At Synthetix I had the opportunity to completely redesign Contact Cloud: the company multi-channel platform for contact centres. Contact Cloud is an AI-driven communication platform with integrated Knowledge base. I have designed the software with both customers and agents in mind in order to offer the best possible tool for a completely scalable and seamless customer experience.
Contact Cloud was re-designed and delivered in 2017 after about 1 year of work. Since then the platform has been integrated with numerous new functionalities and improved features, offering seamless integration within different communication channels, escalation and collaboration solutions as well as its own analytic system.
As lead designer at Synthetix I was responsible for delivering design solutions within a cross-functional team of 6/8 people between product managers and developers. My main role was to support my team within an agile development environment by exploring, ideating, prototyping and testing new solutions.
The company goal was to revisit and replace the older communication platform with a completely new concept based on newer technologies, and more stable and scalable architecture compared to the previous version. Main challenges from the design prospective were to ensure that the new platform was going to still fulfil our clients' main needs, while at the same time improving usability and efficiency within the user's workflow by allowing contact centre's agents:
After the platform was deployed to our clients, we started collecting valuable qualitative and quantitative data directly from our users. Our main sources of qualitative data were:
In addition to our qualitative data, we also kept track of our products' and clients' performances by gathering important insights from our own Analytic system. Within the platform our Analytics was pretty simple initially, with mostly basic insights and overviews of product performances. In time, while working with our clients and understanding better their business requirements, we have learned more about the type of data we needed to be able to collect and show within the system in order for them to access more in-depth insights and relevant information.
The same data became an extremely powerful tool for us in order to help improve the UX of our products and services.
Initially born as "Proto-Personas", created based on assumptions and limited understandings of our real users' needs and motivations, Lizzie and Will became in time our main focus for all of the new functionalities and improvements we delivered within the current platform. By building our hypothesis around the Personas desired outcomes, we worked hard to validate those hypothesis throughout product testing and interviews.
Lizzie and Will represent two very different personality types - almost opposite one another, but which main traits seem to be common and most representative of the contact centres population. Both young (70% of contact centre agents are generally under 35 years old), but with different level of experience and backgrounds:
We crafted and deployed new and improved solutions on regular bases in order to help enhance Agents/Customer interactions within our platform and offer to our clients the ability of serving their customers in the frictionless way possible.
We learned how much our users required an intuitive and easy to use platform which would also help reducing training times, so we focused on usability and understandability. We understood how much they valued being able to customise and personalise their working station - also for accessibility reasons, so we looked into ways to allow them to do so.
Every new idea was of course prototyped and tested before deployment. Amongst the many new features:
In conclusion, during my last 3 years at Synthetix the platform has seen consistent improvements - of course many missteps have occurred along the way, but we've always managed to follow up with successful deliveries at the end.
Yet under continuous development, Contact Cloud, together with the company's client facing products, is currently helping thousands of contact centre agents in the UK and overseas serving over hundreds of thousands of customers every day. It allows Synthetix's clients to offer great online customer experiences and to drive conversions with huge productivity gains and ROIs.