Telephony | UCaaS -
Legacy to Cloud Transformation
I was brought in as a design lead early on during the 'discovery phase' and I led the design and delivery of the Business VoiceEdge Admin Web portal and saw it from the kickoff meeting, to the launch, and through multiple rounds of iteration afterward.
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Customers:
60K + Mid-Market
IT/Telephony Admins
Scope and Duration
Web Portal for Admins
2019 - Present
It's Live!
Comcast Business VoiceEdge
My Role:
Design Lead
Objectives
- Smooth migration of on-premise legacy systems to cloud (OTT).
- Establish Self-service model
- Increase customer base
Key Results:
- Migrate 60K + customers within 2 years of MVP launch.
- Reduce Care Call Volume by 50%
Timeline
Jan 2019
Kick-off
Feb 2020
2022 (Present)
Discovery
Ideation
& User Testing
MVP Launch
(Table stakes)
Measure
& Iterate
Feature enhancements
Improve Onboarding
New
Features
Digitize Pre-Install experience
TEAMWORK
Pre Pandemic Scene
That's me
01
Discovery
I started by talking to our stakeholders - Product and Engineering leads and Senior leadership to understand the business goals and further created a POA (plan of action) to tackle the various aspects of discovery research to help us focus on right problems areas.
Stakeholder Interviews
We identified our key stakeholders from Product, Marketing, Sales, Support, and Executive Leadership to understand each part of the company’s unique requirements and interviewed them to gain insights on
- Key Business Objectives
- Internal and Backstage Processes
- Solution implemented previously that did not work
02
Outcomes
We synthesized all the data from all the 'Discovery Research' activities and presented our key takeaways to our stakeholders to get buy-in and also have a shared vision.
01 | Business Objectives
Clear understanding of Business goals and objectives -
- Migrate all customers
- Increase Sales
We synthesized all the data from all the 'Discovery Research' activities and presented our key takeaways to our stakeholders to get buy-in and also have a shared vision.
02 | Customer Journey
After talking to several teams Sales, Operations, CPMs, Solution Design Engineers, we were able to piece the customer journey together and also identify areas of friction during different touch-points -
PRE INSTALL​
Too many touch-points with Comcast Representatives
ONBOARDING
​
High Care Call Volume on Day-of-Install to setup Call flow.
*We decided to focus and solve for various aspects of Onboarding as it was closely aligned with the Business objectives and could have immediate impact.
03 | Users
User Archetypes
SET IT & FORGET IT​
IT Team is nonexistant or is under resourced, lacks domain knowledge and expertise
KNOB CONTROLLER
Has a dedicated IT Team and wants to control all aspects of Telephony
Top User Pain Points
CALL FLOW​
Customers did not want to setup Call Flow on their own as all the components were disparate features and an unintutive experience.
Top Care Call Drivers
RESET PASSWORD AND VOICVEMAIL PIN
Customers were not able to complete simple tasks like resetting passwords and Pins using the portal as they were not easy to find.
Top Care Call Drivers
04 | Problem Framing
Top 2 Problem areas to focus for MVP
CALL FLOW​
"How might we design the call flow that makes users feel confident while configuring it for the first time?"
Top Care Call Driver
RESET PASSWORDS AND VOICEMAIL PIN
"How might we design the architecture that users can easily find and accomplish simple tasks like these without having to call Care?.
Top Care Call Driver
That's me!
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05 | Ideation and Feedback
Our strategy was to create a landing page to expose some of the commonly used 'Quick Actions' to reduce the Care Call Volume for some of the quick and easy tasks like resetting passwords and voicemail pins.
Low Fidelity wires > Early Concept Testing allowed us to gather feedback early and often to further refine concepts.
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Presenting Research Takeaways
06 | Design Validation
FUN FACT
Launched 33 Usability Tests within 3 years using UserTesting.com
UserTesing.com was a blessing. We tested the usability of most feature candidates before we shipped them off to the dev teams.
07 | Product Roadmap
Our research insights and data informed the roadmap decisions and feature prioritization. I met with our Product and Engineering Leads weekly for roadmap discussions. I also established a 'Continuous feedback' model by hosting a monthly forum to gather early and often feedback from our SMEs (representation from Sales, Care, Ops, Solution Design Engineers, Product and Engineering).
03
MVP Launch
It was quite an accomplishment to launch MVP (Minimum viable product) within just over one year from kick off. We were able to achieve feature parity shortly after that.
Our two big wins were - Simplifying complex features Call Flows and Call Forwarding and the architecture that allowed easy findability.
Simplifying Call Flow
Simplifying with natural language
04
Measure
We launched a survey using the iPerceptions survey tool within the portal experience to continuously collect user initiated feedback for further iterations. We also continued to track against one of our previously identified success metric - reducing Care Call Volume
MEASURING SUCCESS
In the next 6 months from MVP Launch, we track our Care Call Volume.
Care Call Volume had significantly reduced for our top 3 Care Call Drivers -
1. Reset Voicemail PIN
2. Reset Password
3. Add Users
Based on the customer and internal feedback collected we identified few problems areas to further solve for
Problem Framing for iterations
ADD USERS
"How might we enhance the add users flow so that users can add multiple users reducing the time on task?.
ADDING USERS
Customers were required to add one user at a time and was very time consuming to add more than 10 users.
Add Users in Bulk
We were able to ship and launch 'Add Users in Bulk' enhancement shortly after the MVP launch which was a big accomplishment for the team and was very well received by our larger customers.
06
Pre - Install
Experience
With the newly identified problem areas we made space in our roadmap for some feature enhancements - one of them was being able to bulk add users to reduce time-on-task.
05
Feature
Enhancements
With the newly identified problem areas we made space in our roadmap for some feature enhancements - one of them was being able to bulk add users to reduce time-on-task.
Currently Solving For (2022)
Our research synthesis led to identifying problems during the on-boarding (pre-install phase) of the customer experience. We dug deeper into the problem space to understand each and every step and identify opportunities for improvement.
Key Problem Area
There were too many touch points with Comcast representatives and lot of back and forth to get their system set up using various channels of communication. It was hard for internal team members to keep track of all the steps and customers did not have insight into what to expect next in the process.
This led to taking up too much time onboarding a customer which had a bigger business impact.
Key Takeaway
We needed to simplify and remove friction during the pre-install/onboarding phase by providing one place to go to for our customers and internal teams to manage all aspects of on-boarding.
Blue Sky Exploration
Reduced Scope
We are in ideation and concept testing phase for this initiative.
06
Improve
Onboarding
We continued to do research by reaching out to our customers and talking to our internal teams who are on the frontline with customers and identified areas for further improvements to optimize the solution.
07
Retrospect
We continued to do research by reaching out to our customers and talking to our internal teams who are on the frontline with customers and identified areas for further improvements to optimize the solution.