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Client
Thomson Reuters
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My role
Senior Design Director
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Location
Eagan, MN
"Build an Account experience that allows our customers to self-serve in a single location."
While Senior Design Director at Thomson Reuters (TR), my design team was part of a key initiative architecting and building a Customer Success Platform (CSP). Design, Product, and Engineering collaborated in creating a holistic design strategy, scalable design system, verbal styleguide, and a customer migration plan for all TR customers to be moved to this single system, thus allowing TR to sunset 4 legacy platforms that customers had been “pogo-sticking” between to accomplish their tasks, such as: Billing, User Management, and Help & Support.
One core component of CSP was a fully redesigned Account experience for TR customers that offered critical self-service experiences which would in turn reduce customer traffic to overburdened Call Center teams, speed up the order to cash process with online payment options, and support product entitlement for TR's legal and tax software.
Design principles
- Don't let the design get in the way. The user is here to quickly complete a task.
- The visual and verbal style must align with the TR brand.
- Make wayfinding easy so users have a strong sense of place.
- It needs to be a WCAG 2.1 compliant, responsive, component-based design system.
Content principles
- Use vocabulary that relates to the user.
- Don't introduce unnecessary cognitive load.
- Ensure that the language is used consistently throughout the eco-system.
- Our messaging must be intentional, clear, and simple.
The approach
Discovery began with a series of co-creation sessions with customer groups. These deep and detailed conversations allowed us to capture their biggest painpoints and their most urgent jobs to be done (JTBD). My team then created affinity maps, user journey maps, and service blueprints to bring Design, Product, and Engineering together in a shared understanding of what would become the MVP. We were able to quickly jump into wireframing and created prototypes that were tested with customers. The final UI visual comps established the basis of the TRUE Component Library which was used across the entire TR Digital organization and allowed Design and Engineering to reuse these components to rapidly build out new capabilities such as: Support Tickets, Order tracking, and Subscriptions.
My team and I partnered deeply with the Customer Support and Call Center teams to map out a migration communication plan for our customers that provided them awareness and established clear value propositions on the migration plan to the new Account experience. We created a series of A/B tests for the email campaign strateiges so that we could garner the best open and click-through rates.
Success metrics
Within the first year, Account had migrated 100K+ customers and was able to sunset two legacy systems. Year two saw self-service containment at 94%, a 56% adoption of auto-pay, $94M in online invoice payments, and Call Center reduction in call traffic of 40%.
