SAINSBURY's BANK - CUSTOMER SUPPORT

Reworking the customer support section of the website.

Background

Sainsbury's Bank's website customer support had not been created within a scalable framework of standardised information architecture and template designs. This made finding and understanding the information provided time-consuming and frustrating, and the bank was experiencing steady increases in calls to their call centre.

Objective

Enable self-service for customer support via the website, thus reducing volume of calls to the call centre.

Approach

Client brief

Discuss with the client the problem and business impact, and what success would look like.

Research

Website customer support review and content audit.
Interview call centre staff, and review analytics reports to ascertain what problems were driving the biggest number of calls to the call centre (and identifying those that could be self-served online).
Deep-dive into the customer support section of the site, using identified test cases as test scenarios and plot my experiences when trying to satisfy the query via self-serve online.
Competitor audit to ascertain what kind of online support users would be used to experiencing; and executing the same scenario testing across the best sites.
Informal usability tests across the same test scenarios with users loosely aligned with existing personas, watching for steps taken and issues faced and then discussing their expectations and other experiences.

Define

Identify key personas driving call volumes and map their online needs, behaviours and problem-points.
Create an experience strategy.

Design, Test and Iterate

Rework information architecture and create a sitemap
Run and moderate sketching sessions with the wider team to identify a wide range of interface approaches.
Assess and disseminate research and design inputs to create initial sketch designs.
Create Axure prototype.
Initial informal testing of Axure prototype and iterate designs with learnings.
Collaborate with a visual designer to update the prototype.
Formal testing of prototype with key persona types against consistent test cases. Collaboration with usability testing company to create test plan, execute tests and write summary findings.
Update prototype, finalise annotations and hand off to the client.

Outputs