Unified Desktop
Reimagining Customer Service in Banking with a digital workbench
Client
Banking- Accenture
Key deliverables
Service Design assets- Archetypes, Journeys and Service design blueprint | Business Analysis outputs- User Stories & Acceptance Criteria | Product Design
Timeline
4 months
Team
A team of 6 consisting of business analysts, strategic leads, service and product design
The Challenge
The Bank’s Call Centre environment is a complex environment with multiple systems that agents needs to navigate through when dealing with a customer. This results in a lot of ‘swivel chairing’ and short cuts that impact the customer experience, data accuracy and fraud risks.
We were asked to rethink the bank’s customer interaction centre, consolidating multiple legacy systems into a single Salesforce platform to streamline agent interactions and improve efficiency.
My Role
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Led and supported in conducting customer and agent interviews
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Helped in facilitation and design of clients working sessions and workshops
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Co-created research insights and design principles
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Owned and created customer archetypes for agents and customers
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Designed contact centre dashboards for agents, team leads, managers, senior managers and leadership and conducted validation and user testing sessions with relevant stakeholders
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Assisted in the creation or documentation of service intent processes I oversaw in the servicing blueprint excel
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Supported and guided the creation of process flows and servicing journeys writing user stories for 2/8 prioritised servicing intents with the bank’s stakeholders/ counterparts.
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Gathered tech requirements and facilitated enablement discussions between Accenture & the clients Business and tech stakeholders to support in tech gap analysis & architecture
The Approach
We followed a 3-phased approach over a 16-week duration
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We conducted deep immersive research with customers and call centre agents to understand the challenges and pain-points as well as identify opportunities
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Based on that design principles were created to guide and inform the design and development of the Service Ops Customer Journeys experiences
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A prioritised framework, was created and used to rank the identified intents by desirability, feasibility, viability, and value, enabling us to help prioritise the sub-intents.
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Future servicing journeys designed to improve the colleague experience, reduce average handling time and improve customer experience.
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We then created process flows in collaboration with the banks engineers and wrote up user stories and business rules/ requirements for all dashboards, aligning with stakeholders and preparing for sign-off
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Designed Screens and prototypes of a new unified desktop with a focus on improving the customer & agents experience were created
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User testing and validation of features
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Signed-off on all user stories and designs and handed over documents to relevant internal teams.
The Process
Figure 1 | User Interviews
Figure 2 | Research & Insights Presentation & Journey Walkthrough
Figure 3 | Co-creation working sessions
Figure 4 | User Archetypes (Led by me)
Figure 5 | User Journeys & Service Ops Blueprints(Led by lead Service Designer)
Figure 5 | Internal dashboard design | Salesforce (Owned by me with UI designers owning other parts of the platform such as customer profiles, workflows etc
Figure 6 | User stories & requirements (I owned 4 specific workflows- dashboards, debit orders, next best actions & schedueling)
Outcomes & Impact
Through this work, we managed to Increased first call resolution. Improve customer experience and reduce the average handling time
Client Feedback
I like that we are boldly challenging the status quo and appreciate the simplicity and ease of navigation, designing with the end user in mind and not based on the existing environment
Limitations & Learnings
This project highlighted the importance of collaborative design and a holistic approach to problem-solving. I learned the value of involving stakeholders early in the process to foster buy-in and manage change effectively. Additionally, I gained experience in wearing multiple hats, from service design to business analysis and product design, emphasising the importance of a systemic understanding of the work and a foundational knowledge of various disciplines.