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REVAMP COMMUNITY

This initiative aims to streamline user interactions, enhance engagement, and foster a sense of belonging among customers by providing a unified space for support, knowledge sharing, and peer-to-peer interactions

Note: To comply with my non-disclosure agreement, I have omitted confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of the platform

Business Goal

Revamping two different community platforms into one single cohesive experience

A Telecommunications giant, previously operated two separate community platforms catering to its FiOS and wireless customers. As an experience designer, my task was to revamping these platforms into a single cohesive community experience. This case study details the process, challenges, achievements, and the proposed second phase of the project.

Problem Statement

Operating two separate online community platforms for FiOS and Wireless customers created several challenges for the client. Users experienced fragmented support and inconsistent experiences, complicating navigation and reducing overall satisfaction. This separation caused duplicated efforts in content management, increased operational costs, and missed opportunities due to disjointed user interactions and brand inconsistency.

Who are the users?

  1. FiOS Customers

  2. Wireless Customers

  3. Community Support Staff

  4. Prospective Customers

  • Individuals using Clients fiber-optic internet, television, and phone services. They seek technical support, troubleshooting advice, and community engagement for these services.

  • Individuals using Clients mobile phone services. They look for assistance with mobile devices, plans, and related issues.

  • Clients support staff who interact with users, provide support, and facilitate community engagement.

  • Individuals considering Client's services who browse the community for information and reviews.

Key Business Priorities

  1. Enhanced User Engagement

  2. Increase Revenue

  3. Reduce the cost to serve

  4. Improve Brand Perception

  5. Unified Experience

  6. Operational Efficiency

  • A more focused and personalized experience will make our community the ideal place for our customers to connect and engage with one another.

  • Providing thoughtful and relevant content recommendations will create a smarter experience that anticipates our customers' needs

  • Will become the primary destination for customers to resolve their issues.

  • Increased engagement from our customer base with our community should positively impact our overall brand NPS.

  • Create a single community platform for all users.

  • Reduce redundancy and streamline platform management.

The proposed solution

Unified Community

  • Single Platform Integration: Merging the FiOS and Wireless communities into one cohesive platform with a unified user interface and experience.

  • Enhanced Navigation: Implementing a streamlined navigation system that allows users to easily access information and support for both FiOS and Wireless services.

  • Integrated Support Resources: Combining FAQs, forums, live chat, and support articles to provide comprehensive assistance across all services.

  • Consistent User Experience: Ensuring a consistent and visually cohesive design that reflects clients brand identity and facilitates a seamless user journey.

  • Community Engagement: Encouraging user interaction and engagement through features like discussion boards, user-generated content, and reward systems for active participation.

Challanges

Revamping two different community platforms into one single cohesive experience

  • The primary challenge was to merge two distinct communities with different user needs and support structures into one unified platform without disrupting existing services. This required careful planning and execution to ensure a smooth transition.

  • Ensuring a seamless and consistent user experience across both communities required extensive design and user testing

  • Safely and accurately migrating user data, content, and support resources from two platforms into one unified system was complex.

  • Managing the transition for users accustomed to separate platforms involved extensive communication and support

Kickoff

Design Thinking Methodology

Using the design thinking approach, we followed these steps:

  1. Empathize: Gathered insights on user needs and challenges through surveys and user feedback.

  2. Define: Identified key problems such as fragmented support and navigation issues.

  3. Ideate: Brainstormed solutions to unify the platforms and enhance user experience.

  4. Prototype: Developed low-fidelity prototypes of the unified platform.

  5. Test: Conducted usability testing to refine the prototypes based on user feedback

Research and Analysis

  1. FiOS Customers

  2. Wireless Customers

  3. Community Support Staff

  4. Prospective Customers

  • Individuals using Clients fiber-optic internet, television, and phone services. They seek technical support, troubleshooting advice, and community engagement for these services.

  • Individuals using Clients mobile phone services. They look for assistance with mobile devices, plans, and related issues.

  • Clients support staff who interact with users, provide support, and facilitate community engagement.

  • Individuals considering Client's services who browse the community for information and reviews.

Ideation 

  1. Enhanced User Engagement

  2. Increase Revenue

  3. Reduce the cost to serve

  4. Improve Brand Perception

  5. Unified Experience

  6. Operational Efficiency

  • A more focused and personalized experience will make our community the ideal place for our customers to connect and engage with one another.

  • Providing thoughtful and relevant content recommendations will create a smarter experience that anticipates our customers' needs

  • Will become the primary destination for customers to resolve their issues.

  • Increased engagement from our customer base with our community should positively impact our overall brand NPS.

  • Create a single community platform for all users.

  • Reduce redundancy and streamline platform management.

Design Phase

  1. Enhanced User Engagement

  2. Increase Revenue

  3. Reduce the cost to serve

  4. Improve Brand Perception

  5. Unified Experience

  6. Operational Efficiency

  • A more focused and personalized experience will make our community the ideal place for our customers to connect and engage with one another.

  • Providing thoughtful and relevant content recommendations will create a smarter experience that anticipates our customers' needs

  • Will become the primary destination for customers to resolve their issues.

  • Increased engagement from our customer base with our community should positively impact our overall brand NPS.

  • Create a single community platform for all users.

  • Reduce redundancy and streamline platform management.

