GOLFNOW
Customer Service Redesign
NBC Sports Next
NBC GOLFNOW, a leading provider of golf-related services, identified the importance of improving its customer support website's user experience (UX).
With customers ranging from businesses to individual golfers and internal staff, the previous website, based on WordPress, faced difficulties in accessibility, organizing information, and integrating with Salesforce. To tackle these challenges, NBC GOLFNOW initiated a project to transition the customer support page to Salesforce, seeking to enhance efficiency and service quality.
Disclaimer: Due to non-disclosure agreements with NBC Universal, I am limited in the amount of work I can show.
Team
NBC Sports Next,
Customer Support
Neuraflash
My Role
Digital Marketing & Designer— Research, Interaction Design, Visual Design, Prototyping
Timeline
6 Months
October - March
Objectives
Enhance the UX of NBC GOLFNOW's customer support website across all user segments.
Address accessibility concerns and improve information organization to better assist users and reduce call volume down by replacing the current FAQs.
Seamlessly integrate the customer support page with Salesforce for consistency and efficiency.
Research & Prototyping
Given the confidential nature of the project, external user feedback was not available. Instead, we focused on internal stakeholders, including individuals with varying levels of experience in golf and customer service roles.
Through interviews and observational studies, the project team gained insights into user behaviors, pain points, and preferences. This informed the design process, guiding the development of low-fidelity and high-fidelity prototypes that were tested iteratively with representative user groups to ensure usability and effectiveness.
Design Process
During the design process, we engaged individuals with varying levels of experience in golf and customer service roles to ensure a comprehensive understanding of user needs and pain points. This involved the following steps:
User Observation
We observed how users with some experience and expertise in golf, as well as customer service representatives, interacted with the existing website. This allowed us to identify specific pain points and areas for improvement.
Repeat Evaluation
After implementing design improvements, we repeated the user observation and feedback collection process to evaluate the effectiveness of the changes. This iterative approach allowed us to validate design decisions and make further refinements as needed. Once the design was finalized and validated through user testing, we proceeded with the coding and implementation phase on the Salesforce platform.
Feedback Collection
Following user observation sessions, we facilitated feedback collection sessions where participants shared their thoughts, opinions, and suggestions for enhancing the website's usability and functionality. This feedback was instrumental in guiding the design process.
Iterative Design
Based on the insights gathered from user observation and feedback sessions, we iteratively refined the design of the customer support website. This involved making adjustments to navigation, content organization, and feature placement to address identified pain points and improve overall user experience.
Low & High-Fidelity
Reflection
The iterative design process, involving users with experience in golf and customer service roles, was crucial in refining the customer support website. This teamwork helped us fix issues effectively and make the website easier to use. Going forward, we'll keep an eye on things and make changes as needed to keep the website working well.
