Empowering In-Home Sales
Redesigning the Technician On-Site Sales (OSS) Tool
OnTech Smart Home Services | DISH Network
Brief
Business Goals
OnTech wanted to build a best-in-class in-home commerce platform for the In-Home Services organization of the enterprise.
Through this improved platform, the in-home sales stream would create a new channel of commerce for strategic parters like Google and Amazon.
Business KPIs
$19M Total OSS Revenue
50% OSS Attachment
$100/WO
93 NPS
40% Repeat Customer Rate
40K Members
UX Methods
Interviews
Competitive & Comparative Analysis
Surveys
Heuristic Evaluation
User Journey Mapping
Card Sorting
Design Labs
User Flows
Wireframing
Prototyping
A/B Testing
Technician (User) Interviews
Stakeholder Interviews
Moderated & Unmoderated Usability Testing (Virtual & In-Person)
Look-Alike Audience
OnTech Technicians
My Role
UX Researcher
I oversaw the individual lanes of research focused on by the other designers and worked to make sure the appropriate teams were collaborating and communicating.
Team
Sarah Pitts
Kim Mosberger
Kamden Hafke
James Van Camp
Jessica Pike
Rachel Hankins
Deliverables
Mobile Prototype
Research Documentation
Data-Driven Design Concepts
Stakeholder Presentation
Duration
May 2022 - December 2022
Tools
InVision
Freehand
Sketch
UserZoom
Google Suite
Tableau
Adobe Analytics
Quantum Metric (TextiQ)
Problem
85%+ of customers who choose to have an installation of their product purchase something in-home from their technician during the appointment. Only 50% of customers who order from OnTech that don’t choose to have an installation buy something from a technician.
If our On-Site Sales tool isn’t efficient we will waste valuable time and money in the home, having more difficulties making in-home sales.
The business has a huge opportunity to maximize each installation visit with in-home upselling.
Proposed Solution
How might we reduce app interaction time while maximizing product sales?
By researching with users, our technicians, and business stakeholders we can ensure we’re building the right solution for more efficient OnTech appointments. We believe we can create an improved product that will be conducive to upselling the customer in a personalized way that helps complete their smart home ecosystem.
Business Opportunities:
Increase On-Site Sales attachment rate
Raise average dollar per work order
Grow membership and returning customers
Project Vision
Making tech easier, changing how we work.
We wanted to focus on enhancing what the technicians are currently doing well to help them work better with their customers to find the right smart home solution.
UX Activities and Deliverables
Research
The Business: Understanding Customer Expectations
Once we understood the business problem, goals, and KPIs we sought to understand a bit more about the in-home-commerce space and best practices.
We did this through a survey and a competitive and comparative analysis to understand what is common or unique about similar service providers.
The companies we chose to analyze in this exercise either provided an at-home experience as a part of their product or service such as trying on pre-selected clothes, or an installation of products within the customer home.
We discovered that many in-home shopping experiences, as well as service providers, utilize a customer onboarding quiz to help provide a more customized e-commerce journey and prime customers for upsells from the technician.
A survey led us to identify the opportunity areas within implementing a quiz, chat, orvirtual assistant type plug-in.
We also knew, from an internal audit, that we could redesign our emails and email flow to better set expectations, communicating with customers at the most meaningful times in the commerce process. This was considered low-hanging fruit because the current emails were unbranded and heavy with large text blocks.
To understand how to best do that, we surveyed and asked a look-alike audience to card-sort the contents of transactional emails so that we could determine the proper information hierarchy. We then ran a first-impression click-test to confirm we had the most important information easily accessible.
The People: Technicians Save the Day
With the help of In-Home Services team members, we were able to get in contact with technicians for both virtual focus groups and in-person 1:1 interviews.
We discovered a variety of pain points, as well as became more familiar with the overall process of installing and selling in the home.
With all of the data from the focus groups, interviews, and general website analytics we mapped out the user journey timeline for the technicians and our customers.
This also provided insight for data-mapping and feature writing for our IT department.
The Insight: Four-Prong Discovery Approach
We decided to divide and conquer different lanes of opportunity including emails, customer onboarding with a virtual assistant, technician OnTech training, and a redesign of the On-Site Sales tool, itself. I also had the responsibility of making sure the lanes of research were integrated and all working towards the same goal without duplicating efforts.
Design
Concept 1: Emails
Helping set expectations for the appointment, technician needs, and product ecosystem will help customers meaningfully engage with the technician during the appointment.
Creating a brand-cohesive look was an easy win for our team to maintain trust between the e-commerce and in-home experiences for the customer.
Concept 2: Customer Quiz
We wanted to help prepare the technician for each appointment by understanding the customer’s goals and needs.
We could capture this information from a commonly-used customer onboarding quiz, which also helps recommend products if the customer doesn’t know where to start with their smart home.
Concept 3: OSS Tool
We found our technicians had many pain points with the current On-Site Sales tool, with scrolling times being an issue along with needing to remember what each quote contains to then add it manually to the cart function.
Our solution proposes photos, filters, easy add-to-cart functionality, as well as a QR code for customers to complete payments on their own device instead of giving over credit card information to a technician. This will all help technicians not lose sales, or trust, with our cutsomers.
Prototype
Objective: Place an order for your customer who wants a Google Nest Cam with battery and with same-day installation. They will pay with credit card.
Testing with Technicians: Validating Our Design
We developed a testing plan that cycled through four groups of five technicians each over a course of a month, for four months during Fall of 2022. This kicked off in September and has already yielded themes and patterns that will inform the next iteration.
Next Steps: Implementing Designs
Declaring MVP
Feature writing
Build out a research and design evolution plan
Install Quantum Metric for OSS