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Research
Synthesize
BT HERO
Problem
There are challenges in having a well connected BT Internet for every home in the UK, there have been many complains found on the difficulty of communication with customer service.
Solution
Innovation way to create a decentralised network of BT customers community that supports each other through a reward system set by BT, with various forms of communication.
Project length
4 / 2016 - 5 / 2016,
student project working with BT company for 1 month
Skill
User research (primary, secondary research)
Persona, Site map, User flows, Prototype, Visual design
Ideate
Outcome
Validate
Research
Interviewed with 14 people who bought BT broadband, 14/ 14 users have internet problem. 7/14 users have experience can't find the BT service people in time. 8/14 users have difficulty in solving the issues by themselves. 9/14 users will wait their family come home to solve the issues.
Synthesize
Base on the study, here are the 4 problems I decided to focus on:
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Difficult to find the BT service person through the phone service, it always transfers over 5 times to the final service person.
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Challenge for people live in the country side take the product to the store to fix.
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Difficult to solve the internet problem of BT broadband by themselves.
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Difficult for the BT service people go to the customer's house in a short time, if the customers live in the coutryside.
Persona
To help communicate information about users that I collected during research, I created a provisional persona.
“I love to watch films online or sometimes search some news online. If I can't contact with BT people, I usually wait my son come home to help fix it.”
John, 77, UK
retired junior high school teacher
Behaviour
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Stay at home most of the time.
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Will use internet to watch the news, sometimes watch the films everyday.
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Live with his son and son's wife, but his son goes to work in the day time.
Frustration
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He can't contact to the BT person immediately.
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He can't solve the internet problem by himself.
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He lives too far with the BT service store.
Needs/Goals
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He wants a trusty person come to the house to help fix the internet issues.
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He wants to get the response of support in a short time.
Design strategy
Based on the findings, I start to think the solution for this issue.
What users wants
Someone can fix my internet issue immediately
What BT wants
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Positive referral behaviour
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Good reputation
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Intention to keep subscribing
Concept generation
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Internet broadband problem can be very complex and confusing for people to solve by themselves
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Human brain tends to treat the objects like a person.
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The best way to solve the problem for human is with a person.
Before
After
Task goals
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Fix customers’ broadband with a real person not machine.
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Create a community service to solve the distance problem from service to customers.
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Create a reliable and trust system based on service of “BT HERO
Experience goals
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Feel relax and have a reliable people service.
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Build the customer relationship with BT company.
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Feel making a friend who are good in Internet.
Ideate
Service blueprint
Created this service blueprints to give an organization a comprehensive understanding of its service and the underlying resources and processes — seen and unseen to the user — that make it possible. Focusing on this larger understanding (alongside more typical usability aspects and individual touchpoint design) provides strategic benefits for the business.
Storyboard
Functional map
I created the functional map based on users main feeds, it can focus on two main goal.
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Find out the BT hero in a simple and quick way.
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Reward system and the communication with BT hero.
User can quickly see which BT hero is available and their distance to home.
Users can check the reviews and ranking of the BT hero before choosing him.
Outcome
The concept is called BT HERO, it is a network of people who has internet know how and gained knowledge from BT with other regular customers, and make task support transaction on a monetary basis. BT Hero are loyal customers, well skilled or even BT Employees that have knowledge in creating the right BT home broadband experience. Customer can use BT hero APP to contact the BT hero and see the the closest BT Hero to them for receiving support.
UI flow
In the wireframes, all discussed features were translated into screen-by-screen solutions with a logical flow that interlinks each other. This flow displays from registration to searching the BT hero and review and reward system.
HI-FI UI
Moving forward with the process, I turned my Lo-Fi sketches into Hi-Fi prototypes. Below are the screen comparison showing before and after side by side.
Before
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Users are confused about why asking their home here, because there is already a GPS location on the bottom.
Users are don't know what is the filter's content at the first glance, and it's not convenient have to twice to select the filter.
Users not sure this image can expand and don't know where to click to expand it.
Users are confused about why asking their home here, because there is already a GPS location on the bottom.
After
Add the filter on the first layer, users can see what kind of filter and select directly. The filter types are got from user interview, users think those important to them.
Change the sentence for 'Type the place by yourself' this is the scenario that users want the hero to go to specific place not their current location. Move the search bar closer to the map, they will know what they input will impact the location on map below.
Add the expand icon here, it will be more obviously that users know clicking here to expand the map.
Change the sentence for 'Type the place by yourself' this is the scenario that users want the hero to go to specific place not their current location.
After clicking the hero, the modal pop shows in the middle of the map. Users think it will hide the other heroes on the map and hard for them to search the other one.
Users hopes they can confirm to choose the hero on the first layer directly so they don't need to go to the second layer.
Users can also scroll right and left to see other heroes.
Add the confirm and save button here, it will be more convenient for users who wants to select the hero quickly.
The carousel card can scroll and expand at the same time, users will be confused about this.
Users hope they can see how many reviews for this hero, so they will know how popular he is and easy to compare with other heroses.
Users can see the total numbers of reviews for this hero.
The reviews lists as a long page, it's more intuitive for users to see more reviews just scroll down the page.
It will limit the info in two lines, the extra info can be expanded by clicking 'more'.
Users are wonder where is the hero now even they already know they still need to wait for 10 mins.
With the visual display showing the hero's current location, users will be more relax to wait the hero.
Users think the sentence here is too length.
Some users don't want their name and photo to be revealed at public while giving the comments.
The sentence is more short and positive now.
Users can decide their Identity to be revealed at public or not.
Prototype
Clickable prototype was created to test my ideas and validate the redesign. It was extremely helpful for me to test users on the tasks that I focused on to gain realistic insights, also understand what worked well and what requires further improvement. The prototype only covers the aspects of tasks that I planned to test users on.
Validate
Before
Ability to find the preferred hero
Easy to see the hero's current location
Ability to book the hero's service
Willing to share the comments
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After
Conclusion
The BT company loved how we successfully addressed and resolved many of the existing pain points. In addition, all participants all think BT hero service can solve their wifi issues before. We were excited to show the results of our Hi-Fi validation and have metrics to compare our success rates during the process.