Learn Users & Sales

The primary users of the system would be over 2000 Sales Consultants working at TCC Verizon stores. To gain insights into their daily work and needs, I employed the following methods:

Training: To further understand TCC's sales flows and techniques, I actively participated in sales training sessions. This provided me with valuable knowledge and allowed me to align the design process with the sales team's requirements.

Observation: I visited more than 8 stores, spending half a day at each location. This allowed me to observe a wide range of sales and operational activities firsthand.

Interview: I conducted interviews with over 20 Sales Consultants, 10 Store Managers, and 3 Regional Directors. This helped me gather valuable insights into their experiences, challenges, and expectations.

My Role

Established clear responsibilities, workflows, and governance for the design team.
Conducted comprehensive user research through observations, interviews, and surveys.
Collaborated with the product owner to define the product's structure and features.
Developed user flows, wireframes, prototypes, style guides, UI designs, and specifications.
Provided design details to the development and training teams, ensuring seamless implementation.

Interesting Findings

Sales Consultants frequently use personal mobile phones for calculators, Google information, and messaging apps.
TCC has a standard survey form for Sales Consultants to use in order to learn about customers' existing plans.
In one store, employees were using a self-made Excel form to quickly calculate costs and compare plans.
More than 60% of customers are in the middle and senior age range.
Sales consultants' performances vary. Great sales consultants excel in serving customers and creating opportunities.

Design Goals

Fast & Simple

Create an easy-to-use POS system that minimizes operation time and effort.

Drive Sales

Generate business opportunities by leveraging integrated data.

All-in-One

Provide comprehensive functionalities for both sales and store operational activities.

Point of Sale

Product

Wireless Retail POS App

Stakeholder

Product Manager, Software Engineers and Project Manager.

User

Verizon Sales Consultant

The Cellular Connection (TCC) is the largest Verizon retailer with 850+ nationwide locations. In 2016, TCC began building its point of sale (POS) system, "filis." It was the first time TCC developed a digital product. We worked in a startup environment and I was the first UX/UI designer at TCC. I was responsible for product design works from start to finish.

* Confidential information has been omitted or redacted. The designs and information presented do not representative of the actual product.

Tom Peters

Verizon TCC Sales Consultant Persona

About Tom

21 years old.
Good at tech products. Follows tech news and trends.
Uses the newly launched Samsung Galaxy.
Plays video games on PlayStation.

About Work

Joined TCC for almost 1 year.
Works in a community-based Verizon TCC store. Some customers are Tom’s neighbors.
Enjoys sharing his knowledge and experiences of tech products.
Cares about customer’s real needs and only recommends the right products that fits customers.
Cares about his commissions from sales.

A Work Day

9:00 pm: Cleaned and closed the store with the team. Did cash audit and locked the safe. Dropped the store's cash in a nearby bank on his way home.

1 pm: Arrived at the store and clocked in.

1:20 pm: Sold a phone charger and helped a senior customer with Verizon account and password questions.

2:50 pm: Received delivery of new iPhones. Scanned all boxes and lock them in the safe.

3:10 pm: Checked new promotions info. and communicated with the regional sales group on the messaging app.

3:30 pm: Checked his sales commissions of the current month.

4:00 pm: Called three customers by phone and shared the new mobile device upgrade promotions.

4:30-8:50 pm: Busy with serving customers.

Understand Business and Problems

TCC stores offer two types of services. The first type encompasses Verizon-related services, including mobile devices, wireless plans, and more. The second type is fully operated by TCC and focuses on accessories and third-party services. Different systems were used to support these sales, resulting in specific challenges and issues.

Slow Checkout

Sales Consultants had to manually transfer information between the two separate POS systems, which was time-consuming.

Scattered Data

Customer data was not synced between the two POS systems, resulting in lost business opportunities.

Limited Functionality

The two POS systems were only capable of basic sales activities. Sales Consultants had to use additional tools to assist their work.

Lack of Mobility

The two POS systems were desktop-based, which was inconvenient for both customers and Sales Consultants.

I encountered the challenge of encompassing a wide range of activities and features while ensuring compatibility for future enhancements. The goal was to integrate these diverse topics seamlessly and deliver a user experience that is intuitive and straightforward.

Challenge

Complex v.s. Simple

I got inspiration from TCC sales training, which emphasized following the "5 Steps to Serve A Customer" sales flow. All sales-related functions should adhere to this hierarchy. Frequently used tools should be accessible from any step within the sales flow. The remaining parts of the product consist of operational and user-related functions.

1. Approach and welcome customers.

5. Goodbye and invite to return.

2. Ask and listen to customers’ needs.

3. Recommend appropriate solutions.

4. Ask, listen, and resolve any other issues.

Solution

5 Steps to Serve A Customer

Information Architecture

Ideas for Layout

Design Results

Test & Verify

When I had different concepts that needed to be tested, I would create clickable mockups and gather feedback from stakeholders and end-users in stores. Prior to the product launch, our team conducted final testing in stores, including wireless service activations and transactions.

Outcomes

In 2018, filis successfully launched in all Verizon TCC stores, receiving fantastic feedback from Sales Consultants, store managers, field directors, and other departments at TCC. Here are the key achievements:

All Stores

The system was launched across 850+ stores nationwide, serving more than 2000 employees in their daily sales operations.

850+

Fast Checkout

The creation of orders and checkout time was reduced by an average of over 80%.

80%+

Efficient Service

The time spent serving each customer was reduced by over 40%.

40%+

Increased Sales

The implementation of the system generated a multitude of high-quality opportunities, translating into sales growth.

Thanks : )

Please feel free to view other projects and contact me for more details.