mailto:tim@taidlin.com
TAIDLIN.COM
Using Human Centered and Data Driven Design principles and methods, I took to paper creating rough, rudimentary sketches to distill the data collected during discovery and provide visible structure to the suggested approach to improvements in the
T-Mobile S&S CTUX system.
Get thoughts on paper
— sketch it out
I proposed the CTUX strategy, with approval and suggestions we could acommodate either in following phases Using the design software Axure I designed a scaffolding sitemap upon which I constructed interactive wireframes and a low-fidelity prototype to illustrate architecture and nascent interaction models. These deliverables used our two core customer journeys to help guide design, development, Q.A. throughout the delivery process.
Show the vision
Architect a responsive and flexible framework
I drafted approach documentation to guide the principles surrounding information architecture that was both responsive for desktop and mobile, but also flexible enough for users with various permissions, needs, and outputs.
Tablet Architecture
User Type 2 content in the Hero section
Chart 1
Chart 1
Chart 1
Touchpoints
Tasks
Header
User Content
Type 2
Tasks
Chart 1
Chart 1
Chart 1
User Content
Type 1
Header
Touchpoints
Web Architecture
User Type 1 content in the Hero section
Chart 1
Mobile Architecture
User Type 1 content in the
Hero section
Touchpoints
Tasks
Header
User Content
Type 2

Envision the solution: Bring it all into one
Differentiated Treatment
Multi-Channel Customer Engagement
Right Offer Right Time
Next Best Action
Using insights from the earlier research, I began the process of constructing a design approach to address CSR and customer needs. This Customer Touch User Experience portal would leverage new predictive analytics and technologies to harness customer data to engine differentiated engagement services increasing customer satisfaction and engagement efficiency.
What are they currently using
now and how?
I conducted a short heuristic evaluation comparing T-Mobile’s homegrown systems to those of Five9, Genesys, and Twilio, our KPIs indicated significant gaps and opportunities for improvement.

I used the metrics derived from this exercise as one of the guiding inputs to building our approach and plan.
CALL TO
CALL-CENTER
PICKUP &
AUTHENTICATION
NEEDS
ASSESSMENT
TROUBLESHOOTING
HOLD
RESEARCH
HOLD
RESEARCH
FAIL
TROUBLESHOOTING
TROUBLESHOOTING
HOLD
RESEARCH
FAIL
END OF CALL
SUCCESS
Customer Journey Map: What are our users and coustomer doing? What are their pain-points and successes?
Using Human Centered and Data Driven Design principles, I conducted research identifying pain-points in current systems exists for different goals, and highlights opportunities for improvement. Translating our data in to a Customer Journey Map illustrated where the process is successful and where it provided opportunity for improvement
TASKS:
Engage with multiple customers in parallel, quickly and accurately, assisting customers via an antiquated and complex suite of tools.

THE PROBLEM: Too many systems and data spread among them makes for unnecessary complexity to serving her customers.

Disposition: Fragmented
Shiri: Customer/Retail
Service Representative (CSR / RSR)
Brent: Call Center Manager
Tasks:
Maintain overview of call center operations and assist CSRs assist customers with technical, service, billing, or escallation issues

PROBLEM:
No method to understand metrics from overall system health, to granular customer service engagement trends and issues.

Disposition: Busy and relatively cheerful
Jacob: Current Customer
Intent:
Fix Jacob’s phone which is having problems with cellular connectivity

PROBLEM:
Service or device problems connecting to mobile service for calls and texts.
Jacob has limited time weekays to troubleshoot his problem, but that the only other phone accessable.

Disposition: Frustrated
Akari: Potential customer
INTENT
Sign up for new service and phone. Interested in deals, upgrades and accessories with a limited budget.

PROBLEM:
She hasn’t had a mobile contract before and never bought a phone of her own. Her limited budget is a significant factor in her decision.

DISPOSITION: Excited, Nervous
“We [call center] advisors often find it tricky to tackle the maze of different systems, which has detrimental effects on their work.”
“I have to call and then wait forever on hold, then when I get on with anyone new I have to give them all my info again. Then it takes a long time go get to the answer.”
In the Discovery Phase I identified four core user personas representative of users and customers in ~85% of use cases. I used these personas throughout the project as a constant to guide scope and cadence of delivery.
Identify our audience: T-Mobile users and customers
The Problem
Customer Service Representatives use multiple systems accessing siloed data. Customers require the most accurate and comprehensive  solutions, advice, and guidance quickly, clearly, and at the time of their choosing.

The data T-Mobile has available is under utilized to support user and customer needs, increasing user and customer satisfaction and service efficiencies.
“Our team knows it’s necessary to know the answer to every question, but it’s how to find out the answer and relay this back to the customer and add that knowledge for future use that counts.”
— SUSAN C0LLINS, CUSTOMER SERVICE REPRESENTATIVE
T-Mobile had conducted research, but I required more specific, tailored, and user-focused data to craft an informed strategy and delivery roadmap.

I analyzed and parsed through T-Mobile’s previous research of proctor-led workshops and used those findings to craft a fast, 1:1 approach to collecting insight.

I recruited small groups of customer service representatives and T-Mobile customers to conduct brief research using directed and non-directed interviews,  “Guerrilla” usability tests,  and other methods to undertand challenges and opportunies for future users and end customers.
Discovery
“Just use our research. It’s pretty good, but the data might be a little old,” said the client.

I suggested “A new perspective might be valuable. We have scope for two brief workshops that could bring new insights.”

The client responded “Sound like a great idea!”
— WHAT I WISH WAS ALWAYS THE CLIENT’S
RESPONSE TO SIMILAR SUGGESTIONS
The CTUX Team
Angel Vaccaro
HUX (HUMAN EXPERIENCE) LEADER
Tim Aidlin
SENIOR CUSTOMER EXPERIENCE DESIGER
Shreyasi Roy
VISUAL DESIGNER
Shalabh Vyas
SOFTWARE ENGINEER
David St. John
SENIOR DESIGNER
Melissa Strong
DIRECTOR, CLIENT STAKEHOLDER
Audry Palouse
VISUAL DESIGNER
The CTUX Project
As a Senior Customer Experience Design Consultant with Deloitte Digital, I was afforded the opportunity to work with T-Mobile’s Sales and Service group to bring Human Centered and Data Driven Design vision and expertise to delivering a UX design strategy and core deliverables.

This system, the T-Mobile Sales and Service Customer Touch User Experience (CTUX) program,  was designed to
increase customer and employee satisfaction, decrease engagement times, and increase sales, ensuring the customer is using the best services and devices for their needs.
CLIENT:
T-Mobile
LOCATION:
Seattle, WA
PROJECT:
Sales and Service Customer Touch (CTUX)
DURATION:
Aproximately six months
+
CTUX: Customer Touch User Experience