StoreFront

Project Overview

StoreFront is the essential Telecom Customer Service Application designed to empower sales representatives. It streamlines store management and provides the tools needed to efficiently support and maintain customer accounts. With features like onboarding new customers, processing bill payments, and managing plan changes, StoreFront ensures representatives can meet customer needs quickly and effectively.

Strategy

Brand Strategy, UX Strategy

Design

UI/UX Design, Art Direction

Client

Confidential

The current StoreFront in-store Telecom Customer Service Application features a complex and often non-linear workflow for essential services, including bill payments, account modifications (new/additional lines), product sales, and service-specific applications (e.g., home 5G, trade-ins). This complexity leads to:

Increased average handling time (AHT) for retail store associates.
Frustration for both customers and employees due to prolonged service times and navigation errors.
Higher training costs and a steeper learning curve for new store personnel.

The Solution

Design and implement a simplified, intuitive, and task-based workflow within the Customer Service Application to reduce the average transaction time by 50% and improve employee satisfaction with the tool, thereby enhancing the overall in-store customer experience.

Scroll

During the initial week of the project, I conducted in-depth user research by visiting company retail locations. I interviewed a store manager and subsequently met with store sales representatives who are the primary users of the iPad web application.

This research provided a deep understanding of the application’s current challenges in supporting customers and the time involved in support workflows, particularly concerning the merged support modules.

I also gathered external perspectives by interviewing friends about their own customer service interactions.

Key Findings

The interviews confirmed the core functions of the application: customer support checks, onboarding, bill pay, service/number additions, new mobile sales, in-store pickup, product exchanges, and new home internet setup.

The most critical insight identified was two-fold: excessive application loading times and a complex information architecture that made key options difficult for sales representatives to locate quickly.

My interviews with the store manager and sales representative provided critical, detailed information. This foundation allowed me to successfully create the resulting personas and journey maps.