designer • leader • collaborator • innovator • problem solver
AT&T PREMIER
Telecom Manager Online Registration
My Role
As the UX Design Lead and Strategist, my role was to function as the design liaison and advocate for the user on an Agile Scrum team. I managed the UX design team and scope for user research, wires, comps, and content. I facilitated working sessions within the UX team and facilitated cross-functional collaboration sessions and actively participated in Scrum ceremonies during several 2-week sprints.
The Problem
The portal did not offer online registration functionality, forcing customers to call the call center to register their accounts online, causing thousands of calls to the call center per month.
The Solution
Introduced the first B2B online registration process for telecommunication managers (TCMs) to register an account and obtain login credentials.
Research & Discovery
We looked at multiple data points to identify areas where we could improve.
Key Activities
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Create an Experience Brief
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Reviewed clickstream data
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Analyzed correlation reports
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Analyzed thousands of customer verbatims
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Analyzed call/chat drivers
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Reviewed past usability studies on current registration for other user types
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Ideation
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Identify personas
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Journey maps
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Sketches
Key findings:
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96% of our users are Telecom Managers
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Averaged hundreds of registrations per day/ thousands of registrations per month
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Only a 43% task accomplishment rate (reg a new acct) and a CSAT of 41 out of 100.
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Current users are forgetting their passwords and usernames and having to spend time and money to call support.
Experience Brief
The experience brief was designed for the team to define the problem to be solved, research the data relevant to the problem, to define success and how success is measured post launch.
Figure: The Experience Brief Program a results-oriented UX program to capture project pre- and post-launch KPI data in support the organization’s objective to lead project efforts based on data-driven design worked with executive leadership to developed and refine a list of 10 core KPI variables for data collection and reporting.
Analyzing Data
The found data supporting the problem was analyzed which helped form strategy and supported design thinking. Correlation reports, and click stream data were reviewed as well as, call/chat drivers, customer verbatims and past usability studies.
Figure: Click Stream Data and Correlation Report
Figure: Call/Chat drivers
Personas
The type of users for this specific project would be Telecom Managers (TCM) and Corporate Responsible Users (CRU) for all small to enterprise business customers.
Journey Mapping
The design had to be created for several user types; a journey flow showing each distinctive user type was built to help communicate our ideas with the stakeholders and guide the UX design
Figure: Journey Mapping
Strategy & Design
We had to contemplate each scenario that we found in our journey mapping exercise before we could conceive the perfect experience for all user types.
During this time we were frequently in "all day" working sessions with our business and technical development partners to brainstorm and present solutions.
Approach
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Encouraged self-service registration
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Create a new user flow
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Create clear concise and minimal steps within a task
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Organize the structure and flow of pages
Vision
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Create clear call to action buttons
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Clearer error and informational messages
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Design consistent look and feel throughout
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Take advantage of design Standards
Key Deliverables:
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Flows
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Wireframes
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Visual COMPS
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Prototype
Wireframe Examples
Figure: Wireframe Examples
Validate
We created an interactive prototype and held usability studies to validate our solution.
Key activities:
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Pre-Study Survey
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Rapid Iterative Testing and Evaluation (RITE)
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Post launch remote Usability Research
Key findings:
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Participants experienced some issues during registration, but overall felt the process was very straightforward and easy.
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4/6 participants successfully completed the task on their own with the other 2 requiring assistance with the PIN.
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Unsure about what to enter for PIN:
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Not sure what it is exactly (in-field help made it clear it was a number, but what number?)
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Wondered if they needed to create a PIN or if there was an existing one to enter?
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Initially a little uncertain about what wireless phone number to enter.
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The help icons were not noticed or were ignored.
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3/6 participants didn’t see or pay attention to the note about recording their new username and password to complete registration.
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It wasn’t clear to participants that only TCMs would use this specific registration process.
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Overall, all stated that they found it to be a clear and fairly easy process, very standard for website registration.
Prototype and RITE testing and evaluation
RITE (Rapid Iterative Testing and Evaluation) study.
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During the week of the study, there were 4 days of study sessions with 1-2 participants per day.
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In between each day of testing was a day for discussion and implementation of any redesign and/or content changes to the prototype based on findings from the previous test day.
Figure: Comps and Prototype flow
Figure: Page from the Executive Presentation Deck
Results
Introduced the first B2B online registration process for telecommunication managers (TCMs) to register an account and obtain login credentials.
Greater customer satisfaction:
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Reduced customer time-on-task by an average of 25 minutes.
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Very successful great feedback from our customers
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Rated a 4.2 out of 5 on the satisfaction Mean rating after using the product
Saved on costs by encouraging self-service: Averaged hundreds of online registrations per day / thousands of online registrations per month, driving hundreds of thousands of dollars in savings per year.