The proposed problem.
During our final year apprenticeship, we collaborated with Securitas Group, a company specializing in leasing security systems. During our kickoff meeting, they highlighted an issue where 70% of customer-reported device problems could potentially be resolved remotely.
Despite having a dedicated remote troubleshooting team (TAC), too many unresolved issues were escalated to the service dispatch team.
Exploration & cause of the problem.
To understand the problem better, we observed 100+ call recordings between customers and TAC agents, and conducted 5+ interviews with TAC agents and our client liaison. The research revealed a communication gap between TAC agents and the customers.
The below TAC agent's Journey Map (while remotely tackling a customer problem) indicated that the problem occurred during their ongoing conversation.
The customer was unable to understand TAC agent's technical vocabulary while the TAC agent was seldom inefficient to retrieve all the details through a phone conversation, this led to tickets being escalated to the service dispatch team more than often. On discussing this with the client and TAC agents, we recognized our core problems as:
Lack of visual information on the device and its problem.
Technical terms being used that led to confusion.
Combining, we formed the problem statement: “ How might we design a remote customer service platform, that increases remote assistance use-cases, by aiding communication between customers and TAC agents?“
Other related problems
Interviews with TAC agents also revealed additional recurring problems, including:
Low connectivity at user locations.
Shortage of TAC agents (or skilled labor).
Too many re-verification attempts due to call drops and changes.
Long wait times on calls leading to customer frustration.
As the research phase neared its conclusion, we developed two personas to facilitate understanding of the decisions being made by both our team and our clients. These personas represented the TAC agent and the customer.
Generating Ideas
To expedite the ideation process, we conducted a competitive analysis of 11 companies. Leveraging online customer reviews containing keywords related to remote service or customer service, we gained insights into user perspectives on these technologies. The analysis unveiled robust customer service technologies, which informed our ideation process.
This approach facilitated a swift ideation session, resulting in the generation of 30 ideas. By employing SCAMPER in an intensive brainstorming session, we narrowed down our focus to three standout ideas poised to address the identified problems.
Idea 1: Video/Image Annotation Chat Application
The first idea entails developing a Chat Application that allows customers to record and annotate videos. This innovative approach directly tackles the primary challenge of improving comprehension through visual aids. This solution emerged as a frontrunner due to its potential to significantly enhance communication between customers and TAC agents.
Idea 2: AR-AI Problem Recognition Application
Another promising idea is an Augmented Reality (AR) application that empowers customers to use their device’s camera alongside descriptions to identify known issues through image recognition and text analysis. This solution leverages cutting-edge technology to streamline problem identification and resolution, offering customers a more intuitive and efficient troubleshooting experience.
Idea 3: Website Questionnaire
Additionally, the website questionnaire features a self-help function, empowering users to attempt to resolve their issues independently before reaching out to Securitas for assistance. This proactive approach aims to enhance user autonomy and reduce the reliance on customer support, ultimately improving overall efficiency and customer satisfaction.
Presenting Ideas, Finalizing Solution
Despite our confidence in our ideas, supported by extensive research, we encountered several constraints during the presentation to our clients and TAC agents. Following the recent acquisition of Stanley Black & Decker Security by Securitas, limited budget, time, and technology assets were revealed as significant limitations.
As a result, we were compelled to rule out all three initial ideas, albeit almost. I proposed iterating on Idea 1 to address the budget, time, and technology constraints. This involved refining it into an image annotation-only application and converting it into a web app for easier user access. This adaptation effectively satisfied the project's limitations while still tackling the core issue of the communication gap through image annotation.
Shaping the Solution
Once the solution was finalized, we proceeded to develop comprehensive user flows, which guided the creation of information architectures and wireframes. Additionally, we conducted cognitive walkthroughs to identify and optimize any overlooked usability issues.
Recognizing the potential complexity of even a seemingly simple solution, we divided the work based on the screens that needed to be developed. In this phase of the project, I took primary responsibility for designing the mobile screens and their information architecture.
Ensuring Brand Consistency
To swiftly establish a cohesive visual design system, I adapted Securitas' existing publicly available design resources. This approach enabled us to closely align the prototype with Securitas' brand identity, despite not having access to a dedicated design system within the given timeframe.
Typography
Given the limited access to company resources, I opted for the font Acronym, which closely resembled the letters of the Securitas Pro Typeface. This choice allowed us to maintain consistency with Securitas' branding while working within our constraints.
Color Palette
We utilized SEC Purple as a primary interaction color, complemented by a balance of white and SEC Navy Blue throughout each page to maintain brand identity consistently.
Iconography
Securitas’ iconography typically features a 2px border radius, internal right angles, and utilizes a set of master icons to derive other icons. Due to limited access to these sets and time constraints, we opted for icons that incorporated similar styles and made changes to them.
The Solution: SecureChat
Core Feature: Image Annotation
The image annotation tool empowers both customers and TAC agents to mark images, crop, and add annotations. This functionality enhances visual comprehension for both parties, thereby increasing efficiency and effectively addressing the communication gap.
Feature 2: One-to-many
TAC agents have the capability to manage multiple user chats simultaneously, facilitating a one-to-many relationship and effectively addressing the shortage of qualified TAC agents. This feature enhances efficiency and ensures that customer inquiries are addressed promptly.
Feature 3: Semi-synchronous
As a chat interface operates on a semi-synchronous platform, it mitigates issues such as drops or disconnections in low-network zones. This ensures uninterrupted communication between customers and TAC agents, even in challenging network conditions, enhancing overall user experience and efficiency.
Testing in a Jiffy
Usability testing involved three experts from the client's team. Two experts conducted an informal expert evaluation, while the third expert assumed dual roles as both the agent and the user, conducting a think-aloud test based on personas and experience. The main objective of the usability testing was to assess the interface and assign a usability score based on the feedback gathered.
Ending Thoughts
A valuable lesson from this project was the importance of having access to the user base, and ensuring that the client recognizes its significance. While we were able to test the idea extensively with TAC agents, the inability to test it with actual customers posed a significant flaw. Although the proposed solution has the potential to save millions of dollars, if customers encounter usability issues, the project's success could be jeopardized. Moving forward, prioritizing direct customer testing will be essential to mitigate such risks and ensure the effectiveness of the solution.
