Flagship App
TL;DR
As the lead designer for Cox's app, I identified the need for a redesign to enhance the customer experience. I used previous research and informal feedback to secure product and business support and budget for a formal redesign. I redesigned the app's UI, features, and architecture to focus on self-service and AI integration. During Cox's brand relaunch, I adjusted my designs to match the new branding and business requirements. The redesign led to increases in MAUs (1.85M to 2.6M), iOS app rating (1.9 to 4.6), and monthly transactions (18% to 29%).
This project showcases my ability to create impactful solutions, collaborate with stakeholders, and launch successful products.
Context
What it is And Who it's For
Redesign Cox's flagship app, serving over 6 million customers across the US. Approached with a focus on self service and AI integration and how the app can support the full customer lifecycle.
My Role
Lead designer for the brand’s flagship consumer app, embedded in an agile development team and collaborating closely with the product owner. I developed solutions based on business stakeholder requests and introduced innovative ideas and feature sets throughout the project.
Goals
- Create a unified experience.
- Update the UI to elevate the brand.
- Secure budget and support from leadership.
Challenges
- Managing competing initiatives from stakeholders.
- Alignment on purpose of the app.
- Fragmented budget, resources, and capabilities across departments.
AI Support & Chat
Proposed Design
Originally, customers had to navigate through multiple layers to complete tasks or find information.The new design uses AI-generated 'Smart Actions' based on date, location, network status, account status, and services. These actions adapt to customer behavior, providing personalized and flexible interactions.
Production
In response to stakeholder feedback, I consolidated the full-screen dashboard to the top portion of the home page. 'Smart Actions' were moved to the chatbot, accessible on both the dashboard and global header. I collaborated with a third-party vendor and the Customer Care team to establish AI guidelines that aligned with the original proposal and overarching strategy.
Quick Glance
Proposed Design
In prior research, I identified a significant pain point for customers in understanding their service status. This often led to customers calling Cox during outages, causing dissatisfaction and straining business resources. To address this, I introduced a simple self-service solution: a persistent status indicator under each service, offering customers a quick glance at their service status.
Production
The service status was relocated to the home screen focus area, enhancing visibility with clear text labels, icons, and color indicators. Additionally, a quick link was introduced for direct access to self-service solutions, aimed at reducing customer support calls.
Digging Deeper
Proposed Design
The service status functioned alongside the global network status. The proposed design included dedicated pages for each service, offering detailed device, data, and self-service information to enhance clarity and reduce calls to the center.
Production
Due to technology constraints, the service status was relocated to the 'Support' page, providing a single view of status for each service line. Dynamic content is surfaced based on various service and connectivity scenarios.
Results
As formal testing and data resources were not available during production, I utilized available metrics and KPIs to measure the success and drive meaningful improvements for app users and the business.
