Design
Introducing Live Chat to Domestic and General
Several years before D&G moved into the omnichannel sphere, a spate of client washing machine explosions prompted BBC's Watchdog to run a feature. Tasked with diverting the influx of calls and protecting the customer journey, I lead the team that launched the companies' inaugural live chat function.
* The name of the client has been changed for contractual reasons
A marathon in a sprint
With just 2 weeks to go live and so much to do, we needed to work fast establishing the Minimum Viable Product that met customer and business needs. Our delivery plan was designed around scrum sprints using a combination of Design Thinking and Lean Agile principles, similar to the Google Ventures Design Sprints we see today.
All roads lead to (the same) goals
To maintain the status as the UK's leading appliance care provider, aligning handling and resolution performance to customer satisfaction was paramount. All touchpoint channels had to be designed to achieve the same outcomes and provide a consistent information stream.
Calculating the conundrum of choice
Determining the number of calls we could divert to digital channels relied on data mining the D&G plan database, historical call reports, as well as guidance from the client. Secondary research from sources including Ofcom, The Department for Climate Change, ONS and Statista added insights to digital literacy and propensity of preferred channels.
Channeling the inner customer
Building on the quantitative data we compiled, D&G staff members who fit the age groups defined in the Ofcom and DCC reports were interviewed to gain further understanding of the pain points and emotional responses to each touchpoint channel.
Scenario-centric user stories
We optimised User Personas around lifestyles as opposed to detailing spending habits and disposable income. With no sale expectations we instead focused on the questions of what scenarios our user would be in when contacting D&G and how would that influence their choice of channel
Form and function with a familiar face
Guided by the API chat software, the layout was kept minimalist and matched to existing chat and messaging services. Generous white space, a simple brand colour scheme and appropriate contrast ratio were applied to combat cognitive overload.
Breaking down barriers and building rapport
Communication was constructed in plain English for clarity and accessibility, taxonomy tailored to User Personas to increase engagement and underpinned by an emphasis on a consistent message across all touchpoints.
Taking the high road through testing
Time constraints forced us to test using high-fidelity prototypes embedded in a dummy page on the live D&G website. Agents who closely matched our personas were first assessed on their choice of touchpoint and feedback using it. We asked them to repeat the actions choosing an alternative route to process the paint points and the ability to achieve a resolution.
DISCIPLINES
PROJECT MANAGEMENT • USER EXPERIENCE DESIGN • USER INTERFACE DESIGN
METHODOLOGIES
ACCESSIBILITY DESIGN • API INTEGRATION • COMPETITOR ANALYSIS • COGNITIVE PSYCHOLOGY • COLOUR THEORY • DATA ANALYSIS • FORECASTING • HEURISTICS • HIGH FIDELITY PROTOTYPES • JAKOB'S LAW • MINIMUM VIABLE PRODUCT • PARETO PRINCIPLE • QUALITATIVE RESEARCH • QUANTITATIVE RESEARCH • SERVICE DESIGN • TYPOGRAPHY • USER INTERVIEWS • USER JOURNEY MAPPING • USER PERSONAS • WIREFRAMES