Tely
Increasing Telecom Customer Joy and Overall Satisfaction.
Three screens from the Tely in-store retail app Hi-Fi prototype.
The purpose of this project was to determine why users were unhappy with their telecom retail experience, brainstorm solutions to their pain points, and recommend a design direction.
To accomplish this goal I analyzed data, created an empathy map, wrote job stories, designed customer task flows, wireframed, built a UI design system and a prototype as proof of concept, and ran a usability study with six participants for feedback.
This is a high-level overview of my design solution.
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Home screen wireframe built in Figma.
PROJECT
An in-store retail customer service app that solves telecom customer pain points based on user interviews.
PROBLEM
Telecom clients are tight on time and have trust issues. They also don't like to talk to associates, particularly in the age of Covid.
*Steps taken were limited in scope.
*Steps taken were limited in scope.
SOLUTION
An in-store tablet that will tie in with the customer's existing account. They can complete common tasks on the tablet without speaking to anyone.
ROLE
Research & Design
Krista Volenski Wilcox
Krista Volenski Wilcox
Research
Wah Khalsa-Smith, Makara Vath, Christina Appignani
Wah Khalsa-Smith, Makara Vath, Christina Appignani
PROJECT ELEMENTS
Research & Discovery
Analysis of User Interviews, Empathy Map, Job Story Ideation, Storyboard, Site Flow, and Task Flow.
Analysis of User Interviews, Empathy Map, Job Story Ideation, Storyboard, Site Flow, and Task Flow.
Design
Wireframes, Prototype, UI Design System with Components, including Typography, Colors, and Icons.
Wireframes, Prototype, UI Design System with Components, including Typography, Colors, and Icons.
TOOLS
Pen & Paper, Google Suite, Figma, Illustrator, Photoshop, and an iPad Pro for Testing.
Empathizing with Customers
Interviews with four customers were analyzed for pain points in the telecom experience. My design solutions are based on Dan's needs, desires, and frustrations.
Customer Pain Points
1. Sales associates upselling creates trust issues.
2. Length of time for the transaction.
3. Prices higher at telecom store.
4. Transactions lack transparency.
5. Store needs more self-service options.
2. Length of time for the transaction.
3. Prices higher at telecom store.
4. Transactions lack transparency.
5. Store needs more self-service options.
UX Ideation
I used job stories to generate product and feature ideas that would potentially solve Dan's problems with shopping for a repair or new device with his telecom retailer.
Final Customer solution
Tablets for customer use in pre-defined locations in the store with an easy-to-use app that has options for self-service in the following areas.
1. Check-in or make an appointment.
2. Repair or replace a broken device.
3. Price comparisons and purchase.
4. Restore cloud data to a device.
5. Review associates with photos to increase trust.
6. Help options via live chat and FAQ, or request an in-store associate.
1. Check-in or make an appointment.
2. Repair or replace a broken device.
3. Price comparisons and purchase.
4. Restore cloud data to a device.
5. Review associates with photos to increase trust.
6. Help options via live chat and FAQ, or request an in-store associate.
Hi-Fi Wireframes & Prototype Testing
Improvements were made by incorporating feedback from my team and user testing. Typography styles, the color palette, interactions, images, and icons are set. This prototype was tested with six participants and a usability report was created.
Test out the working prototype below.
Design System
Created a design system for Tely built inside Figma for ease of use. Includes a brand logo, colors, grid system, typography styles, icons, and components.
What I learned and Next Steps
I love it when new projects allow me to expand my skill set. Every time I learn something new in UX it filters through to how I approach other parts of the design process. Learning about job stories helped me to improve my process of brainstorming ideas.
Key Takeaways from User Testing
1. There is still room for improvement in this app design as my usability test points out. Since app design is an ongoing process, I’m planning to do another round of iterations to make some of the changes noted in my report when time allows.
2. Good user testing for app development can be expensive, budget affected my feedback in my user testing. I would like to do more in-room testing when possible.
3. The feedback I got from my team and user testing was very valuable in allowing me to get a full picture of what was working and what wasn’t working in the Tely app.
Are you interested in working together?
I would love to hear from you!
