AEP CRM Project
Timeline: Approximately 7 months (August 2018 - March 2019)
Team Makeup: 3 UX Designers & Researchers, 5 different agile “project teams”
Project Overview
The AEP CRM initiative was a significant endeavor, aimed at enhancing B2C relationships through a multi-million dollar, centralized software management system. This project aimed to optimize customer data management and technological engagement, ultimately enhancing customer experience and fostering business productivity.
My Contribution
Before I joined the project, an initial customer journey mapping was conducted (by a third party) to identify areas for enhanced interaction. My role primarily involved user research, usability testing, crafting wireframes, email campaign templates, and guiding design and research efforts within CRM teams as needed.
5 CRM Project Teams:
• Marketing (communication)
• Service (customer)
• Knowledge (support/help)
• Engagement (sales + account)
• Training (change management)
Marketing Team Involvement
Designed email campaign templates, presented to stakeholders and obtained final approval. Templates were created to be used for targeted, automated messaging (via Oracle Eloqua) across various AEP teams and OpCos. Incorporated AEP brand voice and design standards into templates as well as email guidelines from Nielsen Norman Group.
Completed QA of developed designs (via Litmus) and communicated changes needed to development.
Collaborated with 3rd party agency and internal AEP communications team to define the process for uploading images into Eloqua and requesting branded imagery for future use.
Responsible for approval of a campaign management playbook for design assets + templates to be used in future training.
Service Team Involvement
Examined business roadmaps and process flows to be well equipped to work with the service team product owner and stakeholders to assist in identifying UX goals/stories for a given epic.
Completed detailed call center research with the UX team to understand different call types COAs encountered while asking detailed process questions. Actively listened to incoming customer calls and made observations on how the current system was used. Had the awesome opportunity to debrief with other UX members after each session and then collaborated to identify key takeaway themes that would be presented to the PO and prioritized.
Reviewed initial designs from a 3rd party agency specifically for the green pricing section. Asked thorough questions and took initial research into consideration to create questions for a workshopping session. During the workshopping session initial sketches start to be formulated. Next, a wireframe would be created and reviewed with the PO and required stakeholders. Wires were iterated on as needed and handed off to development and collaborated on until it was ready for QA.
