Telemarketing
Designing on a tight timeline
Overview
Project summary
This client project had a 2-month deadline for design and development of a feature that allows the telemarketing agent to enter call details into a form. This feature had to be embedded into our existing analytics portal, and needs to include a dashboard of: the recommended time of call, cross-sell recommendation, customer purchase history, and existing stock.
Project goals
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Improve relationship: more engaging, time appropriate, and relevant calls
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Increase sales: re-sell existing brands, cross-sell high potential brands
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Re-activate customers: re-engage customers who have not ordered in a long time
My Role
Solo designer who worked closely with the development and data team to deliver client requirements.
Deliverables
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High fidelity designs
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Prototype
Develop
Ideating with requirements in mind
The very initial brief from the product owner was to simply design a table with all the required call information, and a link to a form that the telemarketers would enter the call details on. Below the main table, it was requested that upon selecting each call job, there would be details of the customer's purchase history, as well as the stock availability of the products included in that call job.
However, from a user experience point of view, I thought that this implementation would require the telemarketer to look for information on different windows, and is not ideal. With that in mind, I set out to design a solution that would benefit both the telemarketers and our client.
I decided to combine the "form" element together with the tables displaying customer purchase history and stock availability. This was so that the telemarketer could easily see all relevant information at once while they are on the call.
Deliver
Presenting and gathering feedback
Once the initial design was completed, I walked the project team through it and gathered feedback on technical and timeline considerations. Once it was confirmed that it would be technically possible to build and test it within the set deadline, I worked closely with the business analyst and product owner to nail down key flows and ensure all possible scenarios and cases were accounted for in design.
The final build is available only to registered users. You can interact with the final prototype below.
Next steps
Client feedback gathering
On the client side of things, this project and tool was meant for a short 6-month trial where they would monitor if the tool is able to achieve their project goals. If project goals are achieved, it will serve as a testimony of the efficacy of the tool to be pitched to other clients in future.
Feedback from real users (the telemarketers) will also be valuable to further enhance the user experience.
Key takeaway
Push back when needed
During the project, we had some back and forth with the client on the requirements. One particular request from the client was to make call details editable after the telemarketers have saved them. Both the business analyst and myself thought that this would create a whole new problem of logging who, when, and what has been edited OR pose a serious audit issue for the client in future. As a result, we pushed back on the request and instead implemented a confirmation popup informing the telemarketers that they will not be allowed to edit once each call detail has been saved.