Helping Spark deliver an improved customer experience by unifying its front-line dashboard experience.
To increase alignment across channels and reduce the time to onboard new staff, DNA worked in close collaboration with Spark’s internal teams to define and design a new, centralised digital experience for front-line staff. This project demonstrated how a rapid human-centred digital design project could deliver high-value improvements and efficiencies to meet the needs of both employees and customers.
Context.
With a front line team distributed across retail, call centres and remote working locations, Spark was seeking ways to optimise and enhance its customer service experience by improving its front-line employee digital experience and tools. Spark approached DNA to conduct a rapid human-centred digital design programme that would map the front line experience, identify and prioritise opportunities to improve, prototype a digital experience, validate with employees and deliver a roadmap of priority features.
With a front line team distributed across retail, call centres and remote working locations, Spark was seeking ways to optimise and enhance its customer service experience by improving its front-line employee digital experience and tools. Spark approached DNA to conduct a rapid human-centred digital design programme that would map the front line experience, identify and prioritise opportunities to improve, prototype a digital experience, validate with employees and deliver a roadmap of priority features.
Objectives.
The objective was to create a unified and streamlined digital experience to enable customer service teams to deliver exceptional service reliably. The technology they were using needed to enable workflows and service, not hinder it. In order to achieve this, we needed to streamline priority processes, put high-quality information at their fingertips and better support the successful completion of customer tasks.
The objective was to create a unified and streamlined digital experience to enable customer service teams to deliver exceptional service reliably. The technology they were using needed to enable workflows and service, not hinder it. In order to achieve this, we needed to streamline priority processes, put high-quality information at their fingertips and better support the successful completion of customer tasks.
Opportunity.
While considering the consolidation of the many internal systems staff currently use, Spark saw an opportunity to deliver rapid value by providing staff with a unified front-door and improving the connectivity of those systems – therefore reducing the need for repeated data entry and the error rate.
While considering the consolidation of the many internal systems staff currently use, Spark saw an opportunity to deliver rapid value by providing staff with a unified front-door and improving the connectivity of those systems – therefore reducing the need for repeated data entry and the error rate.
Approach.
To tackle this project, we adopted a human-centred design approach for the digital experience by developing a detailed understanding of the needs and experiences of the frontline employees, engaging them in the design process from the beginning and testing solutions to ensure desirability and feasibility.
Activity mapping.
We conducted employee research and analysis through activity mapping to gain deep insights into the existing workflows and pain points. We used these insights to inform the conceptualisation, design and development of a unified digital experience to address the identified issues and unlock the objectives.
Prototyping.
We generated multiple concepts by collaborating with the project team and leveraging the insights gathered. Together, we prioritised the highest-impact features and experiences, and a series of concepts and prototypes were generated and iterated with the Spark team. A key part of this exercise was leveraging the Spark design system to develop a desktop interface and design system for the front line aligned with the Spark customer digital experience.
Through user testing with front-line employees, DNA validated the effectiveness of the concepts with clickable prototypes. We observed how front-line employees interacted with the digital experience, collected feedback, and made necessary adjustments to improve usability and address any pain points or challenges. To provide critical context, a series of prioritised customer scenarios were tested, including Fix my Fibre, joining from another provider and bill queries and fixes.
Experience Framework.
DNA collaborated closely with Spark's project team to refine the design, ensure technical feasibility, and prepare for a smooth handover to internal squads for implementation. This involved documentation into an experience framework, development of high-level design guidelines and support to ensure the final product aligned with the intended design vision.
The integration with existing tools and systems streamlines processes reduces manual effort and improves efficiency.
Through user testing and feedback, Spark and DNA validated the effectiveness of the new design and made refinements to ensure optimal outcomes.
The redesigned system offers a unified and intuitive interface, providing customer service representatives with a seamless workflow and easy access to relevant information, resulting in improved customer satisfaction and an empowered front-line team capable of delivering exceptional service.
Client: Spark
Project: Unified Front Line Dashboard
Deliverable: Activity Mapping / UX / UI / Validation