Kayre Michelle Hylton, User Experience Researcher and Usability Professional


The Goal: Determine relevant opportunities in the purchase space, across all channels.

Additional Team Members: Two Researchers and One Information Architect

The Approach:
We first defined what was known about the current purchase process in all channels - including transitions across channels. This was done through studying past research, conducting interviews with Subject Matter Experts, and analyzing sales calls with agents.

Customer and Agent Research
I facilitated interviews with 16 agents (both those who worked in a call center and those who owned or worked in an agency office). Agents discussed the current and ideal purchase experiences, including what strategies were most beneficial to customers and produced the most sales.
One of the other researchers on the project led focus groups with 19 customers total, to discover their current and ideal experiences.

Conceptual Models and Maps
From the agent and customer interviews, we created a conceptual model that illustrated how and when agents were consultative in their sales process, and the benefits and issues from a customer's perspective. We also created six Journey Maps that showed the story of a customer's purchase experience through various sales channels (including switching channels). These maps contextually highlighted positive points, pain points, and opportunities for the aforementioned consultative process.
We also created a model that showed, at a high level, the things desired in an ideal experience, from the perspectives of both customers and agents.

I helped lead a 3-day Opportunities Workshop that involved 33 stakeholders from various parts of the company. The workshop included the following activities:

The team performed an affinity diagramming activity of the problems and solutions that came out of the workshop and identified 10 Opportunity Areas in the purchase space. The areas were ranked based on the weight assigned to the problems that they addressed. The top 5 areas were seen as high impact, and recommendations were made based on solutions that supported those areas.

We also created a storyboard based on the current experience, as well as one that illustrated an improved experience that incorporated solutions from the 5 key opportunity areas.