Prudential couldn’t meet clients at their preferred way of communication and lacked efficient customer service experience. As a result, they were losing customers due to their inefficiency compared to similar competitors.
Prudential's solution was to make a strategic investment into Salesforce to deliver a user-centric experience that empowers customer service professionals by providing a single, consolidated enterprise platform that helps them be more efficient.
The ultimate problem’s that the organization was trying to solve could be summarized as:
1. There were many old, complex legacy systems that hadn’t been changed since the early ’60s.
2. CSP’s weren’t efficient due to the number of legacy systems they had to open to serve a single customer.
3. This increased costs on Prudential since the average call handling time per customer is high.
It was essential to understand the business goals to balance user needs, technical feasibility, and business needs.
Top Business Goals
1. Decrease time to call resolution
2. Decrease call volumes by automating status updates to the customer in their preferred method of communication.
3. Overall decreased costs of the operation call center (approximately $52/ per call)
The problem I am focusing on today is contact Info change; this was crucial because it is one of the most common transactions performed by customer service professionals; it represents on average 20% of their calls and has both high business and user impact.
1. Customer Service Representatives (Internal Users) that have been with Prudential for more than five years.
2. Newly trained Customer Service Representative.
Legacy System User Flow
Contact Info Change in the legacy system
1. A lot of friction and unnecessary clicks to do a customer.
2. Change is local and not global across prudential.
Salesforce User Flow
Contact Info Change with Salesforce
1. Consolidation of all prudential systems made CSPS more efficient.
2. Any change that the customer requests is a global change.
The design process wasn’t linear in this case. Before I joined, developers were responsible for user experience in the Salesforce platform.
They recycled features from adjacent pods to design the contact info flow due to tight time constraints, which led to inconsistency in design and the flow not meeting UX best practices.
Time was of the essence, we operated in two weeks sprint. I decided to reverse engineer my usual design process.
I started by conducting usability testing on the developers' features to flag any significant issues and iterated the following sprint. Issues found were minor due to the lighting design system being in place, but they were worth addressing and changing before the feature release.
Contact Info Change flow by developers
Usability Concerns
1. Only the primary address was listed. There was no way to access the current mailing address on file except later in the process.
2. The placement of the moon icon made users think that change would be temporary
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Contact Info Change flow by developers
Usability Concerns
1. The placements of buttons didn’t follow UX best practices due to having more than two choices and disable buttons with primary buttons colors.
Version 1
Removed fields half-in edit states and half not,
all while keeping it looking consistent
1. Edit for each section caused inefficiency.
2. There was a business requirement to keep
the address change defaulted in edit mode.
Version 2
Satisfied the business requirement of keeping address in edit mode and still maintaining consistency.
The update address table was view only, which meant it’ll be called again when ‘Validate Address’ is clicked so the CSP can choose which address to update.
After reviewing the concept design's with the team, we aligned on a flow that would meet users and business needs. I created the table to include "selecting" and "viewing."
I kept everything in edit mode to maintain consistency and fulfill the business requirement of keeping the address change in edit mode.
Version 3 - Iteration
After testing the design, it and they only took around two minutes to perform a complete contact info change.
However, two of the users that I tested on had comments, and this was which step should he do first, "Enter the new address" or "Select the address?"
I later found out that user feedback was also a technical constraint through validations, meaning the user cannot continue unless step one and step two are complete. Thus, I have added steps one and two to balance user feedback and technical feasibility.
Version 3 - Iteration
Contact Info Screen without identifying steps
Version 4 - Iteration
Contact Info Screen with Steps
1. Achieving Business & User Goals
The new contact info flow decreased the time it takes a CSP to do a contact info change from ten minutes to two minutes thus achieving the goal of efficiency as well as reducing average call handling time.
2. Agile Transformation
First UX Designer to get hired after the company underwent an agile transformation. Since I have joined, I have increased the UX maturity across agile teams through conducting hands-on workshops and activities.
Points which are not covered but could be worth discussing
Thanks for making it this far.
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