Cresta
Smart call center performance management software.
Cresta is a software ecosystem with Generative AI that empowers contact center managers to deliver great services, evaluate team/agents' performance, identify coaching gaps, and streamline them within one easy-to-use interface.
UX TEAM
Zewen Liang – UX Lead (SF)
Olia Volha – Product Designer (Berlin)
Amy Lee – Product Designer (SF)
My Role
Improving various aspects of the Director Product to enhance its performance, user experience, and overall success in the market. Working closely with stakeholders, POs, and engineers to ensure design feasibility and overall alignment with business goals.
01. Director Product Domain
02. Design Process
I was responsible for bridging the gap between the Berlin and the US product design process creating user journeys, information architecture, and prototypes mainly for the Director Domain. Setting up the overall experience while creating a safe environment to collaborate.
03. Intense Learning
It was a time of intense learning regarding business strategy (B2B, SaaS) and asynchronous collaboration in a very quick pace rapidly changing agile start-up environment.
Problem Space
CALL CENTER MANAGEMENT
Management of a call center requires a comprehensive understanding of the current state of the team and each agent to prevent potential issues from escalating. They aim to establish and maintain a high-performing team that consistently achieves excellent outcomes.
MAIN PAIN POINTS
01 How to keep a call center performance stable
02 Overall low agents commitment
03 Customer support goes remote during the pandemic
CASE STUDY
Feature request: Scorecard Builder
TIMELINE
August – November 2022
WHAT IS SCORECARD
A Scorecard is a set of criteria created by a team manager, derived from call transcripts and a Conversation Library. It includes metrics like "customer satisfaction", "call volume", and sentiment. Scorecards help evaluate agent performance, allowing for coaching plans that empower agents to meet their targets, and fostering efficiency.
WHY SCORECARD BUILDER
Generating scorecard templates in Cresta Director was notably inefficient, requiring access to customers' internal tools and databases. It has been a highly requested feature and it has already been integrated into numerous solutions offered by competitors.
THE CHALLENGE
Generating scorecard templates in Cresta Director was notably inefficient, requiring access to customers' internal tools and databases. It has been a highly requested feature and it has already been integrated into numerous solutions offered by competitors.
Agile UX & Co-creation
PPROJECT START
During the second week of my onboarding, I joined the project team that was working in different time zones.
QUICK RESEARCH
Gathering the intelligence about the customer I realized that the tribal knowledge existed only in other people's heads and the number of PRDs within the company.
HANDS-ON
After a quick evaluation of competitors solutions I moved into Figma to get familiar with lo-fi engeneering design proposals to improve.
Customer Personas
A contact center management process involves a diverse set of participants, each representing distinct concerns and objectives. To gain a comprehensive understanding of these diverse characteristics, I have identified and outlined several user personas.
01 Taylor — Contact Center Lead/Director
02 Sarah — Senior Leader/Operations Manager
03 Susan — Contact Center Manager
04 Alex — Agent
The target customers relevant for this use case were Sarah and Susan.
Shaping the CX
After several design iterations, we agreed on the first design version of the scorecard with basic score mapping following three different use cases (text labels, numeric buttons, sentences), which was possible to release for several real customers in the upcoming sprint.
IMPLEMENTATION
The design solution covered several use cases and it was implemented into the working software using short product design and development cycles and released to a few customers for testing and feedback.
USABILITY OUTCOME
The first iteration was still far from being perfect but the customers shared very positive overall feedback about their experience using the brand new scorecard builder. We got plenty of suggestions to adjust the wording and what has to be done in the next iteration.
NEXT UP
The next step was to find a way to indicate conversations that have multiple scorecards. All these scorecards can have different statuses (draft, submitted, etc.) Most of the conversations will be auto-scored, therefore it might be challenging to indicate it in the inbox.
Learnings
This very dynamic and challenging project became a way for me to get to know the team and get familiar with the complex SaaS product eco-system and its customers. Incorporating Agile UX principles into the process of product design while shipping valuable experiences to customers, collecting their feedback, and repeating the short design and development cycles.