A case study from the Master Interface Design Bootcamp by Aela.io
In 2020 the travel industry suffered from several cancellations and delays in flights and hotel reservations due to the COVID-19 pandemic. It caused an increasing demand for refunds that caused an overload of demands for customer service agents to respond. Therefore, the number of complaints also increased, harming the brand's reputation.
It was detected during the research that a dashboard could help agents to better organize the demands and solve the client problems faster.
The main goal of this project is to reduce the number of users on hold while they're calling the customer service agents.
The Double Diamond framework was used as a guide throughout the project.
An increasing number of complaints
Decolar is a Brazilian branch office of Despegar, an Argentinian company focused on selling flight tickets and tour packages through its online platform.
Due to the COVID-19 pandemic, their operating expenses in selling and marketing decreased by 73% in the last quarter of 2020 compared to the same period in 2019. Their gross profit also decreased by 71%.
Overload of complaints
According to Reclame Aqui, a Brazilian website that registers complaints about businesses and services, Decolar's customers are having problems with rescheduling and refunds due to a lack of communication with the agents.
After analyzing the complaints, it was possible to categorize the information and see the most common problems they are having.
FROM THE AGENTS' SIDE
Turning employees' claims into Job Stories
From testimonials found in rating websites such as Indeed and Glassdoor, it was possible to make Job Stories to understand the employees' necessities and how they use the available software.
After categorizing the testimonials, they were divided into two types of outcomes: emotional and functional.
Customer Jobs and main Job to Be Done
From the testimonials, three customer jobs were identified:
• Solve the client's problem with efficiency;
• Access GDS systems (used in the travel industry to schedule flights and accommodations) faster;
• Create tickets for follow-ups.
According to the potential matrix, the most important task is solving the client problem with efficiency. Therefore, the main Job to Be Done is:
Customer service agents need to measure their results and have goals in order to stay motivated and solve problems with efficiency.
MOODBOARDS AND KPIs
According to the problem statement above, two types of dashboards would be helpful in that case:
• An operational dashboard that agents would use to organize the tickets
• An analytical dashboard to measure their results.
Later research for software that uses these types of dashboards helped determine the most important KPIs and the appearance of our dashboard.
COLOR PALETTE AND ACCESSIBILITY
To make sure that the dashboard can be used by everyone, several tests were conducted to make the color palette more accessible.
What I've learned from this project
The most important things I've learned from this project are how to make the interface more accessible and to always listen to different points of view (from clients to employees) to build better products.