OneCEC is a brand new all-in-one customer service platform for the Tesco call centre, consolidating over ten legacy systems into one, intuitive, efficient and reliable platform.
Timeframe - Mar 2019 - Current Role - Senior UI Designer
Timeframe - Mar 2019 - Current
Role - Senior Product Designer
Tesco is the UK's largest supermarket and the third-largest retailer, with 7,000 stores across Asia and Europe. Tesco prides itself in providing the best customer service, with its largest customer service centre based in Dundee, Scotland. The customer service managers resolve hundreds of customer queries daily regarding grocery orders, account information, and Clubcard and in-store inquiries.
Due to the extent of the project, I worked collaboratively with multiple product designers throughout my contract. My responsibilities included - User interviews, Ideation, user flows, wireframes, prototypes, and Sketch UI component library.
Tesco call centre prides itself on providing the best customer service; however, the customer service managers (CSMs) have to use up to ten different legacy systems for every interaction with a customer. The systems are slow, inefficient, and costly and have had little to no design resulting in slow call times (averaging 8.31 minutes) and unsatisfied customers with a 57% customer satisfaction.
The business decided it was time for a brand new, all-in-one platform that could provide the CSMs with all the tools they needed to provide excellent customer service and consolidate all the legacy systems.
The platform is 'OneCEC' (One Customer Engagement Centre).
Due to the scale of the project and dependencies, one legacy system will be implemented at a time, but any depending features from other systems will also be included. The journey begins with Juvo.
Juvo is the internal system for all Online grocery orders made via the website and apps. CSMs can search for customers, and their orders, make amendments, reschedule orders, refund or replace orders and perform various other tasks.
First, we needed to audit Juvo to understand how it worked and how CSMs interacted with it whilst communicating with a customer. We needed to assess all the pages and features and know whether they were all required for the migration to OneCEC.
It was immediately apparent that the system was dated, cumbersome, and lacked clarity or sound user experience. Juvo was very functional and rich with features (In some instances, too many), but they lacked any form of design or finesse which helped the user achieve their desired goals.
From a visual design perspective, the legacy systems were outdated, and there was no clear hierarchy to the design, which inevitably made the user experience difficult to understand.
Once we had fully understood how Juvo worked, I created a basic sitemap structure of pages so we could know if all the flows were required, if we could reduce any and how we could transfer all the necessary pages and features across to OneCEC.
User interviews & Feedback
We wanted to understand how the Customer service managers used Juvo in their daily jobs, so we conducted interviews to discuss how they used it and what worked well. What pain points they experienced so we could eliminate them for the new platform? The CSMs had loads of valuable information, which we documented in an Airtable document accessible to the team.
Ideation & Sketches
We had collected enough information from the CSMs and stakeholders as to what features they required to successfully fulfil any online grocery enquiries. So we conducted an ideation workshop between stakeholders, including development, to develop various solutions.
Proposed User journey
After our Ideation workshop, collectively, we began to draft possible user journey's implementing all the features and requirements from Juvo and the CSM feedback into the OneCEC platform. The concepts were then presented to all stakeholders, including the development team, to ensure feasibility.
After some minor changes due to technical constraints, we continued finalising the user flows to test our concepts with the CSMs.
Low Fidelity Prototype
Based on our concepts from our ideation workshop and signed off user journeys, I created a low fidelity prototype in Axure. This would be used with a select number of CSMs with a variety of experience who primarily work with Juvo in their day to day role.
Once I had completed the Axure prototype for the proposed Juvo integration, we arranged some remote user testing sessions with our Customer service manager's based in the Dundee call centre. This was facilitated by our in-house user research team who guided CSMs through a variety of scenarios to understand any pain points or opportunities missed.
Digital Design Language
Tesco's design system, internally known as the DDL, was extensive, flexible and extremely efficient.
However, because the OneCEC platform was brand new, the DDL didn't accommodate this new product, and it's functionality.
Using the DDL as the foundation to the OneCEC design language, I created a brand new Sketch component library for consistency across the platform, and could be used for future design and enabled development to inspect screens and components via Zeplin.
I built the new OneCEC design system using the Tesco DDL as the foundation, utilising components where possible. As the OneCEC was a colleague facing tool, I had more flexibility in the components and what they could do. I worked closely with the development team when building the library to guarantee technical feasibility.
Hi-Fi User testing
A second-round of remote user testing was conducted to ensure that the final user journey's and design language was suitable and provided the CSMs with the required functionality.
Feedback from CSMs was incredibly positive, and in all the user testing sessions, they approved of the design language, ease of use of the platform and efficiency in which they can fulfil tasks.
Juvo was officially migrated to OneCEC in March 2020 and will be decommissioned at the end of 2020. CSMs have been using the new functionality in OneCEC to fulfil customer grocery queries resulting in decreasing customer call time and increasing customer satisfaction.
Along with Juvo, I have also been involved in implementing additional features to OneCEC including; Contact History and Logging, Clubcard Plus, Delivery Saver, Colleague discount and support for Ireland.
❖ Anthony Eamens 2022©
Anthony Eamens 2020©