Role:
Product Designer
Timeline:
7 months
Team:
Design Manager, PM
Company:
Wegmans Food Markets
Overview:
Wegmans Service Desk staff were juggling 3 overlapping feedback forms, so slow that employees skipped them and customers walked away.
I redesigned the workflow into a single adaptive form, and discovered along the way that the real problem wasn't the interface. It was the data strategy behind it.
My responsibilities:
Research about the existing feedback collection system.
Revamp the workflow.
Collaborate with stakeholders in the process.
Impact:
Monthly feedback volume
Faster to complete, translating directly at the desk.
Months to launch a new system
Forms were painful enough that employees skipped them, leaving leadership blind to store-level issues.
Service desk employees were facing an issue carrying out rest of the responsibilities at their shift.
Shoppers willing to give feedback gave up over the wait.
Every form had overlapping information which employees had to fill again.
Required fields that didn't apply forced staff to type "N/A" just to pass validation, corrupting the data that did get collected.
The Illness form was the worst offender ,invasive, intimidating, refused
I ran moderated usability studies with Service Desk employees to audit the workflow.
The finding reset the entire project: 70% of the form fields were low-impact,
collected at the desk but never used in any follow-up.
I had to dismantle the silos creating the bloat, and presented the audit to Corporate Leadership, Customer Care, and Legal.
Legal team said that they had to follow the regulations for a product not working.
I pulled out a week's data showing how many customers filled out the personal information fields
I showed them the current time it takes to fill the long form.
Presented the quotes said by customers and employees about the personal fields asked.
I started off with designing an information architecture that streamlines the entire feedback collection system.
Understood how the users preferred giving various feedbacks.
Mapped out when a specific fields would open up.
Each field only captures the most important information for customer care center to follow-up.
Each decision below was a trade-off, not a default.
Compliments, the most common feedback, are
the default screen on open
Rather than showing every field at once, the form adapts in real time
Customer care were not following up with service desk employees asking about the product.
Employees would often keep the product with them for weeks or even months.
The product would start stinking with bad smell pollution the service desk area.
Dashboard helps them directly message to the
customer care center asking them about a particular case.
We tracked performance over a 30-day post-launch window. Lowering the barrier
recaptured data that had previously been lost, and a shorter form meant shorter lines
Monthly Feedback Volume
Faster to collect feedback
Months to launch a new system
Design System
SaaS System
UI Design
Built and maintained a design system reducing development cycle from 1 month to 2 weeks.
Retail
Onboarding UX
Redesign
Designed a new loyalty-program flow with 70% of the non-member shoppers agreeing to sign-up.