Service Design: Cell Phone Upgrade
Role
Manager, Digital User Experience & Human Factors Engineering
Project Goals
Increase sales/on-line upgrades
Simplify the upgrade process
Methodology
Analyze - task analysis, content analysis, feature impact, failure analysis
Understand - customer survey (Qualtrics), analyze customer server logs (IBM TeaLeaf, Adobe Analytics), map backend systems
Conceive - experience/journey mapping, affinity diagramming
Design - UI design, appearance models, wireframes, (Sketch, InDesign)
Evaluate - expert reviews, heuristic evaluations, cognitive walkthroughs, moderated laboratory user testing
Results
Streamlined the upgrade process from 14 pages to 8
Eliminated customer pain points
Increased task completion
Increased customer satisfaction
