User Experience Research & Strategy:
Ethnographic research - Field studies
product development
Thought (design) discussions
Sprint Planning
As a UX Researcher I have provided my team with influential insights into day-to-day interaction between the customer and T-Mobile Reps. My findings have helped unlock unseen potential in building the customer relationship by ensuring that our emerging technology was able to increase engagement with both customers and T-Mobile Reps. Through my collaborative effort with my Designers, Business and Technology Partners I was able to deliver actionable results that allowed T-Mobile to continue to become a leader in telecommunications.
Retail Design Sprint
By contributing the insights I gained while conducting Ethnographic Research while visiting T-Mobile stores I was able to provide direction into new product development exploration by addressing pain points throughout the retail experience.
** (the contents of this project are intentionally left blurry in order to protect sensitive T-Mobile documentation.)
1. Affinity Mapping
My Ethnographic field research findings design, business and tech teams we all collaborated on grouping common themes through affinity mapping.
2. Problem Statement
How might we create a tool to help Mobile Experts efficiently right fit the customer, so that we can build trust while making everyone involved feel valued?
Collaborating as a team helped us during our discussions on what the true problem our users were allowing us to study the problem in a systematic way. By defining our problem statement gave purpose towards a research solution to explore.
3. Effort Matrix
Designers, Business & Technology partners worked together to identify and prioritize pain points. The goal of this exercise was to collaborate on deciding level of impact vs difficulty.
4. Identify Key Stakeholders
This exercise allowed our team to utilize various expertise from a Design strategy perspective as well as Business & Technology partners. Together we were able to identify key stakeholders to help jump start product exploration & development within T-Mobile.
5. Persona Discussion
To ensure a human centric approach my team and I discussed the various attributes of both the customer and the Sales Rep persona types.
Using a Sales Rep. persona, Dan, allowed my team to use our knowledge of the retail stores which including my Ethnographic Research experience, into a complete journey. This exercise allowed the team to contribute their expertise while simultaneously ensuring all stakeholders were on the same page. This exercise also allowed a clearer picture of existing painpoints.
Once my team and I had a strong understanding of the in-store purchase flow with all of its pain points we collaborated on creating concept storyboard cards that contained text explaining the concepts reinforced with imagery to allow for the users to best visualize the new concepts and provide useful feedback, providing direction.
6. Journey Mapping
My UX Resarch team leveraged the powerful tool of UserZoom to test the conceptual storyboard cards to various Sales Reps. for timely iterative testing.
Once our assumptions were confirmed or incorrect through UX Research we were able to begin to conceptualize user flow mapping from a service design perspective. From our userflow mapping exercise we put our concept into strong visual representation to tell a clear story of our findings and how they would apply to our customers.
Our Product Design department was able to begin the next phase of wireframe design based off the my user flow mapping and visualization. This Design Sprint for Retail was very instrumental in bringing life to this new experience!
One of the most valuable qualitative methods for collecting data is Ethnography, allowing me to observe social behavior. The data I collect through observations and interviews are then used to draw conclusions about how customers and Retail Reps. function. I really enjoy being able to observe life as it happens instead of trying to manipulate it in a lab. Being able to capture the unpredictability of life allows me to provide stakeholders with real time difficulties for both Retail Reps & the customer. My insights have provided direction into an omni-channel agile environment, allowing opportunity for emerging technologies.
Retail: Upgrade flow captured
Currently T-Mobile's hearing impaired customers require an additional device acquired through Sorenson to aid in phone calls. Sorenson is a Video Relay Service (VRS) that allows the hearing impaired to communicate over a video telecommunication service in real-time. My goal was to capture the current journey of a hearing impaired T-Mobile customer to identify areas of opportunity for a proprietary product that would benefit the hearing impaired community by reducing the burden of an additional device when making phone calls requiring sign language translation.
My goal was to capture the journey of an existing hearing impaired T-Mobile customer to help identify any knowledge gaps. I lead stakeholder meetings and began user interviews with the appropriate audience to help lead an emerging proprietary T-Mobile product.
Focusing on areas of opportunity for both the customer and T-Mobile is where I was able to help lead the journey discussion with stakeholders, allowing for input in knowledge gaps from the business & technology teams.
Current State User Flow
Result: Journey Map captured
While supporting multiple teams at T-Mobile within the customer service and Retail Reps space I identified the best research methods depending on the goals of each study. I applied mix methods research by combining quantitative and qualitative techniques to gain perspective on a problem to provide insights and apply recommendations to provide direction on next steps to the product space.
My research provided T-Mobile's Tech Support Team with a perspective that leveraged both quantitate and qualitative results to identify areas of opportunity to improve the quality of customer service while simultaneously improving the metrics of the Tech Support team. I performed usability studies, card sorting, treejack testing and stakeholder interviews to gain insights and provided recommendations to share with the team working to improve Tech Supports applications.
Usability and A/B testing allowed me to generate reports and formulate recommendations based off of my insights to T-Mobile's messaging team while investigating new product features that allow Customer Service Reps quick and easy access to the tools they need to help customers.
Tech Support Research Project
Customer Notification Visibility (CNV) Research Project
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