User research and design lead
Stakeholder Workshops | Information Architecture | Quantitative analysis | Wire framing | User testing
The Problem
39% of feedback to the RMS is submitted to the wrong department. Wasting time and resources for the RMS, delaying action and causing frustration for customers.
The Goal
Ensure customer inquiries are directed to the right department in the RMS. Our role was to find the sweet spot between customer goals and business needs.
Process
Analyse customer feedback
Build understanding into customer intent and point of view by looking at the thousands of individual pieces of feedback that were submitted over 2 seperate months.
Dissecting and understanding why areas of feedback are problem areas i.e. feedback that is continually mis-categorised by customers.
This led to a first draft of a new customer centric taxonomy.
Understand business needs
Each of the 8 divisions in the RMS has differing goals, tasks and operating rhythms. To develop a form that worked for each division, we undertook the following activities:
- Human centred design workshops with each division to build empathy for their customers
- Workshops to understand the individual needs and challenges the divisions face
- Matching the taxonomy to the 300 internal salesforce categories and their triaging rules
Design, test & validate (x4)
Test, validate and refine the taxonomy with real customers using treejack testing. This indicates to us pain points and areas that can be improved upon.
The Result
A taxonomy that is greatly simplified, uses customer centric language and helps direct feedback to the correct division within RMS.
