Case Study: Segra360
Segra360 is a customer portal that helps improve Segra’s customer experience while reducing customer support costs and providing support where it matters most.
Segra, a leading telecom provider on the East Coast, needed a portal allowing customers to submit support tickets easily, pay their bills, and communicate with their account rep in a trackable and efficient way. This new platform would also help reduce customer support costs, streamline communications and processes, and provide a more enjoyable experience for customers.
From the get-go, it was clear what we needed to achieve:
- The design had to be very intuitive for novice office workers to expert technologists as there was a broad spectrum of customers.
- It needed to align with the Segra brand while pushing it further since this was new territory both from customer experience and technology standpoints.
- We needed to ensure we thoughtfully considered every touchpoint and exceptionally executed every detail.
- We needed to reduce the demand on customer support staff by making the experience as self-serve as possible.
Starting with a discovery workshop, I spent time unpacking customer needs and requirements to understand the nuances of their day-to-day.
I followed the workshop with research to understand what their direct and indirect competition was doing well where they were lacking. The analysis allowed us to prioritize our functionality and create an actionable roadmap.
I also defined user personas to understand better who would be using the app and their core needs. Personas are essential because they help me empathize with customers’ pain points.
Afterward, I created a user flow diagram that visualized the flow customers would take as they interacted with the app. Flow diagrams are helpful because they give us an excellent high-level view of the flows and the number and type of screens we’ll need to consider.
Once we had a foundation, I moved into designing over 50 wireframes demonstrating the functionality and flow of each screen across mobile, tablet, and desktop. To do this, I collaborated closely with product managers and technology teams to ensure we considered every scenario and would end up with a polished experience from end to end.
With over 60 meticulously-designed screens, I paid great attention to every detail across mobile, tablet, and desktop experiences. Also, while faithfully representing the Segra brand, I pushed it even further as this type of digital expression was new territory for the brand.
I also created a detailed prototype, allowing us to experience the entire app on a mobile device. The prototype was essential because it uncovered nuances of the experience we had overlooked, allowing us to refine things before we got too far.
The end experience was seamless across mobile, tablet, and desktop form factors. Customers were very pleased with the intuitive way they could interact with Segra by submitting support tickets and getting details on their bills — all without having to pick up the phone or send an email. Internal Segra employees were happy they could now focus on more pressing items rather than spend time searching for emails or trying to organize their tickets in a spreadsheet.
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Being focused on designing apps & SaaS products for many years, I serve brands with big ideas who are passionate about impacting people for good.
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