About This Project
Users
Role on Team
This application is the customer service portal that allows bank customer service representatives to assist customers with account issues, review transaction history, and manually perform customer bank redemptions.
• Primary audience: Bank Customer Service Representatives
• Tertiary audience: Bank managers
As the Product Designer, I collaborated with multiple stakeholders including product owners, project managers, and developers to define requirements for, and create an interactive prototype that could be shown to current and prospective clients.
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As a Product Manager, I worked on the migrating current clients and the implementation of new clients onto the new rewards platform.
The Process
The Problem
The company’s clients, who are banks, want an application for their customer service representatives to easily assist bank customers enrolled into the rewards program.
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My company has previously built a customer service application but it must be redesigned to incorporate new features of the customer-facing rewards platform.
Ideate
One of the company’s requirements is that I leverage as much of the existing client solution, so I evaluate the solution to expose interactions and other attributes that may not work for all clients. I then explore various options that solve the business and customer goals and reuse issues, then narrow to one or two key solutions. I use task flows to determine the flow and voice as the application requests information from the user and their possible responses (conversation first design). This helps inform the flow of the interaction and also exposes moments of friction.
Sketch
I sketch interactions that support the supported scenarios as conversations.
Validate
If possible I test with users, if not I use internal resources. Testing can be done with sketches or prototypes.
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In this case, I was not able to access customer service representatives directly. Instead, I tested with our internal product managers, as they were the ones who were helping to train our client’s customer service representatives and understood their pain points.
High Fidelity
Account Summary landing page where customer service representatives can review all cardholder details including identifying information, program enrollments, and 3X reward category information.
Statement Credit redemptions page for customer service representatives to redeem points for statement credits on behalf of the customer.
Direct Deposit redemptions page for customer service representatives to redeem points for direct deposit on behalf of the customer.
Gift Points redemptions page for customer service representatives to redeem points for gifting points on behalf of the customer.
Points Activity page for customer service representatives to review customer point redemption history.
The Outcome
There was friction between the best user experience for the customer representative portal and limitations with the back-end software design. Additionally, many of the back-end software was owned by multiple teams and created in “silos” so the functionality for similar tasks was quite different.
In the end, all teams involved agreed the new design would be the better user experience and worked to make the changes.