Modernizing Account Management
See how I empowered customers to drive their own account experience.
The Challenge
As a major service provider, Cox allows their customers to register an account with the business. Here, customers can manage a number of elements, such as paying their bill or tracking an equipment order.
Before the redesign, many of these elements were found on their own, separate from the homepage. Based on user research and analysis, it was found that consolidating many of these features would improve the customer experience.
My team was tasked with finding the most effective way to re-organize the interface, without losing the brand identity of the organization.
The Solution
Based on research findings conducted by our partner agency, we were able to determine that using widgets and tabs could increase self-service activity within our customer base.
Drawing on the concept of a “dashboard”, our team explored different ways to arrange these elements to maximize the self-service capabilities of the user.
Through our research strategy, we used card-sorting to illuminate the best way to re-organize BAU settings and incorporate new requirements for the interface.
The Results
Our re-organization and re-design of the interface made waves! Our accomplishments included:
✅ ~14% drop in CS traffic within the first 3 months
✅ ~25% increase in self service tasks completed with no intervention
✅ ~30% increase in service add-ons initiated from MyAccount
Design Approach
Wireframes
After conducting our user research, we began mapping out our interpretation of the most effective architecture.
Prototyping and Refinement
To test our designs further, we brought up the fidelity and created prototypes to introduce users to the dashboard, tabs and widgets.
Delivery
After several rounds of QA, we launched the product update to the customers. It was considered a marked improvement on the previous dashboard and was met with positive feedback
Reflections
With any project, I make notes along the way in order to improve the working relationship between teams. Collaboration is a living and breathing organism!
1. Dashboards can be incredibly complicated, but you don’t need to reinvent the wheel.
2. Simplify language in user testing collateral. Industry jargon can limit the quality and clarity of feedback.
3. It might have been better to test more than 2 versions of the prototype design. How do you find the sweet spot/magic number?
4. User feedback can cause a consciousness shift within insular stakeholder groups. It allows people to reimagine legacy systems.
5. Use this consciousness shift to drive support for innovation!