How usability upgrades helped to set the stage for SaskTel’s digital journey for seamless customer engagement
Project Overview
The project focused on addressing Sasktel's existing user experience, which was marked by a confusing, cluttered, and tedious interface. This poor experience was leading to a high volume of customer service calls, highlighting the need for a major usability and design overhaul.
Challenges
Tedious and Cluttered Interface: The primary issue was that the existing user interface created confusion for customers. This confusion resulted in an overwhelming number of customer service calls, highlighting the critical need for a streamlined, user-friendly interface.
Customer Service Overload: Due to the complex navigation and usability issues, customers frequently resorted to customer service for help. This negatively impacted both customer satisfaction and operational efficiency.
Approach
Workshops with Stakeholders: Workshops were conducted with key stakeholders to understand the primary pain points. This collaborative process helped compare Sasktel’s platform with that of competitors, offering insights into where the interface was lagging behind industry standards. The workshops also laid the foundation for defining the redesign goals.
Design Testing and Proposals: After gathering stakeholder feedback, the team tested several new design iterations. Each design was aimed at simplifying the user journey, improving the clarity of navigation, and reducing friction points that previously caused customer frustration.
Usability Testing and Iteration: Usability testing was conducted in iterations of 5 tests per cycle, allowing the team to gather feedback and quickly incorporate changes. This iterative approach ensured that the new designs were continually refined and improved based on user interaction and feedback.
Results
Improved Navigation and User Experience: The iterative testing process allowed for significant improvements in the platform’s flow, reducing confusion and frustration for end-users.
Reduced Customer Service Calls: As the usability issues were addressed, the number of customer service calls decreased, reflecting the success of the redesign in solving key pain points.
Final Report and Recommendations: A comprehensive report was created, summarizing the findings from the usability tests and the design recommendations. These findings provided Sasktel with clear direction on how to implement the new design and continue improving user experience.
Conclusion
The project led to a much-needed simplification of Sasktel's user experience, directly addressing the issues that had caused confusion and customer service overload. Through continuous testing, iteration, and collaboration with stakeholders, the final design proposed provided a clear, easy-to-navigate solution that aligned with both customer needs and business goals.