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Self-Service User Onboarding & Management

RESEARCH  |  SERVICE DESIGN  |  SYSTEM DESIGN  |  UX DESIGN  | BUSINESS ANALYSIS 

Customer Engagement Model.png

Client:

Industry:

Duration:

Bell Customer Engagement Platform

Oil & Petroleum 

9 weeks

My Role in the Project:

  • Competitor Research, User Research, Business Analysis

  • Service and System design thinking to develop an improved Customer Onboarding Experience for Bell's B2B customers

  • High-level wireframes that visualise the user journey

  • Cross-collaboration with Tech SMEs, Business teams and UX designers

  • Creation of initial Business/User requirements onto the ADO board to jumpstart implementation

  • Aligning the solution with different product teams

C.S.I.A.T.D section

Challenge

How might we standardise the onboarding of B2B customers onto the client platform so that repetitive & redundant processes are reduced across teams, and the efficiency of processes can be increased?

Stakeholders

  • B2B Customers (Admin and End-user)

  • Management teams 

  • Sales teams

  • Internal development Team

  • Backend Data Management Team

  • Backend Software Systems

Insights

  • User Registration/Authentication and Activation processes for B2B customers are tedious and time consuming, requiring constant customer support

  • Constant switching between 4 - 5 platforms and communication systems by internal and external users.

  • Too many accounts, usernames and passwords for every product/service resulting in a confusing user experience.

  • Lack of transparency for both external customers & internal teams in tracking progress of the onboarding.

  • B2B customers are heavily dependent on the internal teams for every requirement increasing customer complaints and delayed responses.

Approach

  • Connected with all the client teams, and documented their existing research and user journeys, as there was no availability of time to conduct a design thinking workshop. 

  • Qualitative interviews with different internal teams and stakeholders to understand user needs, goals and challenges.

  • Mapping + validation of  the stakeholder journeys in 3 As-is journey blueprints and analysing opportunity areas.

  • Collaboration and co-creation with the client teams to identify areas of business value creation and potential technological interventions.

  • Developing a high-level customer journey and validation through meetings with the stakeholders.   

  • Creating a service blueprint to deeply visualise the design strategy and to-be user experience.  

  • Supported by business requirements document uploaded onto the ADO board for a successful handover. 

Deliverables

  • ​Three As-Is Design Blueprints.

  • Golden Thread, which is a simplified version of the to-be design blueprint that can be easily shared and followed by the leadership teams.

  • The Golden Thread also helped to kickstart the initial discussion with the stakeholders. 

  • Delivered artefacts like user research insights, behaviour archetypes and pain point tracker.

  • Detailed Service Design Blueprint that define the future solution and next steps of execution.

  • The Blueprint included initial UX design wireframes for both internal and external stakeholder experiences in order to visualise the journey and have a kickstart point for UX/UI design phase.

  • Developed an implementation strategy / timeline 

  • Business Analysis & Requirements documented on the ADO board for effective project management 

Solution

  •  A standard system for onboarding B2B customers onto Bell platform for three different Bell product lines where the B2B customers can quickly activate their product accounts.

  • Increased transparency so that B2B Customers are actively aware of the status of their Bell account throughout the process.

  • Only one set of login credentials for all product platforms.

  • Quick activation/registration of B2B Customer account. 

  • Activation link (with expiry duration) shared via registered email and defined processes to resend links securely in case of expiration.

  • A dedicated B2B customer portal with easy login followed by cohesive layout of Customer account, actions required and user management options.

  • Easy management of end-users on the Customer team by the Customer Admin where new users can be added, removed, and their permissions can be customised.

  • A parallel system for internal teams (Account manager, Sales team, Tech support)  to track the onboarding progress of B2B customers.

  • The internal teams can also manage the customer users and provide support when required.

Business Value

Increase in Revenue

Increase in Customer Satisfaction, Retention Rate and Enagagement

Increase in Employee Satisfaction and Efficiency

 Reduction in Cost

Reduction in the number of Customer Queries & Complaints

Reduction by 95% in Customer Response Time 

  • Through efficient use of technology and automation, B2B customers get regular progress updates of their Bell account processes. This reduces the number of repetitive customer queries, freeing up time for Customer Success Managers to focus on building lasting customer relationships.

  • Developing a single platform - B2B customer portal for onboarding and user management reduces customer frustration and dependencies, and increases customer trust and retention rate. 

  • New approach for login with password-less feature reduces login errors for the users. 

  • By providing the customers with the ability to manage their own users, the wait time is reduced by 95%. This minimises a frequent cause of delay and frustration on a key customer experience

  • The user management system empowers customers increasing internal bandwidth and employee satisfaction.

  • The single platform for communication, automated notifications and reminders reduces internal staff workload and increases efficiency.

Service Design Blueprint

* Confidential document. Can be shared upon request*

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