Improving Processes with Design Thinking

Customer account requests (creation, linking, new business setup) were often routed to the wrong team, causing significant delays and repeated customer follow-ups.

Leading to

• Frustrated customers and CSR teams

• Extended processing times

• Increased manual re-routing workload

• Lost sales opportunities due to delays

Problem

Goals & Success Metrics

• Identify pain points across customer-facing and internal workflows

• Map both customer and back-end journeys to understand breakdowns

• Co-create solutions with stakeholders from all affected teams

• Recommend quick wins and long-term process improvements

Project Goals

Metrics for Success

• Reduced misrouting of account requests

• Faster average processing times

• Positive feedback from CSR, credit, and sales teams

• Improved completion rates for account forms

Process

• Reviewed several CSR-shared customer emails, grouping them by flow and issue type

• Analyzed Quantum Metric session recordings to inform realistic journey maps

• Identified 3 core flows:

  • Account creation

  • Linking to a business account

  • Creating a new business account

• Facilitated 3 targeted design thinking sessions:

  • CSR + Sales teams

  • Web Support team

  • Credit team

Research

Analyze

Facilitate

• Multiple form fields and choices were unclear to customers

• Internal teams had inconsistent routing rules

• No shared visibility into account status after submission

• Many customer issues could be resolved with small UI copy and form logic improvements

Findings

Outcome

Two targeted presentations were created and delivered to the web and customer service teams outlining quick-wins and long-term initiatives for each audience

Account Creation

The new design introduces a clear decision point at the start. Users can now choose their intended account type — personal or business — and are guided through the appropriate flow, creating a smoother and more intuitive onboarding experience.

Linking Accounts

The redesigned layout organizes accounts by billing relationship — one main billing account per card, with its shipping accounts neatly listed beneath. A new Search Addresses tab lets users quickly locate and connect to existing company addresses already in the system, improving efficiency and reducing user frustration.

Renaming the form to “Link to Company Account or Add New Address” clearly communicates the user’s intent. Reordering the input fields so that the address is entered first allows for more accurate company name prepopulation, improving the reliability of the linking process. Added helper text in each section provides lightweight guidance, reducing friction and improving task completion rates.

New Address