symbio /
contact card solution / 2.5 weeks / Sept 2022
problem space
Symbio, a quickly expanding global software company. They have a complex product offering and they need an effective way for their customers to quickly and efficiently reach the right support person who can help solve their issue. They current contact card was a very confusing PDF that was supplied to customers as a URL. It was hard to update (relied on internal marketing team for entire company) was downloaded and saved by customers so was often out of date. It contained too much irrelevant information and resulted in customers escalating themselves up the chain resulting in time wasting and frustration for both client and the Symbio team.
the goal
Define a research based solution that delivers an easily updatable, scalable, and dynamic contact card that clearly defines the path for Symbio customers quickly and efficiently
my role
DISCOVER
Define the problem space
1:1 Interview
Contact card analysis
Co-ordinate and run Team WIPs
DEFINE
Research synth
Affinity Mapping
Define Key Insights
DEVELOP
How Might we formation
Ideation workshop co-host
Workshop synth
MVP
DELIVER
User flow
Wireframes/Testing/iterations
Define solution space
Presentation design/create
PROBLEM STATEMENT 1
Symbio team members are frustrated that support for their customers is incorrectly diverted, causing internal team issues, and customer delays, and want to help their customers resolve support issues in a timely manner, but lack an efficient Contact Cards process across Symbio.
what we did - research
To look into the problem space our team conducted 1:1 interviews, competitive analysis and, an in-depth analysis of the current complex contact cards and the escalation process involved.
We interviewed 12 Symbio team members in two rounds of research. Round one focused on finding out how things work and what the problems were and it became clear that we needed to pivot our focus to the customer.
what we analysed
We collated the quantatative and qualatative data from our research and synthesised it all in an affinity map which allowed us to pin point what the main issues and focus areas that needed addressing would guide our next stage.
PROBLEM STATEMENT 2
Time-poor Symbio Customers choose to escalate their urgent issues without following the escalation matrix due to lack of clarity, unclear criteria and the abundance of information on contact cards, they need an easily navigable, clear and up-to-date contact card to ensure they are contacting the right person to resolve their problems efficiently.
what we defined
Customers need a simple and easily navigable solution
for Symbio this means scalability without complexity.
Customers contact cards always need to be up-to-date
for Symbio it needs to be easily and quickly updatable.
for Customers, trust & relationships are vital
for Symbio they need to ensure transparency.
who we are designing for
At this stage to address all of the pain points the research had defined we realised that we not only had to provide a solution for Greg, the customer, but we also had to look at an internal process to keep the cards up-to-date. They had to work together to produce a cohesive solution.
moving into the solution space
what we delivered
Original Contact Card
Lo-Fi Wireframes - Customer
Hi-Fi Wireframes - Customer
The solution we delivered was a customer portal where contact and escalation information was easily accessible, scaleable and up dateable.
Access was via a URL which made it easy to add to their existing website, to their email signatures and shared during onboarding. It could be stored in the customers CRM or contact systems.
We conducted 10 usability tests and had 5 iterations in total across the two flows.
Lo-Fi Wireframes - Internal
Hi-Fi Wireframes - Internal
how we delivered on the pain points - from Greg's POV
CLARITY
The escalation matrix is clearly sorted and defined
A clear flow within only a few clicks Greg can get to where he needs to be
Greg is directed through the flow with the use of simple buttons and colour
UP-TO-DATE
Easy access to the portal from multiple locations
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Greg can still copy the contacts to his CRM or print
Automated emails will alert Greg when changes have been made by Symbio
TRUST
The escalation matrix is transparent for Greg to see at all stages
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With Greg using the correct escalation stages, trust will be built in the process
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Greg can still call within his working relationships
SIMPLICITY
One simple access point for Greg to easily find
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Clear and simple contact details and escalation matrix definition
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Seeing only one level at a time allows Greg to clearly see required process
how we delivered on the pain points - from Symbio's POV
FLEXIBILITY
The solution can be easily expanded as needed across all bases
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The website/portal can grow with Symbio needs
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Access to the portal can be be saved in multiple accessible locations
UP-TO-DATE
Updates can be made by authorised Managers
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Managers can take ownership of their cards and keep them up to date easily
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Regular automated notifications to keep their cards up-to-date
TRUST
The escalation matrix is still transparent for customers to see at all stages
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With the correct escalation stages easy to navigate, trust will be built
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Customers can still connect with existing working relationships
SIMPLICITY
One single reference point that can be saved and shared from multi places
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The contact details and escalation matrix are clear and simple
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Seeing only one level at a time allows customers a clear escalation path
looking ahead
Short term
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Further usability testing with final iterations where applicable.
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Possible move to internal DID to further improve the adaptability and expandability.
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Connect with the customer portal currently being designed.
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Internal matrix mapped for all contacts and customers.
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Internal Service Flows around the crossovers of ticketing and escalation.
Mid term
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Produce KPI’s and metrics around number of escalations to assess efficacy.
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Internal Customer Experience Design at Level 1 for continuity and trust in escalation protocol.
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Design and test chatbot function for anyone with questions.
Long term
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Integrate portal and Jeeves for a better customer flow from one portal to the next without having to swivel between the two.
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Look to remove downloadable feature as trust is gained in the portal