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Call Center Calls Reduced Post-LATAM Portals Redesign

Brief

An international satellite content service provider needed to redefine and renew all public sites for LATAM based on three primary pillars:
Reduce the costs for subscribers
Enhance the promotion of the entertainment ecosystem
Generate self-service capabilities.

Challenge

The main objective was to design a solution that could be applied at a regional level to generate consistency while considering the particular needs of commercialization and service in each country.

 

Approach

Based on the three pillars for the redesign of the portals, we conducted exhaustive research and analysis, leading to a strategy that included large-scale modifications primarily in the areas of information architecture, acquisition flows, customer support and look & feel.

 

The client names and other confidential details have been modified to comply with signed non-disclosure agreements (NDA)

My Contribution

As the lead UX designer, my role encompassed several key responsibilities:

  • Expert Review, Interviews, Analysis, and Definition Phase: Conducted a comprehensive review and analysis to identify pain points and areas for improvement.
  • Sitemap, Navigation, and IA: Revamped the navigation structure and information architecture to enhance usability and accessibility.
  • Low Fidelity Design Wireframes: Developed initial wireframes to outline the redesigned user flow and structure.
  • High Fidelity Design Wireframes: Created detailed wireframes to visualize the final design.
  • Interactive Prototypes: Produced¬† interactive prototypes for testing and validation.
  • User Testing Sessions: Conducted sessions to gather user feedback and refine the design.
  • Document UX Improvements, Patterns, and Functionalities: Documented all UX improvements, patterns and functionalities.

Results

The redesigned digital platform resulted in several notable improvements:

  • User Independence:
    • Efficient Information Retrieval: The redesigned information architecture (IA) allowed users to find necessary details more efficiently, including programming, product selection, and information for making informed purchasing decisions.
    • Online Self-Service Channel: A dedicated self-service help channel was created, enabling users to resolve issues without contacting the call center, saving both time and money.
    • Prioritization of Relevant Information: By identifying and prioritizing common call types, we made this information easily accessible on the site, further reducing reliance on phone support.
  • Operational Efficiency:
    • Process Simplification: Key information was made readily available online, reducing the need for employee assistance. Users could self-manage their issues by accessing clear solutions provided on the portal.
    • User Self-Management: Users resolved their problems independently, significantly freeing up employee time and increasing operational efficiency by reducing the workload on the contact center.
  • Positive User Adoption:
    • Reduction in Common Issues: The top 10 most common issues saw a substantial reduction in call volume, with a 43% decrease in calls related to these problems. This indicates high user satisfaction and successful adoption of the new self-service capabilities.

 

User Feedback

Before the redesign, accessing information about products, services, and user manuals was often frustratingly difficult.
The lack of clear and accessible resources frequently led users to resort to contacting the call center out of frustration.

Post-redesign, significant improvements were noted. Users reported a streamlined experience with enhanced access to detailed product information and user manuals.
The redesigned self-service options allowed users to manage their needs independently, reducing reliance on customer support calls.
This not only improved user satisfaction but also alleviated the workload for customer service staff.