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CUSTOMER EXPERIENCE TRANSFORMATION (CST) PROJECT

Oil & Gas Industry

Key areas of work

UX Research, UX Design, Interactions, Customer Experience, Customer Feedback Stratedy

Manager

Rajasee Rege

This project was aimed at delivering a seamless Customer Experience for all the touchpoints in the customer life cycle for a major Oil and Gas client's downstream business. 

Team

As a Senior UX designer on the team, I was responsible for handling multiple digital product designs, conduct customer research and create a customer feedback strategy to evaluate product performance. 

Mariya Danawala, Radhika Arvind, Anuprita Kishore, Srishti Kaushal, and Ragini Kacholia.

Date

Jan 2018 - Jan 2020 (2years)

Company

Deloitte Consulting LLP

OVERVIEW

After launching an e-commerce platform globally for our client's downstream business, it was identified that the entire customer experience across the entire customer life cycle was disconnected. To leap into a digital transformation globally posed as a challenge.

THE PHASED APPROACH TO CST

There was a need to define the digital strategy for the Customer Services Organization to forecast the value and benefits associated with pursuing various ideas and initiatives in the transformation program. Following this, a roadmap was constructed that delivered benefits and learnings in a fast and most economical way. We had to test concepts and minimum viable products in a lean startup fashion. Develop and deploy these products and place those in the hands of end customers to measure value and refine strategic priorities as necessary.

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SCAN & DEFINE

Understand pain points, ideate, prioritize and build a business case.

INNOVATE, LEARN & ENABLE

Develop a roadmap, select concepts to prototype, proof-of-concept, and pilot.

INTEGRATE, DEPLOY & SCALE

Deploy code, launch pilot programs, obtain customer and user feedback, and add incremental features / geographies

OUTCOME

Measure impact, institutionalize learnings and incorporate feedback into subsequent releases.

THE DIGITAL FACTORY

To achieve this digital ambition of downstream business transformation, the digital factory was launched. It consisted of various capabilities and design capability was one of them. My team and I worked alongside our stakeholders to conduct research, synthesize the research and conceptualize the design solution.

Formalizing the ideas

During the Innovate, Learn & Enable Phase, major ideas were broken into initiatives that were rapidly prototyped and prioritized. The entire customer journey was broken down into various workstreams and each idea was mapped to these workstreams.

MY ROLE IN THE DIGITAL FACTORY

As a part of the design team, I have participated in multiple acceleration workshops to advocate design and provide user experience recommendations to select concepts or create a proof of concept. Share my workshop experience with the team to brainstorm on different design concepts.  

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OUR DESIGN ETHOS

Proactive

Identifying opportunities

where problems can be predicted.

Reactive

Finding the best possible way of acting in

response to a given situation.

Retrospective

Reflecting on a past situation to improve

future decision-making abilities

The design principles which were identified as a part of the design system were followed across different MVPs to make it cohesive and provide a consistent experience. 

UX RESEARCH & SYNTHESIS

After multiple calls and interactions with the stakeholders, Doblin team in the US and the actual distributors , we received a plethora of information that was synthesized. 

Our research consisted of

  1. Understanding the service design of each business line in fuels and Lubricants value chain.

  2. Understand the customer journey that was identified to improve its customer experience.

  3. Identify the pain points in the current business process.

  4. Roles and responsibilities of the users( Distributors, Direct customers, and internal users)

  5. Pain points and opportunities of each user.

 It was important to document this information as it was shared with multiple teams working on different MVPs to create a connected experience. 

CONCEPT DESIGNS FOR MVPs

I was working on multiple MVPs and each of them belonged to a different touchpoint in the customer life cycle.  following are the various MVP which I have worked on 

  1.  Customer Onboarding

  2. Terminal Speed Pass

  3. Automated Stock Replenishment

  4. Advanced Offer Deployment

  5. Connect Experince

Pilot-1
Pilot-1

Pilot-5
Pilot-5

Pilot-2
Pilot-2

Pilot-1
Pilot-1

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6. Goods Inspection

OVERVIEW

The majority of distributors in North America who purchase their Oil products from our clients use to inspect their goods manually. To report about the damaged goods, the distributor's warehouse operator use to make notes on the sheet of invoice and take pictures of the damaged goods on their cellphones or digital cameras.

THE PROBLEM

These issues with the delivered goods were reported into the system after 3 to 4 days of delivery by a third person. Result of which there were discrepancies in service request details and the request resolution time was in weeks.

UX RESEARCH

My research primarily consisted of stakeholder interviews to gain knowledge of the distributor's current delivery and inspection process. I also went through the past research reports conducted during the initial phases of this program.

My key focus areas were to understand 

  • The warehouse operator's level of tech-savviness.

  • Their process and methods of manually inspecting the delivered products.

  • The roles and responsibilities of the warehouse operator

  • The pain points faced by them during the inspection process.

PERSONA & USER JOURNEY MAP

I tried to gather as much information as possible which helped to create the persona and the current user journey map. I also went ahead and created a future journey map to identify diverse opportunities for this solution. These artifacts were validated with our product owner in person.

WIREFRAMES & DESIGNS

After an entire day's discussion and finalizing the future journey and solution I ideated on the design concepts for an iPad application. Understanding that the users, in this case, were not very tech-savvy and would require guidance to perform the inspection with a device. 

I made sure that the interactions are clean and straightforward which improves the usability of the application. 

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01_Splash screen
01_Splash screen

02_Shipments Page
02_Shipments Page

43_Help
43_Help

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01_Splash screen

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USABILITY TESTING

A clickable prototype was created and shared with the onsite team to do usability testing with the warehouse operators. The feedback received on the designs was very positive. It helped us identify the details that were missing on the shipment info and users were able to perform majority of the task.