My Role

• I’m the Product Designer. I work closely with UX designer and report to the head of Product on this project.

• Independently researched, Data analysis, Internal stakeholders interview

• Evaluate the visual appeal of the design and the maintainability and scalability of the design

• Analysis Insights & Information Architecture

• Scoping, Design & Iterations

• Co-hosted several User testing with focus group

Research

Desk research: I began my discovery by reviewing case studies on customer service/support for companies like Ikea & Apple; further supplementing the research by reviewing articles and competitor and non-competitor websites. This helped me formulate a good understanding of the basic structure and standards for Customer Service.

Data Analysis: I leveraged Contentsquare to get an understanding of who our users were that were coming to Customer Service, where they were coming from and which pages were they viewing the most.

Stakeholder interviews: I connected with the Customer Service team to uncover any insights they may have in regards to our current Customer Service section (content or structure related) and uncover what sort of queries/issues they receive from customers.

Current design audit/Contentsquare: To answer some of the questions we had, post CS team interview, we did an Audit of our current design and content and pulled further Contentsquare data.

SEO: SEO is also key for Customers to find our Customer service support, from the SEO team report, we found there has could present an opportunity to create more content related to this service and potentially rank for this specific keyword.

As AI became one of the hottest tech topics in 2023, I also use ChatGPT for information gathering and website review in the early stage. This has helped me speed up my research process significantly, allowing me to prepare data and complete analysis within a single sprint.

Pain points & Key takeaways

Lack of Clarity & Visibility
We then gathered and synthesized all of our research data and insights to uncover overarching pain point themes.

Success Metrics

From the key takeaway, the team decided on a set of criteria to judge our success based on the goals of the business and benefits to the users.

• Reduced support costs:
  Reduce the amount of contact Customer Service receives for information that can be easily provided on our website so they can focus on queries that can further support business KPIs

• Increased customer satisfaction:
  Help customers resolve issues self-sufficiently, and quickly find the support they need
  

• Increased visibility of the great services we offer:
  Promoting after-sales services

Design recommendations

Design Workshop

We decide to focus on Return Service as the starting point for all Customer Service pages. I hosted a design workshop with a fellow designer over the course of the project to kickoff the design.

Wireframes & Concept experiment

Based on the ideas created during the design workshop and understanding of the key takeaway, I developed some low-fidelity wireframes that represent the general concept of the experience and main screens.

Next, I divided the entire webpage into several sections and proceeded to design each one of them through multiple attempts.

Visual Design

The visual language of the experience incorporates numerous components of Burberry's customer-facing design system, as well as its new brand visual direction. The screens presented below represent only a small selection of the designs created for the experience.