Understanding Bravida’s customer journey - Summary
Bravida is one of Swedens biggest service and installation company. They offer all numerous types of installations, maintenance and related services to other businesses and also individuals. Bravida is a 100 year old company and they have been able to stay around for so long because they adapt and stay tuned with emerging technology.
In this project, their main goal was to understand their customers perspective when operating within their system. They want several data points and insights from research, that will help design a better way to work with their clients. Also, these data will be used to improve their customer web portal.
Our task was to help our Bravida gather insights and map out their customers journey, also to design suggestions that can help improve their services based on research data.
Bravida's clients are not using the web portal designed to help them place orders and monitor their orders, instead, they prefer calling by phone. Bravida lacks a good understanding of their clients digital customer journey, thus they are not able to efficiently manage this part of client relationship. Once we've identified the real problems and proposed solutions, we have to demostrate the solutions as a digital prototype.
- Get insights into users behaviour, needs and their preferences.
- Finding opportunity areas (key areas) within existing Bravida´s customer portal system based on user research.
- Creating new design solution for improving customer ordering experience
Research & Analysis
The goal of our research is to understand user needs when interacting with Bravida. We also wanted to map their journey throughout, from when they request Bravida's services to when the service has been delivered. This will help us gather the data needed to design a solution.
1. Expert review on the web portal.
We found 11 major usability issues that violates heuristics, the main ones consisting of:
- Lack of a visual hierarchy- (flexibility and efficiency of use)
- Lack of error prevention (error prevention)
- Hard to use interface (match between system and real world)
- User friendly language match between system and real world)
We presented the detailed findings here 👇
View in fullscreen mode for better experience.
2. Competitive analysis on Bravida’s website: Insights
To find opportunity areas and suggestions on what Bravida can do better to improve UX on their website, we looked at the digital interaction options their competitors are offering their clients.
These are insights from the analysis:
What we learned from expert reviews and competitive analysis
Our next step will be to understand user behaviour, their needs and desires in order to make design decisions which could offer value to users of the web portal, and also find ways to encourage more customers to use the service.
3. Customer interviews
In order to improve our understanding of the customers and their interactions with Bravida's system and services, we interviewed several clients currently using Bravida as their service provider. Here are some of the questions asked:
In addition we analyzed one participant navigating through Bravida's current customer portal and took us through the process of scanning through the recent orders, sites and create a new order. The user encountered several issues with this process, the main one being due to a lack of visual hierarchy and therefore it was incredibly difficult to determine what was possible to interact with and not, resulting in several “missclicks”, aligning with our own assumptions about the structure from the expert review.
Synthesising interview data
We created a structured template to several topics according to our interview script. This way we managed to categorize each part from each interview, which made it possible to quickly find specific information, almost like card sorting, but not exactly (I didn’t know much about card sorting at that point in time)
Our aim was to find common patterns that are relevant to our research goals.
We categorized them as:
- Communication through phone or emails gets easily lost because customers cannot update their contact information
- Allow users to edit contact persons list
- Some companies are not adjusted to the digitalization
- The customer portal should have a pedagogical feeling
- There should always be a clear overview
- A system which reduces the cognitive load from the brain. (Some participants mentioned to have a system which contains pre-filled information depending upon facility information)
The data we've gathered so far was used to create a persona to help guide our design decisions and ensure it's solving the right problem.
5. Empathy map
The persona we created helped us dive deeper, after a brainstorm session, we filled up sticky notes to help empathise with the users.
6. Customer journey
We mapped all the insights from our research as a customer journey. This help us present the pinpoints and opportunity areas in a compelling way.
Here's a detailed explainer of the customer journey👇
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We ended this project by formulating an hypothesis, created wireframes and tested this hypothesis. After testing and aligned with stakeholders from Bravida, we created a high fidelity prototype of our solution. As much of this is protected by NDA, contact me if you'd like to know more about this project.
We designed a new product to replace the old customer portal.