I used data to plan iterative enhancements to a customer workflow used by brand champions.
These changes produced lasting effects that benefited both customers and employees.
Customer Problem
Customers frequently reported issues while trying to use a key workflow. Additionally, there were several usability issues that made the workflow unenjoyable and time-consuming even when there were no errors.
These problems impacted customer users who were positioned to be brand champions. I prioritized improvements to this workflow to support a company-wide strategy to increase renewal rates.
Quantitative Analysis
I reviewed the errors that occurred over multiple weeks, tracking the cause and frequency of each. Based on these data, I identified the highest priority issues.
I worked with the development team to identify immediate fixes, such as more helpful error messages, and long-term improvements to the integration architecture.
Qualitative Analysis
I collaborated with a UX team to create prototype alternatives to the workflow and tested them with customers.
Based on customer feedback, we revised the design to eliminate unnecessary clicks, clarify form fields, and improve the logical flow.
Improved Satisfaction
After all enhancements were rolled out, the frequency of errors was reduced by over 50%, the time to resolution was decreased from days to minutes, and there was a 20% reduction in clicks in the workflow.
I followed up with the customers who had participated in the UX testing, and the feedback on our improvements was extremely positive. We met our goal of improving customer satisfaction—and, as an added bonus, we also reduced employee time spent on support.
An Inside Look
I completed this project at the software company PROS, where I worked as a product manager for four years.
The key workflow that we improved was what customers used to submit an incident to PROS Customer Support. Customers were especially frustrated by errors in this workflow because they already had an issue with their paid products that they wanted to report, but they were unable to do so.
Revising this workflow was the first major improvement I made as a product manager. The relationships I made with customers and their account managers were invaluable to making effective decisions in later projects.
The login page for Connect, the PROS customer support site.