Spectrum
Residential Agent Tool Redesign
Empowering Sales Agents with an Optimized Ordering Tool
PROJECT OVERVIEW
Problem
Spectrum’s outside sales agents faced significant challenges during the order entry process, resulting in inefficiencies that negatively impacted their ability to close sales.
Goal
The redesigned tool addressed the critical issues of manual order entry by optimizing data flow, simplifying the package display for easier customer presentation, and ensuring the GIS system provided accurate status updates.
lmpact
The redesign resulted in a substantial improvement in order processing.
Outside sales agents captured 40-45% more orders from locations that previously rejected automation
Reducing automation dependency from 65% to around 46%.
Role
Senior UX Designer
Company
Charter Spectrum
Year
2021
BACKGROUND
Opportunity to Enhance Agent and Customer Experience
When I began this project, my initial assignment was to improve the customer experience for Spectrum’s residential internet and cable TV customer-facing website.
However, during my research, I identified a significant gap that had been overlooked—the tools and workflows used by Spectrum’s sales agents. These systems, crucial to the sales process, were causing challenges, directly impacting both the agent’s productivity and the customer’s experience.
Recognizing the importance of empowering sales agents with better tools, I saw an opportunity to drive a UX design strategy to enhance these systems.
RESEARCH
Interviewing Sales Agents
I began my research by interviewing six new and mid-career outside sales agents. I aimed to gain insight into their process for placing a new order and the various challenges they encounter at different stages that impact sales and the customer experience.
Outlining Moments of Frustation
From the interview findings, I outlined a map showing the emotional highs and lows agents experience while entering new orders.
Identifying Gaps in the System
After mapping the sales agent journey, I conducted a gap analysis to identify where the current system failed to support agents during order entry.
Research Summary
Key Challenges Agents Face:
Agents experienced delays due to load screens, errors in manual data entry, and scheduling difficulties, which resulted in frequent order failures.
Unclear package information made it difficult for agents to explain offerings to customers.
Inaccurate GIS status led to confusion and contributed to failed orders.
Define
Prioritizing Design Opportunities
With a clear understanding of the key challenges, the Product, Design, and Engineering leads approved a product roadmap focused on the following key improvements.
Ensure the GIS system provides reliable information for active or pending orders.
Simplifying the package display allows agents to present options more efficiently.
Eliminate Non-Essential Features allows agents to focus on the most critical steps in the process.
Design Iteration
Exploring Solutions through through Wirefames
Validation with Users
After identifying the design priorities, I created low-fidelity wireframes to address GIS status, package selection, and streamlining features. I presented these wireframes to the Product, Design, and Engineering leads to gather feedback and ensure alignment with priorities and business goals.
I conducted three rounds of usability testing with a small group of Spectrum sales agents. With each round, I gathered valuable feedback and iterated on the designs to ensure the wireframes effectively addressed the agents' pain points and streamlined the order entry process.
Design Refinement
Collaboration with the UI Team
After validating the design solutions, I worked closely with the UI team to refine the high-fidelity designs and ensure they aligned with the design system. We went through multiple rounds of revisions and approval, refining the designs based on feedback from stakeholders and ensuring all components were optimized for functionality and usability.
Deliver
Handing off the Design
After completing the design and validation phases, I handed the final prototypes to the engineering team for implementation. This process involved ensuring that all design specifications, interactions, and features were well-documented and communicated, allowing the engineering team to build the solutions as envisioned.
Conclusion
Design Impact on Sales Agents
Since implementing the redesigned tool, we’ve seen a significant increase in order capture for residential outside sales agents.
An additional 40-45% more orders are being captured from locations previously rejecting automation.
This has led to a drop in automation for residential outside sales agents from 65% to around 46%, indicating the system is now better equipped to handle manual processing, improving order flow and reducing missed opportunities.
