MY ROLE
As a senior user experience designer, I conducted the research that framed the problem, defining the end-to-end user journey, building the design system for scale, and working hand-in-hand with developers to ship a solution that met both user needs and business goals.
WHAT IS CUSTOMER SUPPORT SYSTEM
Context
We conducted interviews with over 20 colleagues to identify bottlenecks in the current process. Our findings revealed that the workflow is highly unorganized and lacks a systematic approach to presenting data to clients. This gap in communication not only creates inefficiencies but also impacts the company’s portfolio by leading to an unsatisfactory customer experience.
Research and Discovery
User Interviews
We conducted one-on-one interviews with users and key stakeholders. This process allowed us to gather insights about their experiences with the current communication system with clients and identify critical areas of friction.
Our Approach
Our approach to understand the requirement, we interacted with key stakeholders and users across various functions in one-on-one interviews and focus group discussions to understand their processes, ways of working and experiences.
Focus Group Understandings
In the focus groups we identified the key teams that would be involved in the process and there roles and responsibility in the ticketing support system. This helped us in understanding the key features that would be required based on the different team hierarchy.
Disconnected conversation
As every time, sales representative calls goes on round robin. there is disconnection in the conversations
Limited visibility of issue status
Users can’t see whats the update and create a sense of annoyance, and overall bad experience.
Internal team collaboration
Sales representation spends a lot of time in tracking the query details and not on new opportunity, overall hinders the growth of org
Continuity of chat
How can we make sure, sales representative have a history of the last call and know every important detail about the query, shared earlier.
How can we make sure that particular sales rep will take those calls
Transparency in issues status
How can we give the user the charge of the query, more conversational not static.
How to convey each stage of the ticket and make them feel heard and not treat them as query.
How the communication happens to consumer via a checkpoint where language is refined.
System for internal team collaboration
How can we have single touch point for all the teams to any issue.
How can we assign a spokes person on each team to solve the issue regarding their domain.
Our Findings
We interviewed 20+ colleagues to better understand bottlenecks in current process. We realized that current flow is very unorganized, no systematic approach to representation of the data to clients in terms of communication, which impacts company portfolio due to unsatisfactory customer experience.
Communication gap within teams, late response to clients
Due to lack of internal common tracking channel leads to delayed response and extra efforts to extract data from the required team.
Lack of Understanding
Users prefer assistance in understanding of the complex financial language used in displaying data.
Different team, different way of communication
Users get inconsistence experience, due to different communication style of each team which result is dissatisfactory user experience and build trust issues on the brand name
Different timezones for international users
As our team was working in IST, makes it difficult to connect and resolve the issues for users, result in delays and unsatisfactory experience.
Conversational Triage
Rather than asking users to pick a category, the system would ask a series of simple, conditional questions in the chat to automatically categorize and route the ticket. (e.g., "Is your question about an investment, your account, or something else?").
The "Agent Super-View"
For our internal team, I designed a unified dashboard with complete history of the user's interactions, investments, and past tickets alongside the current conversation. This eliminated the need for "detective work" and allowed our agents to resolve issues with full context.
A Scalable Design System
All interactive components—from chat bubbles to status tags and dashboards—were built as part of a modular design system. This ensured consistency and allowed us to rapidly build or adapt new features in the future.
The Impact
The Sales app was launched to overwhelming positive reception and quickly became an indispensable tool. We tracked its performance against our initial business goals and observed a significant, measurable impact within three months.
89% reduction in First Response Time, from 18 hours to under 2 hours
40% increase in agent efficiency i.e. tickets resolved per agent per day
Customer Satisfaction (CSAT) score rocketed from 6.5/10 to 9.2/10.