • Page load times were very high.

Design Jam

We held a two-day Design Jam. A Design Jam is an idea factory. It’s a fun, fast, creative brainstorming session intended to create a range of diverse visions that address an issue. The design jam was one of the many stages of a larger planning, strategy, and design process undertaken by the Lead Designer and stakeholders.

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During the Design Jam, we:

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  • Focused on the UX pillars: Simple, Connected, Self-Service, Personal.

  • Looked at current state of the site.

  • Gathered inspiration from other designs.

  • Reviewed research, data, and key findings.

  • Listed things to consider.

  • Reviewed user types and personas.

 

We broke into two groups, consisting of the UX design team, Product Owners, Technical Writers, and the User Experience Research team. We did:

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  • Brainstorming.

  • Affinity mapping.

  • Individual concepts.

  • Discussion.

 

After the Design Jam, we created a prototype and used it to show new concepts.

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Figure: Affinity Map

Concepts from team A and Team B

Because some of the key players were working remotely, we used MURAL to communicate and collect our ideas.

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TeamB_dashboard.png

Strategy & Design

We evaluated the ideas and data from our discovery and the Design Jam, and we determined that we needed to:

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Approach

The redesign was a huge effort, so we came up with the initial design for the entire page, and then tackled it in sections and phases to fit the Agile scrum process.

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Due to budget constraints and the limitation of legacy systems, we couldn’t bring the POC design up to the newer and current design introduced in other platforms in the organization, so we developed an interim design that was cleaner, closer to the current design standards, and that would save on technical costs.

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Due to a short timeline, it was crucial that we transform the mindset of the product and development teams to fail fast, iterate, and pivot.

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To do this, we set out to:

  • Create a collaborative culture among designers, researchers, product managers, and development.

  • Define customer goals and business objectives in context of a multitask oriented experience.

  • Constantly communicate with development teams during the prototyping phase to enable a collaborative discussion around technical requirements.

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Vision

  • Make the dashboard more useful, agile, and faster.

  • Create a task bar to help customers move faster between tasks.

  • Pull information that’s important to the user up front and remove unnecessary information.

  • Make alerts more meaningful and friendlier.

  • Add clearer informational content.

  • Implement faster page load times.

Wireframes

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Figures: Wireframes

Old Dashboard

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New and Improved Dashboard

Figure: Old Dashboard

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Figure: New Dashboard

Validate

We created interactive prototypes to validate our solutions, and we held several usability sessions and interviews, one study for the entire dashboard and several sessions testing each feature.

 

Key activities:

  • Heuristic evaluation

  • Rapid Iterative Testing and Evaluation (RITE)

  • Customer interviews

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Results:

We brought the most significant information and tasks to the POC dashboard.

  • Customer satisfaction rating improved. Those who used the new design rated the experience 4.8 (mean rating, with 1 = Very difficult to use, 5 = Very easy to use).

  • Subscriber lookup page load time decreased from 14.8 seconds to 5 seconds for an overall 9.8 seconds faster load time.

  • Customers successfully used the task bar to accomplish tasks quicker and easier. For example, the new task bar reduced the number of clicks for all change service requests.

  • Alerts are now more useful, meaningful, and help customers with their daily tasks.

  • Order status information, now on the dashboard, gives users a quick way to look up orders.

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