Consumer Wayfinding and  Self-Help
​​Key Design Studio

Description

Solving problems in the commercial industry can seem really simple sometimes. It's finding the problems that are challenging. For this particular project, there was a big push to reduce call center volume. But why were people calling? Our goal for this project was to find out why were people contacting the call center? What were they trying to do? Why did they call? Why couldn't they help themselves? This project includes defining hypotheses and iterating on solutions to reach business and consumer goals. 

My Role: As lead UX Designer, I took full ownership of the roadmap and outcomes of this project. I developed and socialized research questions and collected relevant qualitative and quantitative data.  I created and presented a hypothesis I was a ruthless advocate for testing and learning around that hypothesis. 

Research Approach

• Interviewed team members who worked in the call center
• Listened to calls
• Analyzed data being recorded by call center analysis tools
• Interviewed KeyBank clients

User Research & Hypothesis Generation

DO | GO | KNOW Hypothesis

After asking a lot of questions and gaining insights from users along with data from call centers, and analytic tools I established our hypothesis and used it to lead a team in building out an information hierarchy for how to help our customers help themselves. 

Hypothesis
DO - Example: Users just want to pay a bill
GO - Example: Wayfinding - How do I know where to find my statement when I need it
KNOW - Example: How do I schedule a financial wellness review

Final Designs
GO - Search functionality. Everyone expects it so why not implement it. It's also a great analytics tool! 

DO - Quick Actions. People just wanted to take action and get on with their day. We used the data we had to build out the most commonly use functions and make those available in various locations. We though of them as grocery store isle caps. 

KNOW - Support Articles & Information Architecture. This one really paid off in the end. It was a huge undertaking, but uncovered a LOT of problematic UX issues and tech debt. 

MyKey Virtual Assistant

Building the "KNOW" content was a massive undertaking. The flow and interaction of each functionality of the entire mobile and web app was documented. This helped uncover a lot of issues, but it also helped establish a large library of content, language, and quick actions. When Key started looking into its virtual assistant. This library was a huge asset to leverage. It became the repository of information when key started building conversational design flows in BotMock to help support the efforts of designing a virtual assistant, MyKey. Our team designed the user flows for customers to engage with MyKey along with supporting the content for its conversational design. 

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