Overview
Telecom offers a range of products in cyber security, communication, and internet access. One of these products, Dedicated Internet Access (DIA), provides customers with a private, high-speed connection. Previously, customers faced a lengthy purchasing process that involved multiple steps, requiring the customer service team to analyze all information manually.
Telecom offers a range of products in cyber security, communication, and internet access. One of these products, Dedicated Internet Access (DIA), provides customers with a private, high-speed connection. Previously, customers faced a lengthy purchasing process that involved multiple steps, requiring the customer service team to analyze all information manually.
My Role
In this project, my responsibilities included supporting the Inception Process led by the UX Lead, developing the Service Blueprint, designing the final prototype, and documenting the interface.
I collaborated closely with the Project Manager, Tech Lead, and Developers to ensure that the deliverables aligned with both business needs and technical requirements.
In this project, my responsibilities included supporting the Inception Process led by the UX Lead, developing the Service Blueprint, designing the final prototype, and documenting the interface.
I collaborated closely with the Project Manager, Tech Lead, and Developers to ensure that the deliverables aligned with both business needs and technical requirements.
Problems
The company was relying on several manual processes, which negatively impacted both the customer service team and the overall customer experience. To request the Dedicated Internet Access service, customers had to complete a lengthy form on the Telecom platform and wait for a sales representative to call them.
After the request, the customer service team faced a prolonged manual process that involved analyzing service availability in the customer's region, reviewing the legal status of documentation, and conducting a credit analysis.
The company was relying on several manual processes, which negatively impacted both the customer service team and the overall customer experience. To request the Dedicated Internet Access service, customers had to complete a lengthy form on the Telecom platform and wait for a sales representative to call them.
After the request, the customer service team faced a prolonged manual process that involved analyzing service availability in the customer's region, reviewing the legal status of documentation, and conducting a credit analysis.
Lack of Autonomy and Information
Users were unaware of service availability in their regions and lacked information about plans, pricing, and the request process.
Users were unaware of service availability in their regions and lacked information about plans, pricing, and the request process.
Impact
This resulted in an increase in users dropping off due to the lack of transparency and clear information that would help them make informed decisions.
This resulted in an increase in users dropping off due to the lack of transparency and clear information that would help them make informed decisions.
Waiting Time and Lack of Feedback
Sellers could take up to three days to analyze the information and contact the customer. During this time, customers were left in the dark about whether their requests were being processed or denied.
Sellers could take up to three days to analyze the information and contact the customer. During this time, customers were left in the dark about whether their requests were being processed or denied.
Impact
This led to decreased motivation to purchase the service, with some customers opting to buy from competitors instead.
This led to decreased motivation to purchase the service, with some customers opting to buy from competitors instead.
High Demand for Analysis
The sales team had numerous tasks, including analyzing customer documentation and managing purchases, which left them little time to serve new customers—a critical part of the purchasing process.
The sales team had numerous tasks, including analyzing customer documentation and managing purchases, which left them little time to serve new customers—a critical part of the purchasing process.
Impact
This resulted in a decrease in the conversion of new leads and future sales.
This resulted in a decrease in the conversion of new leads and future sales.
Opportunity
How can we enhance the purchase process experience and provide the sales team with qualified leads to work with?
How can we enhance the purchase process experience and provide the sales team with qualified leads to work with?
Business Goals
Improve Management and Scalability
Through technology, the company sought tools and processes to enhance management and decision-making.
Through technology, the company sought tools and processes to enhance management and decision-making.
Increase Conversion
The company aimed to establish a better process for selecting qualified leads, allowing the sales team to focus their efforts on these prospects.
The company aimed to establish a better process for selecting qualified leads, allowing the sales team to focus their efforts on these prospects.
Users Goals
Have Autonomy
Empower users to analyze existing plans and choose the best option for their needs.
Empower users to analyze existing plans and choose the best option for their needs.
Status Request
Stay informed about the status of requests and the next steps.
Stay informed about the status of requests and the next steps.
Ideation
Inception
Benchmarking
Service Blueprint
Inception
During one week, the UX Lead and I conducted the Inception workshop, bringing together all key project stakeholders, including directors, sales coordinators, the product owner, tech lead, and developers. The aims of the workshop were to:
Ensure alignment among all parties;
Detail the project goals;
Map the stakeholders;
Review current processes;
Learn about the automated process created by the product owner;
Review technical requirements;
Establish next steps and deliverables.
Inception Highlights
The platform will focus on pre-sale activities and include three automated steps:
Technical availability;
Documentation analysis;
Credit analysis.
The automation will utilize systems already used by the sales team, integrated through APIs. Both the back-end and front-end should be developed to support the scalability of additional services and products.
During one week, the UX Lead and I conducted the Inception workshop, bringing together all key project stakeholders, including directors, sales coordinators, the product owner, tech lead, and developers. The aims of the workshop were to:
Ensure alignment among all parties;
Detail the project goals;
Map the stakeholders;
Review current processes;
Learn about the automated process created by the product owner;
Review technical requirements;
Establish next steps and deliverables.
Inception Highlights
The platform will focus on pre-sale activities and include three automated steps:
Technical availability;
Documentation analysis;
Credit analysis.
The automation will utilize systems already used by the sales team, integrated through APIs. Both the back-end and front-end should be developed to support the scalability of additional services and products.
