The situation
The BAM (Blue Access for Members) platform, a key tool for Customer Advocates (CAs) and members, faced significant usability challenges. Users encountered multiple clicks to complete tasks, manual data entry, and inconsistent processes. These issues led to inefficiencies, increased call times, and user frustration. The objective was to enhance the user experience by automating processes, simplifying interfaces, and ensuring accessibility.
Tasks
The primary objective was to analyze user stories and identify areas for improvement in the UX/UI design. This included reducing the number of clicks required to complete tasks, automating processes, and ensuring 508 accessibility compliance.
• Automate repetitive tasks.
• Standardize user processes.
• Improve the user interface for both CAs and members.
• Ensure compliance with accessibility standards (508 Accessibility).
Action
Analysis and Findings
Conducted a thorough user story analysis to identify pain points such as multiple clicks, manual entry, and process variances in tasks like password reset, member revoke/reinstatement, and CA member search.
Gathered user feedback and analyzed current workflows to understand the specific needs and challenges faced by CAs and members.
Design Approach
Adopted Google Material Design and iOS Human Interaction Guidelines to ensure a consistent and user-friendly interface.
Utilized React for developing dynamic and responsive components.
Prototyping and Testing
Developed wireframes for current and future state designs.
Created interactive dashboards and mockups focusing on a one-page working concept to minimize CA interaction time.
Conducted usability testing with actual users (CAs and members) to gather feedback and iteratively refine the designs.
Implementation:
Automated password reset processes by generating secure passwords displayed on the screen and emailed to members.
Standardized the revoke/reinstatement process with a single dashboard view, tracking reasons, and automating messaging.
Simplified the member search functionality by integrating intuitive search features and ensuring 508 accessibility.
Enhanced the activity log and member emulation features by adding detailed tracking, date range filters, and download capabilities.
Tagline
The Results
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Efficiency Gains
Reduced the number of clicks required to complete tasks by automating repetitive processes and integrating intuitive search functionalities.
Decreased call times and improved resolution rates for CAs, enhancing overall user satisfaction.
Standardization and Automation
Standardized key processes like member revoke/reinstatement, ensuring consistency and reducing errors.
Automated password reset and messaging processes, which minimized manual entry and potential mistakes.
Improved Accessibility and Usability
Ensured the platform was 508 accessible, catering to CAs with usability challenges.
Simplified the interface with a one-page dashboard, providing a global view and role-based links for easy navigation.
Positive User Feedback
CAs reported a significant improvement in their ability to assist members efficiently.
Members experienced a more intuitive and responsive platform, leading to higher satisfaction levels.
Testimonial
Tim's exceptional skill in the domain of human-centered UI, UX, and CX design significantly elevated the quality of our projects. His contributions were especially critical in projects that involved shaping the strategic design and integrated delivery of our customer experience projects on a global scale. Tim's ability to harmonize business objectives, customer-centricity, and performance-oriented marketing truly sets him apart.
