Solution

I spearheaded a comprehensive redesign of agent-facing transaction screen flows, creating a dynamic, context-specific guidance system. Our vision prioritized clarity, efficiency, and accuracy, fundamentally reimagining the agent's interaction model. The new solution empowers agents with scripted workflows and dynamic text guidance, reducing ambiguity and cognitive load. They now access timely, relevant information, minimizing external searching.

Challenge

Our customer service representatives (CSRs) struggled with inconsistent data, complex processes, and a platform lacking real-time guidance. This fueled high agent turnover, frustrated customers, and costly errors, including client penalties. The system's reliance on knowledge articles due to poor guidance forced reactive problem-solving and hindered efficient service delivery.

Overview

Discover

Our journey began with an exhaustive discovery phase, aiming to uncover the fundamental problems plaguing the system. I initiated this by conducting comprehensive heuristic evaluations and system audits across transaction flows. This examination helped us pinpoint specific usability issues and understand underlying architectural challenges, such as the limitations posed by external API data which often prevented us from proactively displaying all necessary information to CSRs.

Simultaneously, our team engaged directly with the users through focused group sessions to gain valuable insights into their pain points, mental models, and the specific breakdowns within their workflows. This led me to facilitate affinity mapping sessions, guiding the team to synthesize this qualitative data into actionable insights.

Our findings revealed critical patterns like the disruptive placement of authentication steps and the pressing need for clearer data presentation. We organized our notes by common themes - Preliminary Check, CSR Prompts & Guidance, Customer Clarifications, and UI considerations.

Affiinity Mapping Exercise

Before: Identifying Usability Gaps

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With a clear diagnosis and an updated user persona in hand, the next phase was mapping comprehensive screen flows from a bird's-eye view to allow us to visualize the user journey and identify commonalities such as overlapping steps between transaction. This exercise directly informed our strategic decision-making regarding the information architecture.

Based on CSR feedback and our user map, we strategically reorganized critical elements; for instance, the authentication step, which previously interrupted the middle of workflows, was logically moved to an earlier point in the flow, improving task continuity. Collaborating closely with product and business stakeholders, we then prioritized Withdrawals and Loans as the priorities for our redesign efforts, as they were high-volume transactions with severe issues.

Strategize

Translating insights into tangible solutions was the focus of our ideation and prototyping phase. I facilitated collaborative brainstorming sessions with our cross-functional team, including product managers, engineers, and business analysts, to generate a wide array of potential solutions. My role then involved creating mockups and interactive prototypes to simulate the new guided experiences. These prototypes were instrumental in allowing stakeholders and users to truly envision the dynamic and contextual workflow.

I also conducted AB tests on a specific part of the flow where we considered breaking the consistent script-like language used throughout the stages of the transactions. This was the summary part where CSRs confirm their entries with customers. We asked CSRs whether they preferred to have a summary table detailing the loans/ withdrawals or whether they wanted to see a script they could read from. Although the table was visually appealing, they preferred having the right language to articulate financial terms and chose the scripted option.

AB Tests

Contextual workflows

Build & Test

After: Addressing Usability Challenges

Heuristic 8 (Aesthetic and minimalist design), we incorporated dynamic text and contextual prompts that cut down on visual clutter, significantly reducing CSR cognitive load.

Heuristic 7 (Flexibility and efficiency of use), we embedded sub-flows, allowing CSRs to access other necessary flows directly from within the current transaction, preventing tab-jumping, errors, and unnecessary increases in Average Handle Time.

Heuristic 6 (Recognition rather than recall) was enhanced through knowledge articles that pop out for convenient reference to additional CSR guidance without tab switching.

This redesign also directly addressed key heuristic violations identified during discovery. Specifically, for:

Heuristic 1 (Visibility of system status), the new design included a clear progress indicators, allowing CSRs to easily track their progress within a transaction.

Heuristic 4 (Consistency and standards), the design leveraged standardized scripts, conditional prompts, and consistent formatting for all input fields throughout each step of the transaction flow, ensuring CSR consistency and reducing errors.

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The strategic redesign of the Service Cloud transaction screen flow is projected to deliver measurable benefits, transforming both operational efficiency and the agent/customer experience.

The streamlined, guided workflows are expected to lead to a 50% reduction in Average Handle Time (AHT), enabling faster inquiry resolution, freeing up agent capacity, and shortening call queues. The standardized language and accurate guidance will also drastically minimize client penalties, directly reducing financial liabilities stemming from incorrect transactions. By empowering CSRs with an intuitive and supportive system, we anticipate Improved CSR satisfaction & retention, contributing to higher job satisfaction and lower turnover rates. Ultimately, these improvements are expected to enhance customer experience, improved loyalty, and lead to stronger brand reputation.

Results

Feedback

"Solyana is an outstanding colleague and a true asset to any team. She exemplifies remarkable leadership qualities and stands out as one of the best UX/UI designers in the industry. Her ability to quickly comprehend complex concepts and effectively train team members is truly admirable. Moreover, her unique approach to organizing ideas, processes, and workflows has proven to be instrumental in the success of large-scale projects, including the redesign initiative. - Sr. Salesforce Administrator

“Solyana is beyond splendid to work with. She’s highly engaged, brings thoughtful design solutions and deeply understands the business needs. Her energy encourages team collaboration in a fun and inclusive way, making the entire process feel smooth and purposeful.” - Sr. Business Analyst

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