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Waste Management Customer Service Form Research

 

The Problem


The Call Center was overwhelmed with phone calls from customers needing help. The website was recently updated to do more of the heavy lifting and support the customer support team.
The results were the opposite.

 

 

Understanding and Defining the Problem

The user research identified the following issues that needed to be addressed.

  • Google Analytics confirmed customers were abandoning the form on the website after one-minute or less.
  • Customer Service confirmed a large volume of calls from customers wanting to perform simple tasks; such as pause service, order a new trash container, or change payment methods. These simple functions are what the website form should be managing.
  • Interviews with customers who abandoned the website form and contacted the Call Center complained about the Customer Service Form. They did not understand some of the terms used, and quickly became confused. They (all 20 customer interviewed) became frustrated and left the website
  • Business Customers and Residential Customers were not sure how to use the form to resolve their issues

The Customer Service Form was responsible for the large volume of calls from frustrated customers.

 

Information Architecture

 

The restructured flowchart; fewer clicks, easier to navigate and checks all the boxes for the Nielson Heuristics.

The form was spilt into two parts, A.Business Customers and B. for Retail Customers. This simplified the process. Testing confirmed users were able to accomplish all tasks.

 

The Prototype for Testing

Extensive testing was performed on both groups of users, they were able to accomplish all tasks.