Improved tool usage from 40% to 48%
Simplify Complex Work
Simplify Complex Work
CSR Assistant
Enterprise app redesign, rebuilt employee trust and improved usage by nearly 10% over six months.
My Role
Senior Product Designer
Sr. Product Designer
Contribution
Led daily mini workshop with stakeholders, and former CSRs to define UX stories
Owned the design roadmap, and handed it off to the development team
Created design system, component library and designed screens and interactions for more than 50 stories from discovery to final release.
Came up with the concept "Finding Diamonds" for the user adoption campaign to launch the app; earned boost in usage
Client
While employed at Avanade
As Avanade employee
As Avanade employee
Profile
Project Profile
Leading Chemical Manufacturer
Leading Chemical Manufacturer
Leading Chemical Manufacturer
Business Workflow Application
Business Workflow Application
Business Workflow Application
Enterprise Software
Enterprise Software
Enterprise Software
Background
Why did it matter?
A global leader in chemical manufacturing urgently needed to enhance their digital catalog experience to stay competitive.
Frustrated high-value corporate accounts highlighted inconsistent customer service as a major issue. Employee inefficiencies and rising technology costs jeopardized their digital buying strategy.
Dow Customer Service Representatives (CSRs) struggled with outdated tools, causing operational chaos. Previous attempts at improvement fell short. Our expert team introduced a groundbreaking solution that transformed the workplace experience and ensured flawless customer interactions.
Problem Statement
Problem Statement
A complex and poorly integrated applications eroded employee trust in enterprise tools.
As a Customer Service Representative(CSR), I need to quickly identify which orders require action, so I can resolve issues without scanning through overwhelming amounts of irrelevant data.
As a Customer Service Representative(CSR), I need to quickly identify which orders require action, so I can resolve issues without scanning through overwhelming amounts of irrelevant data.
user experience
user experience
user experience
High
Cognitive Load
CSRs managed more than 7 apps, files, and windows at once
High
Cognitive Load
CSRs managed more than 7 apps, files, and windows at once
High
Cognitive Load
CSRs managed more than 7 apps, files, and windows at once
Low
Consistency & Standards
Data was outdated and unreliable. User typlically used homegrown workarounds
Low
Consistency & Standards
Data was outdated and unreliable. User typlically used homegrown workarounds
Low
Consistency & Standards
Data was outdated and unreliable. User typlically used homegrown workarounds
Low
Work tool usage
Didn't fit on mobile screens or laptops.
Low
Work tool usage
Didn't fit on mobile screens or laptops.
Low
Work tool usage
Didn't fit on mobile screens or laptops.
business drivers
business drivers
business drivers
Costs
Train & Mentor
Onboarding so complex it required 90 day employee mentor program & training.
Costs
Train & Mentor
Onboarding so complex it required 90 day employee mentor program & training.
Costs
Train & Mentor
Onboarding so complex it required 90 day employee mentor program & training.
Risk
Brand deterioration
Silos, tribal knowledge, work tools not fit -> unmet customer expectations.
Risk
Brand deterioration
Silos, tribal knowledge, work tools not fit -> unmet customer expectations.
Risk
Brand deterioration
Silos, tribal knowledge, work tools not fit -> unmet customer expectations.
< 40%
Usage Rate
Number of users below average for enterprise software
< 40%
Usage Rate
Number of users below average for enterprise software
< 40%
Usage Rate
Number of users below average for enterprise software
Real world cocstraints
Real world cocstraints
Real world cocstraints
Behind the Scenes
Onboarding Challenge
Onboarding Challenge
Onboarding
Challenge
Very quick ramp up; multiple team reorgs
Legal
Constraints
Legal
Constraints
Legal
Constraints
Client blocked access to users for research or testing
Complex System
Super Complex
System
Super Complex System
10's of thousands of data points, more than 21 APis
My approach:
My approach
Collaboration
I was the bridge for cross-functional teamwork
Meetings with the data team inspired information architecture, meanwhile meetings with analytics team helped me build the acceptance criteria.
Collaboration
I was the bridge for cross-functional teamwork
Meetings with the data team inspired information architecture, meanwhile meetings with analytics team helped me build the acceptance criteria.
Design Thinking
I found patterns in unconventional signals
First-hand experience learning process -> understanding & empathy for users; Practical conversations with managers -> gather data on worker mind set
Design Thinking
I found patterns in unconventional signals
First-hand experience learning process -> understanding & empathy for users; Practical conversations with managers -> gather data on worker mind set
Creative Research
I challenged contrants with curiosity
Applied resillence when challenged; Resourcefulness to measure impact; Inspired confidence & showed leadership
Creative Research
I challenged contrants with curiosity
Applied resillence when challenged; Resourcefulness to measure impact; Inspired confidence & showed leadership
Resulting Insights:
CSRs lost trust in internal tools. Tool usage rate was low and the tool experience made work more complex. Users then created workarounds.
