Aligned with Customers’ Needs
Problem
At CenturyLink, half of our top ten customer tasks revolved around network performance, including:
Checking for outages
Verifying internet speeds
Troubleshooting connections
Restarting modems
Managing devices
Customers frequently encountered frustrations such as complex workflows, and unclear guidance, leading to increased support calls and diminished user satisfaction. Our customers needed a streamlined, efficient way to address their network issues quickly without the hassle of navigating a cluttered app.
Solution
CenturyLink Mobile App Redesign
To address these challenges, we envisioned the CenturyLink Mobile App as a digital “hub” that would serve as a comprehensive resource for customers, enabling them to resolve their issues within 1-2 minutes. Our primary goal was to align with our customers’ top tasks and reduce support calls by providing a user-friendly interface that delivers actionable solutions.
UX/UI Designer Role:
At CenturyLink, my role was to create intuitive and visually appealing digital experiences that meet user needs and align with business goals.
Approach and Tactics:
1 Collaborative Research:
Reviewed OpinionLab customer feedback and chat logs to identify common pain points.
Engaged with stakeholders and subject matter experts to gather insights.
Studied user flow mechanics through direct interactions with users (Usability Tests).
Analyzed tracking data and conversion metrics to understand user behavior.
Conducted competitive analysis and industry comparisons to benchmark best practices.
2 Addressing Customer Needs:
Developed or enhanced solutions for key customer questions, such as identifying outages, fixing connections, measuring internet speed, restarting modems, and managing devices.
Focused on UI consistency, error resolution, and simplifying complex workflows.
Provided a combination of self-serve data, tools, and guidance, prioritizing actionable solutions and clear answers.
Incorporated visual aids and proactive notifications to enhance user understanding and engagement.
3 Design Enhancements:
Navigation Optimization: Grouped and differentiated navigation elements to improve accessibility and ease of use.
Educational Guidance: Added layers of educational content to guide users through troubleshooting steps.
Visual Aids: Integrated visual elements to help users quickly grasp the status of their network and devices.
Actionable Dashboard: Correlated dashboard data with clear call-to-actions, introducing action chips for quick responses.
Connectivity Visualization: Visually communicated connectivity trends over time to help users understand and monitor their network performance.
Prioritized Data Presentation: Organized table data to highlight the most critical information, reducing clutter and enhancing readability.
Results
The UX redesign of the CenturyLink Mobile App significantly improved network assurance for our customers.
Key outcomes included:
Reduced Support Calls: Streamlined self-service options enabled users to resolve issues independently, leading to a noticeable decrease in support call volume.
Enhanced User Satisfaction: Simplified workflows and clear guidance increased overall user satisfaction and engagement with the app.
Faster Issue Resolution: Customers were able to address their network problems within minutes, aligning with their need for quick and efficient solutions.
Improved Accessibility: A more intuitive and visually consistent interface made the app easier to navigate
Higher Engagement Rates: The introduction of visual aids and actionable dashboards fostered greater user interaction and proactive network management.
By transforming the CenturyLink Mobile App into a modern, user-centric hub, we successfully met our vision of providing a seamless and efficient way to resolve issues, ultimately supporting our customers' needs