Implementation

  1. Enhanced User Engagement

  2. Increase Revenue

  3. Reduce the cost to serve

  4. Improve Brand Perception

  5. Unified Experience

  6. Operational Efficiency

  • A more focused and personalized experience will make our community the ideal place for our customers to connect and engage with one another.

  • Providing thoughtful and relevant content recommendations will create a smarter experience that anticipates our customers' needs

  • Will become the primary destination for customers to resolve their issues.

  • Increased engagement from our customer base with our community should positively impact our overall brand NPS.

  • Create a single community platform for all users.

  • Reduce redundancy and streamline platform management.

Research and Analysis

We began by conducting a comprehensive competitor analysis, focusing on T-Mobile, AT&T, and other community platforms, followed by a UX audit of the existing FiOS and Wireless platforms.

Extensive user research was undertaken to understand the unique needs of both FiOS and Wireless customers. This involved surveys, interviews, and user behavior analysis through CMI Research, identifying pain points and opportunities for improvement.

Activities

  • ​User Interviews: Conducted in-depth interviews with superusers from both FiOS and Wireless communities, providing insights into user behaviors, pain points, and desires.

  • Surveys: Deployed surveys to a broader audience to validate interview findings and gather quantitative data through CMI.

  • Competitive Analysis: Analyzed community platforms of leading competitors to identify best practices and potential pitfalls.

  • UX Audit- Analyze and evaluated both existing platform and gathered information 

  • Stakeholder Workshops: Held workshops with internal stakeholders to understand business goals, technical constraints, and gather input on user needs.

Research Findings

  • Comprehensive understanding of user needs and pain points.​

  • Identification of key features and functionalities required for the unified platform.

  • Alignment of project goals with business objectives.

  • During the UX audit, we identified the need for easily accessible entry points on the website and MVA to help customers navigate to community portals organically. SEO optimization should be improved to display topic-specific community portal links in search results. Clear communication of login and sign-in processes, transparent identifiers for content consumption, and a strategy for content prioritization were also recommended

  • Competitors are transforming customer support strategies by leveraging community platforms, allowing users to seek peer assistance and reduce the load on traditional support channels, enhancing customer experience.

    • These platforms facilitate knowledge sharing, fostering a sense of community and collaborative problem-solving.

    • They also serve as a direct feedback loop, enabling companies to gather real-time insights for product improvements and innovation.

    • Community engagement strengthens brand loyalty and advocacy, turning customers into brand promoters.

    • Additionally, these platforms generate valuable data insights for analyzing user interactions and market trends, aiding in data-driven decision-making.

    • By utilizing collective user knowledge, competitors achieve cost efficiency, operational scalability, and effective crisis response management.​​

  • Many more insight like these...

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Ideation

Text

Activities

  • Brainstorming Sessions: Facilitated brainstorming sessions with the design team to generate ideas for the unified platform.

  • Affinity Mapping: Organized ideas and feedback into themes and categories to identify patterns and key focus areas.

  • User Personas: During our research we gained more insights through in-depth interviews and surveys about user needs and how it will be used while revamping the community. Through this we were able to develop user personas representing different needs, habits, preferences, tech usage and customer behavior. Developed detailed personas representing different user segments to guide design decisions.

  • User Journey Mapping: Created user journey maps to visualize the end-to-end experience for various user scenarios.

Ideation Outcome

  • Clear vision of the desired user experience.

  • Prioritized list of features and functionalities based on user needs and business goals.

  • User personas and journey maps that served as reference points throughout the design process.

Get Inspired

Early Insights from the Research

  • Brainstorming Sessions: Facilitated brainstorming sessions with the design team to generate ideas for the unified platform.

  • Affinity Mapping: Organized ideas and feedback into themes and categories to identify patterns and key focus areas.

Our Services

The Discovery

Design Thinking Methodology

Using the design thinking approach, we followed these steps:

  1. Empathize: Gathered insights on user needs and challenges through surveys and user feedback.

  2. Define: Identified key problems such as fragmented support and navigation issues.

  3. Ideate: Brainstormed solutions to unify the platforms and enhance user experience.

  4. Prototype: Developed low-fidelity prototypes of the unified platform.

  5. Test: Conducted usability testing to refine the prototypes based on user feedback

Deeper Insights

Design Thinking Methodology

Using the design thinking approach, we followed these steps:

  1. Empathize: Gathered insights on user needs and challenges through surveys and user feedback.

  2. Define: Identified key problems such as fragmented support and navigation issues.

  3. Ideate: Brainstormed solutions to unify the platforms and enhance user experience.

  4. Prototype: Developed low-fidelity prototypes of the unified platform.

  5. Test: Conducted usability testing to refine the prototypes based on user feedback

Design Phase

  • Information Architecture (IA): Developed a unified sitemap that merged the most used features from both communities. Ensured the IA facilitated easy navigation and discovery of content.

  • Wireframing: Designed low-fidelity wireframes to establish basic layouts and interactions. Conducted internal reviews to refine these wireframes based on feedback.

  • Prototyping: Created high-fidelity prototypes using tools like Sketch and Figma to simulate the final product. These prototypes were used for usability testing and stakeholder presentations.

  • Visual Design: Established a cohesive design system that unified the color schemes, typography, and iconography of both platforms. Ensured the design was accessible and reflected the company’s brand identity.

Education

2015-2017

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2011-2014

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2007-2010

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