During one week, the UX Lead and I conducted the Inception workshop, bringing together all key project stakeholders, including directors, sales coordinators, the product owner, tech lead, and developers. The aims of the workshop were to:
Ensure alignment among all parties;
Detail the project goals;
Map the stakeholders;
Review current processes;
Learn about the automated process created by the product owner;
Review technical requirements;
Establish next steps and deliverables.
Inception Highlights
The platform will focus on pre-sale activities and include three automated steps:
Technical availability;
Documentation analysis;
Credit analysis.
The automation will utilize systems already used by the sales team, integrated through APIs. Both the back-end and front-end should be developed to support the scalability of additional services and products.
Service Blueprint
Based on the collected information and documents, I developed a Service Blueprint to visualize the connections between customers, the sales team, processes, and APIs. Below are some highlights:
Based on the collected information and documents, I developed a Service Blueprint to visualize the connections between customers, the sales team, processes, and APIs. Below are some highlights:
Personalized Service
Some leads were already in the company database or were existing customers. When they requested a new service, the sales team handled the entire process manually to maintain direct contact with them.
Some leads were already in the company database or were existing customers. When they requested a new service, the sales team handled the entire process manually to maintain direct contact with them.
Time and Status
The system's request time and status updates need to be improved to keep users engaged throughout the entire process.
The system's request time and status updates need to be improved to keep users engaged throughout the entire process.
The Journey Would Have Four Steps:
Register customer address to analyze technical availability;
Analyze Company Registration Number status;
Choose a plan and complete documentation for credit analysis;
Review the order.
Register customer address to analyze technical availability;
Analyze Company Registration Number status;
Choose a plan and complete documentation for credit analysis;
Review the order.
Five Possible Outcomes:
Success;
Service not available for specific business models;
Customer is already in the database;
Technical unavailability;
Credit rejected.
Success;
Service not available for specific business models;
Customer is already in the database;
Technical unavailability;
Credit rejected.
Benchmarking
To understand how competitors and other industry players were addressing the issues faced by the company, I conducted a benchmarking analysis. This resulted in several insights that could enhance user experience and streamline the sales process.
To understand how competitors and other industry players were addressing the issues faced by the company, I conducted a benchmarking analysis. This resulted in several insights that could enhance user experience and streamline the sales process.
High-Fidelity Prototype
Below are the final designs:
Below are the final designs:
Request in Four Steps
The four steps function as a sales funnel, where only qualified leads progress to the end.
Analyze technical availability at the address;
Assess Company Registration Number status and check if the service is available forthe business model;
Display available plans and conduct a credit analysis;
Request credit status and review the order.
The four steps function as a sales funnel, where only qualified leads progress to the end.
Analyze technical availability at the address;
Assess Company Registration Number status and check if the service is available forthe business model;
Display available plans and conduct a credit analysis;
Request credit status and review the order.
Impact 1
Increase engagement by showing progress and building trust by requesting simple information initially and more sensitive details later.
Increase engagement by showing progress and building trust by requesting simple information initially and more sensitive details later.
Impact 2
Increase engagement by showing progress and building trust by requesting simple information initially and more sensitive details later.
Increase engagement by showing progress and building trust by requesting simple information initially and more sensitive details later.
Set Plan
Customers can view all available plans and conditions, allowing them to choose the best option for their needs.
Customers can view all available plans and conditions, allowing them to choose the best option for their needs.
Impact
Enhance user autonomy by providing them with greater control.
Enhance user autonomy by providing them with greater control.
Estimated Price
The card displays all estimated costs for the customer, including monthly charges.
The card displays all estimated costs for the customer, including monthly charges.
Impact
Improves transparency and builds trust.
Improves transparency and builds trust.
Antecipate API Request
The system anticipates the credit analysis by providing inputs to the API in the second step.
The system anticipates the credit analysis by providing inputs to the API in the second step.
Impact
Reduces the waiting time between the third and fourth steps.
Reduces the waiting time between the third and fourth steps.
Estimated Waiting Time
When the system requests an API response, the platform displays a timer with the estimated wait time.
When the system requests an API response, the platform displays a timer with the estimated wait time.
Impact
Keeps users informed about system status and increases engagement.
Keeps users informed about system status and increases engagement.
Feedback
When an API request takes longer than expected, or if the response is negative or an error occurs, the system informs the user about the situation and provides options for assistance.
When an API request takes longer than expected, or if the response is negative or an error occurs, the system informs the user about the situation and provides options for assistance.
Impact
Enhances user retention by offering solutions to recover from errors or edit inputted information.
Enhances user retention by offering solutions to recover from errors or edit inputted information.
Order Review
Customers can review and edit all order information.
Customers can review and edit all order information.
Impact
Increases error prevention and user control.
Increases error prevention and user control.
Next Steps
After completing the order request, the platform informs the user about the next steps and sends an email with the order information.
After completing the order request, the platform informs the user about the next steps and sends an email with the order information.
Impact
Transparency helps align expectations regarding the request.
Transparency helps align expectations regarding the request.
Impacts and Results
The project has achieved significant results for our client so far:
The project has achieved significant results for our client so far:
85% of the process for hiring a new service has been automated;
Optimized the sales team's time by over 50% by providing them with qualified leads.
85% of the process for hiring a new service has been automated;
Optimized the sales team's time by over 50% by providing them with qualified leads.
My Works
Optimizing Sales Processes and Enhancing Customer Autonomy
Optimizing Sales Processes and Enhancing Customer Autonomy
Marketplace
Company
Telecom
Platform
Desktop
My Role
UX/UI Designer
Certain information has been modified or omitted to ensure compliance with GDPR
