AT&T Retail Buyflow
Retail reps currently use at least four tools (MST, OPUS, CCKM, and Assurant) to execute an upgrade with trade-in. There was an opportunity to increase efficiency through a redesigned experience leveraging AT&T’s Salesforce investment, a CRM that stores info on customer touchpoints and is available across all of AT&T’s channels. (Call center, retail, online.) We engaged in a 10-month program to discover, design, and evaluate the target experience for retail.
Problem
Create a more intuitive and conversational experience for sales representatives. The current process is an amalgamation of multiple tools (4), leading to redundant tasks and high cognitive load for reps. The redesign focuses on centralizing the workflow using Salesforce as a single source of truth, thereby simplifying the device upgrade process for both retail reps and customers.
Process
The process of redesigning the retail buy flow involved over 3 phases of work and several key steps:
Analyzing Existing Processes: We examined current workflows to identify inefficiencies and areas causing high cognitive load for sales representatives.
Defining Objectives: Set clear goals for the redesign, such as reducing redundant tasks, minimizing the number of tools used, and enhancing the intuitiveness of the sales process.
Centralizing Information: Integrate disparate tools and data sources into a unified platform, like Salesforce, to provide a single source of truth for sales reps.
Designing User-Friendly Interfaces: Create interfaces that are flexible, intuitive, transparent, and clear, allowing reps to navigate the sales process naturally and efficiently. We validated decisions through usability testing in each phase to inform the final design which utilizes native iOS patterns and the Salesforce Lightning Design System.
Iterative Testing and Feedback: We Conducted user testing with sales representatives to gather feedback and make iterative improvements to the design during each phase of the work. We interviewed both tenured and new reps to get various perspectives and to try to limit bias.
Implementation and Training: Currently a proof of concept is being built with further updates to come.
View Final Prototype
Solution
We started out focusing on a single line upgrade, and based our work off of things we heard from reps. However when we scaled the workflow to multiline upgrade as well as adding a device trade in, we realized we might need to look at this process modularly. Through usability testing and looking at influences such as Uber Eats and even video game RPG menus we developed a solution that allows the user to create a non linear journey that can ebb and flow just like a conversation. There were a few instances we really honed in on and solved with our design. IT'S DIFFICULT TO UNDERSTAND AND EXPLAIN PRODUCTS AND SERVICES The info disseminated across the 3+ tools that reps need to check during a single transaction isn't always consistent or accurate. When it is, it's not always surfaced for newer reps to access. IT'S EASY TO SKIP OVER REQUIRED DISCLAIMERS The existing system includes disclaimers, but they're not visually distinct, so reps overlook them. So customers exit the store without the necessary information, and our CSAT scores suffer. UNNECESSARY CALCULATIONS WASTE VALUABLE TIME Reps must track billing by hand when the system doesn't display updates accurately. This leads to long interaction times, customers with misaligned expectations, and negative CSAT scores. THERE AREN'T EASY WAYS TO HELP CUSTOMERS MAKE DECISIONS Nothing in the current tooling assists reps to differentiate between products on a personalized level, or understand how products relate to the customer's account info. With rigid, redundant tooling, reps have specific needed to be addressed. We created a single, coherent flow for reps minimizing the need to jump between tabs and systems. We sought to create a tool that's easy and intuitive to learn which supports reps with various levels of experience no matter which step of the process they are in.
