Visual IVR for USAA
With the goal of providing timely yet excellent customer service, USAA wanted to pilot a unique solution that would improve customer service by learning client’s needs while deflecting calls to accelerate satisfaction.
Role & Responsibility
Map USAA’s traditional IVR customer journey to identify inefficiencies.
Design enhanced customer journey integrating virtual assistant interaction, self-service routing and alternative options for all scenarios.
Wireframe low and mid-fidelity prototype for user testing research and validation
Research Goals & Findings
Understand customer’s most common reasons to call USAA customer service.
Identify synergies between call center and appropriate call agent based on customer’s needs.
Learn about the resources call center employees use to properly redirect or address customer’s concerns.
From the research, I learned that most of the reasons customers call is for simple assistance that can be done via USAA app and it is taking up most of call center’s queue.
“Customer’s call to just check their status on a claim when they can easily do it themselves- it takes me 30 minutes.”
UI Designs
Current User Journey
I built a customer journey map depicting the most common calling scenarios and mapped out inefficiencies of USAA’s current IVR.
Initial iterations & Usability Testing
I started off with sketches to layout how a visual IVR should look like and then I moved to mid-fidelity designs. I was given the freedom to freely design outside of the brand’s usual look & feel while maintaining their key style guide.
I created an experiment plan and assessment guide to conducted moderated usability testing sessions with real customers. We evaluated ease of navigation, usability and comprehension on the self-serving options a user can do without having to speak to an operator.
Adding micro animations
Because IVR is already an interruption the animation need to give the user control of their experience
Final Remarks
The recommendations from the usability test suggests that customers prefer to speak to an operator on very specific occasions and also learned that there were ways to self-solve their concerns through the app. We discovered that the app is complex and requires frequent use to understand how to use. This is currently was launched as a pilot and continues to improve.