After CSRs lost trust in internal tools.
Users created workarounds. Tool license usage was low because they were spread thin. Many varying tool experiences made work more complex.
Wasted time + money
68%
Ramp Up
Delay
Only 42% CSRs could meet performance quota after 30 day training, so I came up with a metric to describe that pain point. "Ramp up delay"
68% needed ~90 day mentoring program to reach proficiency.
Cost: +$400K - $600K annually to extend mentoring plus delayed worker readiness.
68%
Wasted time + money
Ramp UpDelay
Wasted time + money
68%
Ramp Up
Delay
Only 42% CSRs could meet performance quota after 30 day training, so I came up with a metric to describe that pain point. "Ramp up delay"
68% needed ~90 day mentoring program to reach proficiency.
Cost: +$400K - $600K annually to extend mentoring plus delayed worker readiness.
68%
Wasted time + money
Ramp UpDelay
Wasted time + money
68%
Ramp Up
Delay
Only 42% CSRs could meet performance quota after 30 day training, so I came up with a metric to describe that pain point. "Ramp up delay"
68% needed ~90 day mentoring program to reach proficiency.
Cost: +$400K - $600K annually to extend mentoring plus delayed worker readiness.
68%
Wasted time + money
Ramp UpDelay
Customer facing
High
Response
Variance
Unclear system feedback forced CSRs to improvise rather than follow consistent patterns.
Multi million dollar commercial customers complain about inconsistent answers across support interactions. (i.e. Johnson & Johnson, General Mills, Exxon Mobile)
Customer facing
High
Response Variance
Customer facing
High
Response Variance
Unclear system feedback forced CSRs to improvise rather than follow consistent patterns.
Multi million dollar commercial customers complain about inconsistent answers across support interactions. (i.e. Johnson & Johnson, General Mills, Exxon Mobile)
Customer facing
High
Response Variance
Customer facing
High
Response
Variance
Unclear system feedback forced CSRs to improvise rather than follow consistent patterns.
Multi million dollar commercial customers complain about inconsistent answers across support interactions. (i.e. Johnson & Johnson, General Mills, Exxon Mobile)
Customer facing
High
Response Variance
Tool Sprawl
3 Tools
Decision
friction
Fragmented solutions increase cognitive load and consistency.
Workarounds, duplicated effort, swivel chair and inconsistent UX, I found many user licenses not being used. Usage rate lowered to below 40% (Which is the industry standard for enterprise tools - Source).
Tool Sprawl
3 Tools
Decision friction
Tool Sprawl
3 Tools
Decision Friction
Fragmented solutions increase cognitive load and consistency.
Workarounds, duplicated effort, swivel chair and inconsistent UX, I found many user licenses not being used. Usage rate lowered to below 40% (Which is the industry standard for enterprise tools - Source).
Tool Sprawl
3 Tools
Decision friction
Tool Sprawl
3 Tools
Decision
friction
Fragmented solutions increase cognitive load and consistency.
Workarounds, duplicated effort, swivel chair and inconsistent UX, I found many user licenses not being used. Usage rate lowered to below 40% (Which is the industry standard for enterprise tools - Source).
Tool Sprawl
3 Tools
Decision friction
My approach
Collaborative bridge
Design Thinking
Creative Research
Designed to reduce cognitive load & restore confidence
Design esign to reduced cognitive load & restore confidence
Design a system to reduce cognitive load & restore confidence
Challenge
Tools were redesigned. Workflows were not.
Problem Signal
Redesigns failed because they added tools without fixing how users actually worked. Ignoring real user needs led to more tools, more workarounds and less trust.
Redesigns failed because they added tools without fixing how users actually worked. Ignoring real user needs led to more tools, more workarounds and less trust.
Redesigns failed because they added tools without fixing how users actually worked.
Ignoring real user needs led to more tools, more workarounds and less trust.
Key Design Decisions
I built a design system based on Dow's brand themes: collaboration and "Human Element"
I identified design patterns to simplify decision making and restore consistency.
I expressed a design Intent:
Add flexibility for more use cases & enable user customization
I structured interactions to support
multi-step flows on various screen sizes
Results
a majority of employees gave satisfied responses on post launch survey
a majority of employees gave satisfied responses on post launch survey
Amajority of employees gave satisfied responses on post launch survey
86% of CSRs said
86%
CSRs said
"information in the new application creates more agency."
82% of CSRs called it
82%
CSRs called it
"a simple user interface to manage desk activities.
86% CSRs said
"information in the new application creates more agency."
82% CSRs called it
"a simple user interface to manage desk activities.
Challenge
Too Many Tools. Not Enough Clarity
Problem Signal
Problem Signals
Small niche of global users spread across 4 similar tools.
Each tool used < 40% daily usage.
Cluttered desktop with many apps open, inconsistent screen controls, low trust in data.
Small niche of users spread across 4 similar tools.
Tool license used < 40% daily.
