Project Background

Social media has become a primary channel for customer communication, with users increasingly turning to platforms like Twitter, Facebook, and Instagram for support. This shift presents a challenge for businesses, who need to efficiently manage and respond to customer inquiries across these diverse channels. This case study details the design of a social media customer support platform aimed at streamlining this process and improving customer satisfaction.

Project Goals

To design a comprehensive social media customer support platform that enables to face several challenges in providing effective customer support through social media:

Project Problem

Fragmented Communication: Inquiries are scattered across multiple social media platforms, making it difficult to track and manage conversations.

High Volume: The sheer volume of social media interactions can overwhelm support teams, leading to missed or delayed responses.

Real-time Expectations: Customers expect quick responses on social media, requiring businesses to monitor channels constantly.

Brand Reputation: Negative interactions or unresolved issues on social media can quickly damage a brand's reputation.

Lack of Integration: Existing customer support tools often lack seamless integration with social media platforms.

Sparkcentral Conversational UI Interaction

Role and Responsibilities:

As the Lead Product Designer, I was responsible for the end-to-end design of the social media customer support platform.

Discovery and Research: - Conducted user interviews with customer support agents and social media managers to understand their workflows, pain points, and requirements for a social media customer support solution. - Researched existing social media management tools and customer support platforms to identify best practices and potential design patterns. - Analyzed the competitive landscape to identify opportunities for differentiation.

Definition and Planning: - Collaborated with product managers to define the product roadmap, features, and user stories. - Established key performance indicators (KPIs) to measure the success of the design, such as agent efficiency, response time, and customer satisfaction. - Created user personas to represent the target users and their needs.

Information Architecture and User Flows: - Designed the information architecture of the platform, including the navigation structure, content hierarchy, and organization of features. - Developed user flows to illustrate the steps users take to accomplish specific tasks, such as triaging incoming messages, assigning cases to agents, and escalating issues.

Wireframing and Prototyping: - Created low-fidelity wireframes to explore different layout options and user interface elements. - Developed high-fidelity prototypes using tools like Figma to simulate the user experience and test interactions.

UI Design: - Designed the visual interface of the platform, including the color palette, typography, and iconography, ensuring a clean, modern, and professional aesthetic. - Created a design system to ensure consistency and scalability across the platform.

Development and Handoff: - Collaborated closely with the engineering team to ensure the design was implemented accurately and efficiently. - Provided design specifications, assets, and guidelines to the development team. - Participated in design reviews and provided feedback during the development process.s.

Outcomes:

01: Provides a unified interface for managing customer interactions across multiple social media channels.

02: Enables businesses to respond to customer inquiries in a timely and efficient manner.

03: Improves customer satisfaction and brand reputation.

04: Provides valuable insights through reporting and analytics.

05: Integrates with existing CRM and other business tools.

Philadelphia, PA

Resume