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PayPal Future State
Customer Engagement Platform 

Mission Statement from Corporate:

Create a seamless, personalized, predictive, and guided experience, to empower our call agents to deliver best in class service, build strong relationships with customers, and to power the digital workforce.

Team Structure:

Team of 7 (1 Director, 4 project managers, 2 UX designers)

Agile process, with a dedicated team of engineers, copywriter, and legal team supporting our initiatives.

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My Role and Contribution:

As the lead UX designer, I was tasked with the concept ideation, strategy, wireframes, and prototype for user testing cycles.

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With the partnership with Blue Wolf, a Salesforce design systems team; I helped facilitate and develop a Salesforce version of our initial prototype, using out-of-the-box (OOTB) features. These two prototypes were then subjected to an intense 2 month long user testing design phase where we asked Call Agents from all the different channels within PP to participate; Goal was to dial in key components and ultimately decide if a partnership with SF was the next step, or build this platform in-house at PayPal.

Current Customer Engagement Tool

The current customer engagement platform is antiquated and unchanged since the beginning days of PayPal, with very little guidance for our call agents. Training time to use this tool effectively averaged 5 months with high fallout rate and dependancies on dedicated support teams. Trial and error was the major reoccurring pattern when using this tool to service PayPal customers.

Developing a starting point

Utilizing what we found from our research teams, and what we know of standard operating procedures for our call agents, we began with documenting and developing robust persona's (Call agents and the many demographics they fall under). From these persona's and distilled user journey's we created rapid prototypes stemming from wireframes and redline documents to initiate a starting point for farther user testing.

Iterative Design & User Research cycles

From our research we found that our call agents wanted a "Quick Glance" of the customer calling in, which would show basic profile and account info as well as the status of unconfirmed issues. This would give talking points that the call agent could now relay to the customer and pave the way to a productive call (address customer satisfaction and retention, lower the call-back rate, solve root cause of current and future problems, lower call time duration).

 

The biggest concern and need from user research was the fact that our call agents felt like they had to play detective all day, diving into transaction histories and case logs to find a root problem. What is the problem??

 

Our vision for this new platform would utilize AI and machine learning to identify the problems, and give exact solutions that the call agent would manage and verify to correct PayPal customer's issues.

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Other wants and needs from user research:

  • Why is the customer calling in? What is the problem?

  • Limit scrolling, especially horizontal scrolling

  • Organize the data sets so I can digest it easier

  • Tell me accurately, how long it will take to solve the problem

  • Give me active guidance and alternative solutions when I get stuck

  • Give me the tools to optimize my daily workflow (team chat, email templates, PP articles, account management tools, software/apps)

  • Give me talking points

  • Give me a way to build customer relations by offering me tools and promotions I can market or gift to customers. If there are any incentives I can give to upgrade or finalize account details, I want to be made aware.

Future State Prototype

Hover over the image to get more details

Salesforce Future State Prototype

This prototype was designed in parallel (with the same hopeful goals) with the in-house version above to see Salesforce capabilities, and to vet with user testing. Design options were limited as we needed to stay within OOTB design components.

Hover over the images below for more details.

Timeline View

A project I was in charge of was the Customer Journey timeline view. The idea was to give our call agents a "layered view" of our customer calling in and make transparent their transaction history, case logs, articles accessed, and keywords they used when interacting with chatbot or search.

Project Outcomes:

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Automation & Efficiency

  • Complaints: Facilitate time savings of 15 seconds per contact in 2020 by automating the identification of complaints and eliminating the need for call agents to manually identify complaints.

  • Executive Escalations: Enable headcount savings of over 12 FTE and additional Executive Escalations cost savings of $105K in 2020 by automating manual tasks and migrating existing automation from attended macros to unattended bots.

  • Remove language barriers for chat teammates so that they can support customers in their native language starting with German Market then Italian market, enabling operational cost reductions.

  • Improve customer experience by enabling call agents to leverage real-time behavioral analytics to modify their behavior to meet the needs of the individual customers; Cogito pilot.

  • Agent Assistance: Create the foundation for the Agent Assistance by building a POC using AI models that leverage machine learning from the call agents messaging experience. [2020]

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Sales Productivity

  • Facilitate a 10% uplift in Sales productivity and contacts handled, enabling increased revenue of $1.4M in 2020

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Foundational (Build foundational components for the future state engagement center)

  • Create the foundation of the Future State Effortless Experience for the Front Office call agents by building a pilot use case.

  • Re-platform PayPal Desktop Application (PDA) to be browser and OS agnostic, enabling multi-tenancy for CTI expansion into additional PayPal Adjacencies to leverage intelligent routing and automation opportunities to dive efficiency gains.

  • Genesys: Mitigate overall risk exposure from invoicing errors of up to $250K per month, and prevent data loss/latency contributing to up to $350K per day by automating vendor invoicing process.

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