User feedback
"Too many apps, its confusing"
"Similar tool inconsistent controls"
"I don't really trust in…"
Key Design Decision
I designed fit into a all of these screens and it integrated with various modern use case scenarios.
I designed fit into a all of these screens and it integrated with various modern use case scenarios.
I designed fit into a all of these screens and it integrated with various modern use case scenarios.
Key Design Decision
I designed fit into a all of these screens and it integrated with various modern use case scenarios.
Single tool fits many user needs
Mulitple devices
As a CSR working across mobile and desktop, "I need synced guidance so I can learn faster and work confidently."
Hands-free companion
Dual monitor work station
Remote Worker
A hybrid CSR, user her phone as a part of the system. If she is by her computer it is like second screen, but often she starts tasks on 1 device and continues them on another.
Her workspace customization are persistent between her phone and her laptop. The consistency has changed the way she uses the other tools now.
View this screen
Single tool fits many user needs
Mulitple devices
As a CSR working across mobile and desktop, "I need synced guidance so I can learn faster and work confidently."
Hands-free companion
Dual monitor work station
Remote Worker
A hybrid CSR, user her phone as a part of the system. If she is by her computer it is like second screen, but often she starts tasks on 1 device and continues them on another.
Her workspace customization are persistent between her phone and her laptop. The consistency has changed the way she uses the other tools now.
View this screen
Results
Before
Usage below 40% monthly active users.
After
Daily usage ↑ 8% 6 week after launch
Daily usage ↑ 8%
6 weeks after launch
Daily usage ↑ 8%
6 week after launch
Challenge
Problem Signals
Difficult systems → inconsistent action
Problem Signal
Problem Signals
Unblocking orders was a frequent high friction workflow.
identify blockers = high cognitive load (40+ codes to recall)
the analysis process involved identifying the code across tons of data that locally saved on to spreadsheets
the resolving action was inconsistent and it was human triggered
identify blockers = high cognitive load (40+ codes to recall)
the analysis process involved identifying the code across tons of data that locally saved on to spreadsheets
the resolving action was inconsistent and it was human triggered
"I had to learn these codes in order to design screens, and it was hard to learn and hard to manage."
Rodney Echols, UX/UI Designer
"I had to learn these codes in order to design screens, and it was hard to learn and hard to manage."
Rodney Echols, UX/UI Designer
"I had to learn these codes in order to design screens, and it was hard to learn and hard to manage."
Rodney Echols, UX/UI Designer
I created a model to remembering the blocker codes.
I created a model to help myself learn the blocker codes.
I integrated own my model as one of the key features in the screen design
Here is why this screen worked
Exception Alert Types
Alert types help CSRs prioritize how urgent, how complex and how costly a blocker can be for their customer;
Instantly focus decision making
Level of Impact Order/Item
The scope of the problem could be used as a filter, (i.e. Single item impacted or Order level impacts multiple items);
Reduce noise on screen with a click
Blocker codes visualized
Symbols reduce the amount of information on the screen;
Single screen = multiple sources of data, applications, etc.
Tooltip Identifiers
Short summary of the exception alert:
Reduces the reliance on human recall
Order Status
Stage the order provided context for the CSR;
Understanding of context of the situation
Order screen with orders
Results
75% reduction in visible data
5-6x faster to scan
3-4x fewer visual elements to process
Decision-ready on a single screen
1 data model = Consistent analysis
5-6x faster to scan
3-4x fewer visual elements to process
Decision-ready on a single screen
1 data model = Consistent analysis
Daily usage ↑ 8%
6 week after launch
Outcomes
Outcomes
Outcomes
Results
Simplifying complex work = Reduced training needs cuts $600K in costs/ 8% unused user license = $4 million in expenses
Solved previous fails
Neglected user input → tool sprawl
→ dispersed users
= tool usage < 40%
Restored Employee trust
Employee survey showed new design fulfilled 86% user expectations
75% less data
Focused screen views, confident decisions, measured impact
Usage ↑8%
in 6 months.
Designed an integrated system, focused usage and reduced waste
Solved previous fails
Neglected user input → tool sprawl
→ dispersed users
= tool usage < 40%
Restored Employee trust
Employee survey showed new design fulfilled 86% user expectations
75% less data
Focused screen views, confident decisions, measured impact
Usage ↑8%
in 6 months.
Designed an integrated system, focused usage and reduced waste
Led 50+ stories 14 months
for Research,UX and Design over as Senior Product design
Led 50+ stories over 14 months for Research,UX and Design as Senior Product designer
Led 50+ stories 14 months
for Research,UX and Design over as Senior Product design
User Adoption Campaign
Created the Finding Diamonds concept and built incentivized interaction
Forward Thinking
Design prototype for an automated supply chain dashboard.
Agile Dev Handoff
Agile Dev Handoff
Key decisions such as assets, defining support and design feasibility
Owned key decisions such as choosing the Font library, defining browser support and