Sorry as a Service

User Experience
Onboarding Design
CLIENT

Sorry as a Service

TEAM MEMBERS

Leo Ah Kun
Andrea Mitchell
Nejal Patel

SKILLS

User Experience, Onboarding Design 

My ROLE

Heuristic Evaluation, Task Analysis, Screen Flow, Design Studio, Paper Prototype, User Testing

PROJECt DURATION

7.5 hour hackerthon

CASE STUDY

The Brief

To redesign the onboarding for new customer support agents whose companies have signed up with Sorry as a Service. Sorry as a Service is a customer retention platform that enables businesses to send apologies, measure, track and optimise their retention activities and reduce churn. They integrate with CRMs through a browser plugin. 

The Solution

For our solution we designed

  • A more informative onboarding email
  • Guided tour for the agent by sending themselves a gift
  • More informative steps to describe the process

Main Challenges

Sorry as a Service makes use of Chrome plugins to scrape information from the CMS interface. This was challenging to convey as most people do not know what a Chrome plugin or scraping means.

Process Highlights

Researching, designing, testing and iterating in 7.5 hours

User Research and Discovery

Heuristic Evaluation

Comparitive Analysis 

As we were focused on redesigning a new onboarding process, we decided to find other services that had similar onboarding processes.

Design

Personas 

To start our design we needed personas focus our design around. Personas are fictional people who are represent a large group of people  summarising their goals and needs. Below are our 2 main personas we focused on.

Alice - Customer Service Manager

Bio
  • Married, has a son aged 12
  • Lives outskirts of the city
  • Likes to go for a coffee with a friend
Needs
  • Empower the customer agents
  • Retain customers
  • Make customers happy
Wants
  • Add value by being personal
  • Build trust with customers
  • Fast process
  • Surprise Customers
Pain Points
  • No personal touch
  • No emotion in the messages

Conor - Customer Service Agent

Bio
  • Sports fan
  • Has been with his girlfriend since college
  • Renting a flat with his girlfriend
Needs
  • Not so clear using it first time
  • Losing customer trust
  • Extra work and learning new system
Wants
  • Have specific gift choices picked out for the customers
  • Be able to see the stage of process
Pain Points
  • No personal touch
  • No emotion in the messages

Our Proposal

We wanted to make the process feel more personal to match the branding identity of Sorry as a Service. To accomplish this we proposed to 

Feature Analysis

Must

  • Show number of steps
  • Visual email
  • Visual onboarding
  • Integrate with CRM explanation
  • Install Chrome plugin on same page
  • Order gift to self
  • How it works
  • Set password

Should

  • Explain plugin
  • Show why needed
  • Gift order review
  • Not using Chrome warning

Could

  • Gifts sent list
  • Invite colleagues
  • Add photo of agent
  • Allow support team to add personalise their interface

Won't

  • Edit/Cancel gifts sent
  • Most recent gifts
PROTOTYPE

Design Studio

We started our design process with a design studio. From the design studio, we came up with the following screen flow

Paper Prototype

We developed an initial prototype and tested it. These are our key findings.

We made a few changes and below is our final iteration

Conclusion

Summary

We have designed a new onboarding process that includes

Next Steps

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