Secu-Rita

A conversational interface design  to enhance the customer support experience for Securitas Technology

Duration

5 Months

Team

Sr Digital Marketing Manager
UX Product Manager
3 UX Designers

Client

Securitas Technology

My Role

User Research- Project timeline scoping, Literature review, Competitive analysis, User Research
Analysis - Affinity Mapping facilitation, Data Analysis(call rails)
Ideation - User flow diagram, chatbot flow diagram, prototyping, interface design
Usability Testing - User tests, Usability test analysis

About Securitas

What does securitas technoogy do?

Securitas Technology provides a range of services allowing access control, remote monitoring, intrusion systems, and so on for both commercial and residential spaces. One of their most used security management applications is HQ that allows users to view, remotely monitor their building, and respond to notifications.
SECURITAS WEBSITE

Project Brief

How did we capture the design opportunity and implement a feasible solution?

The onset of the Covid-19 pandemic caused a steep raise (600%) in the number customer service calls creating a problem for the business by an increased customer waiting times, abandoned calls and extensive load on the customer care representatives. In order to navigate this problem we worked on a conversational user interface bot that we saw as an effective and feasible solution to capture user needs and help the business in maintaining the relations with their customers.

the Business Challenge

"Post the pandemic our customer service experience has suffered because of the surge in support calls and shortage of labor. We want to make this experience more seamless for them and provide quick and hassle free alternative. "

IMPACT

Why is this a problem for business and customers

600%
Increase in Customer Service calls Annually
15-20 min
Average wait time
for call response
8/10
Preferred using a
Chatbot
20%
Abandonment of
Calls annually

solution

Hey Rita, Can you help me ?

SecuRita, a conversational UX bot that is smart, humane and helpful.

Sure! here are a few things I can help you with

A good balance of precise and short conversations clubbed with a humane touch.

I can learn your needs and behaviours to assist you better

Schedule and book apartment visit to learn more about the place before confirming.

You can trust me, I will always confirm with you before proceeding

A good balance of precise and short conversations clubbed with a humane touch.

Stop waiting on the 1800-number, just ask me what you want

schedule and book apartment visit to learn more about the place before confirming.

Impact

Why this solution

The design solution greatly balances business goals while delivering features that solve the user needs.

solution impact

process

How did we arrive at the solution

Although the process looks straight-forward, each and every methedology chosen was driven by a lot of constraints and ambiguity in accordance to business goals and user needs

Research/strategizing

Planning the Research Phase

We utilised a UX project canvas to strategize and envision our research phase and agree on the research aim and goals :
1. Understanding the key tasks of users when using the HQ application.
2. Identifying the problem scenarios when users feel the need to call in to customer care.
3. Identifying users familiarity with conversational interfaces and preferences for chatbot vs voice assistants.

This is the project canvas we used for seamless updates and collaboration with the business and other team-members, as we progressed along the timeline of the project we kept populating and updating the canvas.

Research/Domain Analysis

Who are the users and how do they manage their security systems?

In order to understand and get familiarized with how the security management application works, who are hte users and what they need, we started off with exploring certain specific tools used by customers to manage their security application - Securitas HQ application

Users:

Security managers, safety & compliance managers and admins who monitor and control large security systems like, fire alarms, burglar alarms, security cams

Securitas HQ:

HQ is the application used by the admins/managers to monitor, check status and test their systems.Users can also manage different locations and multiple devices here.

CallRail Data

CallRail data helped us understand the most called-up for keywords by users.
We also listned to recordings of custoemrs calls to validate and make sense of the keyword data gathered.

Currently, the users call the customer care number for all their quieries and questions.

Research/User Interviews

Conducting User Interviews

We utilised a UX project canvas to strategize and envision our research phase and agree on the research aim and goals :

6
Total customer
user interviews
2
Stakeholder
interviews
This is the project canvas we used for seamless updates and collaboration with the business and other team-members, as we progressed along the timeline of the project we kept populating and updating the canvas.

Interview analysis

What did the users say?

Post the interviews, the team collaborated to document and assess the statements and conversations we had with the users forming themes and distiiling insights  could help us identify the problems and validate our assumptions.

This is the project canvas we used for seamless updates and collaboration with the business and other team-members, as we progressed along the timeline of the project we kept populating and updating the canvas.

Interview insights

What insights did we distill from the analysis?

The affinity mapping activity helped us convert user quotes and statements into insights that helped us understand their frustrations, needs and goals.

This is the project canvas we used for seamless updates and collaboration with the business and other team-members, as we progressed along the timeline of the project we kept populating and updating the canvas.
View detailed  report
View Prototype

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