One Click Standardization
One Click Standardization
Role: Experience Strategy, Product Management, UX/UI Design, Visual Design
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Overview
One Click enables customers to complete tasks with one click of a button. Standardizing the user experience for the One Click product will enable associates to efficiently self-serve One Click experiences. Results from the standardization strategy laid the foundation to grow the product to additional digital channels and contributed to an overall customer satisfaction score of 95%, 2.5M tasks completed and a YOY growth of 34%.
5 Steps, 35% Conversion
1 Step, 99% Conversion
Challenge
Associates building frictionless messaging experiences for our customers didn't have the tools needed to effectively guide them without extensive consultation from the One Click product and design teams.
Opportunity
Identify opportunities for tools that will empower associates to efficiently build self-service experiences while also adhering to One Click standards and enterprise design system guidelines and best practices.
Gain qualitative learnings from customers to understand customer expectations around One Click experiences to inform self-service guidelines for different categories of experiences.
Lay a foundation for growing one click beyond email into other digital channels to meet customers where they are with experiences that anticipate their needs.
Strategy
Whiteboarding helped with initial brainstorming to break down the complexity of the problem. Using a double-diamond experience framework allowed me to organize how I approached the opportunities that were identified. I also prioritized areas to standardize that would make the biggest impact on enabling associates to self-serve One Click experiences, while delivering new tools and features based on business goals.
Standardization & Governance
Customer experience standardization
Associate Tools
Process improvements
Customer Research
Gain qualitative research to understand customer sentiment around friction, aftercare expectations and channel preferences
Channel Innovation and Growth
Growing One Click to Enterprise push notifications
Self-service associate experience in Salesforce Marketing Cloud
Standardization & Governance
Customer Experience Standardization
By standardizing the customer flows, I could also make it easier for the associate to create the message.
One Click was already being utilized in email, but the flows were not optimized to scale. By creating new channel-agnostic patterns, associates could choose what worked best for their experience without extensive consultation from our team.
Evaluating existing experiences helped me to identify common patterns and develop two core user flows that would support all One Click experiences across channels and platforms. These patterns would also create consistency in how the customer interacted with the product.
One Click Flow
One Click Flow
Customers can complete actions with just one click for simple Yes/No experiences. This pattern is the north star and accounts for the majority of One Click experiences.
Progression Flow
Progression Flow
If completing an action in one click doesn't make sense for the experience or isn't an option due to legal and compliance, an additional step to get customer consent has proven to improve conversion for task completion.
There were so many benefits to standardizing the experience including eliminating arbitrary uniqueness, making it easier to scale to additional channels and encouraging cross-channel adoption while creating consistency and improving speed to market.
Associate Tools
I created the following tools first, which educated associates on creating frictionless experiences while also starting to free up time for the One Click team to innovate on future product features.
Design Kit
I developed a design kit in Figma which acted as the front door for designing One Click experiences. The kit contained approved global patterns, flows and other design resources to guide initial CX planning. The tool also supported the vision to enable scalability as associates looked to leverage One Click in their experiences across channels.
Content Standards
I then partnered with content design to establish standards to support associates in creating scalable experiences. These standards focused on providing context, reducing cognitive load and orienting customers to frictionless actions.
One-Pagers
As a definition of done, I created one-pagers to guide associates on different aspects of creating One Click experiences for our customers.
Process Improvements
By partnering with the messaging governance team, I re-documented the associate process for building One Click experiences which allowed us to identify opportunities and find efficiencies in multiple areas including:
Incorporating new tools our team had built
Document institutional knowledge
Reduce the execution steps from 16 to 9
Identify opportunities for a smoother transition into self-service messaging
Increase speed to market
Enable One Click growth into additional digital channels
The 5Es framework (Entice, Enter, Engage, Exit and Extend) informed the associate journey and uncovered improvement opportunities.
Measuring Associate Experience
To align with experience standards being developed across the design organization, I planned to measure associate experience using Happiness, Adoption and Task Success (HAT) from the Google HEART framework. This would allow me to measure the helpfulness of the tools and artifacts I created for associates.
Customer Research
In collaboration with the research team, I developed a strategy to deliver qualitative customer insights that focused on customer sentiment of frictionless experiences, aftercare expectations and their comfort level across a range of scenarios and channels. Understanding customer expectations around One Click experiences would inform self-service guidelines for different categories of experiences.
Research
My research partner interviewed six participants using a moderated concept test through UserTesting.com. Participants were asked to think aloud as they reacted to the prototypes I designed and answer questions defined in the research script.
Outcome
I participated in note-taking for all six sessions. Synthesis from the notes uncovered learnings and themes to inform the customer experience & design patterns.
Channel Innovation and Growth
Expanding One Click outside of the email channel would enable us to meet customers in their channel of choice. By building relationships with channel subject matter experts through core hours and 1:1 check-ins, I gained clarity on channel opportunities and limitations for how One Click could be incorporated across channels.
By partnering with each channel, I contributed One Click standards to their source of truth based on enterprise design best practices and provided a centralized status list with resources in the design kit. This initial discovery gave me the information to create mockups which allowed our team to gain the buy-in needed to expand One Click to more channels and platforms.
Growing One Click to Enterprise push notifications
The first channel I explored was push notifications. Historically, integrating One Click into this channel required a unique and bespoke template for each solution. I partnered with product and tech to develop a modular template design with documentation. This would allow associates to create notifications with one-tap capabilities that have less arbitrary uniqueness and more consistency across other channels.
Self-service experience in SFMC
In order to support Capital One's destination state for marketing emails, we wanted to integrate One Click into SFMC Journeys. I already determined how to achieve this due to a similar tool that was built to incorporate personalized messaging within our app. I reached out to the program manager who led that project to gather any previous research and learnings that may help inform our project.
Based on that conversation, I developed a clear action plan with key milestones and delivery dates. To measure associate experience, I would use the Google Heart framework to track our success metrics.
Conduct empathy interviews
In order to build a successful associate tool, I first needed to understand the platform and process better. I learned that intent owners were the most active within the platform and would be responsible for building the journeys. I conducted empathy interviews with around 12 intent owners across different lines of business to uncover insights about their roles and how they work within the platform. Depending on the line of business and their knowledge and experience with the platform, I was able to identify opportunities for an associate tool. These interviews uncovered the responsibilities of not only the intent owners but other roles as well, their comfort levels with the platform and familiarity with the One Click product.
Designing a custom activity user interface (UI) would empower associates to connect to One Click experiences in their SFMC messages. Based on both business goals and insights from the empathy interviews, I was able to determine what features associates would look for in a tool, the requirements of the UI and the benefits for the associate.
To ensure I was creating the most user-centered experience when building an MVP, I started by designing a wireframe. This allowed me to think through how to incorporate as many of the features as possible, keeping in mind any technical limitations. Next, I created high-fidelity designs that I could socialize with my product and tech partners to get more feedback and make any iterations.
I set up time again with associates to walk them through prototypes and get usability feedback. Associates from across 5 LOBs expressed that the proposed custom activity UI was simple and intuitive.
I also heard about additional opportunities that I could prioritize to further improve the associate experience after the initial MVP build with the development team.
Testimonials
“Kristin is hitting her stride and finding her niche. Her focus on standardization is going to be the foundation for making it easier for marketers and designers to create great One Click experiences. She's leveraging her network and partnering across disciplines to drive the work, soliciting feedback and influencing others to achieve the outcomes she's striving for. These standards support and elevate user-centered design and she's contributing to the overall design system of quality experiences. Through her journey to establish these standards, she's actively built an understanding and education of the necessary components across our partners. She's elevated her influencing skills through championing this work with partners and leadership. I'm excited to see Kristin finish this valuable work once the expansion of One Click into other channels is prioritized.”
“Kristin has been a great design partner this year focused on helping us define standards for One Click experiences as we think about channel expansion and creating experience workflows to "bring the experience to life". These experiences can be really complicated to visualize, but Kristin was able to make it easy to digest and did such a great job, other teams have incorporated her work into their presentations. I can't wait to actually build the experiences she's created and see what she delivers next year.”
“I work with Kristin daily; she is one of my closest design partners. Kristin is the ultimate SME and master of the craft who excels at job-specific skills, judgment, problem solving, communication, teamwork, and customer focus. I could choose from countless examples, but from some of our most recent work she is tackling the behemoth of standardizing customer experiences for One Click. She’s created, among other artifacts, a One Click Design Kit that clearly promotes the strategy, best practices, and vision for One Click in all current and future channels. She is a powerful thought leader who proactively partnered across teams with product and tech to gather and share information to build this standardization strategy. She is adept at identifying gaps and then leading the team to problem solve collaboratively. She is an excellent leader for design activities that involve different disciplines and focus on solving the right problem and hearing all viewpoints to determine the best solution. I think one of her biggest strengths is collaboration – leading groups and hearing all viewpoints without losing focus.”
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