Digitizing communications, requests, and analysis between customers and technical representatives.
Project Overview
Our team developed The Dow Oil Gas and Mining Portal (Dow OGM) to digitize the informal processes of requests and submissions of chemical lab tests and sending analysis results between customers and technical representatives. By moving from email and phone communications to an integrated portal, the project aimed to reduce delays and improve efficiency and accuracy.
My Role
I led the project's end-to-end user experience design efforts under the guidance of a UX director. My role involved various design tasks, from stakeholder discussions and user flow diagrams to prototyping final design iterations and technical handoffs.
Tools and Methodology Used
Axure RP for prototyping, leveraging existing design frameworks and branding, stakeholder interviews and discussions
The Challenge
Historically, technical representatives handled chemical lab test requests and directly communicated with Dow OGM customers via phone and email. This manual approach led to significant delays in communication, inconsistencies in information exchange, and a need for more standardization across interactions. Customers at various sites also needed a reliable method to create labels for submitting samples, alongside a portal for receiving and reviewing the results from those submitted analyses.
Approach
When our agency work began with Dow, our team developed a detailed framework that allowed the team and Dow Site owners to collaborate effectively on migrating and creating new sites within a unified CMS. The success of this framework opened the door to new opportunities to leverage the framework to develop new tools and resources for Dow Customers and Employees. The creation of this Dow Oil gas and mining portal was the project that leveraged our framework to create new tools to digitize existing processes.
Stakeholder Engagement
Weekly meetings with Dow OGM's technical representatives helped our team understand the manual processes for managing chemical lab test requests and communications between the representatives and the customers. Based on these sessions, personas were created, including the current process's goals, essential tasks, and pain points.
Customers
Goals
Order sample kits
Submit sample kits to a third-party vendor for analysis
Review reports and analysis of sample kits
Key Tasks
Review current and historical analysis reports
Request an analysis and submit a sample kit to the vendor
Print Label
Ship to vendor for analysis
Submit a request to order sample kits
Pain Points
Customers are unaware of the status of vendor reports
Analysis reports are only sent as physical copies or via email
Customers have to call reps to request new kits
Customers would not always receive return labels with kits
Call times between customers and representatives are inconsistent
Technical Representatives
Goals & Key Tasks
Order Sample kits on behalf of a customer
Review Status of Kit Requests
Review analysis and reports
Pain Points
Technical representatives had to manage and triage multiple clients and third-party vendors to report the status of analyses
Technical representatives had to reach out to another team member for approvals
Calls and emails between customers, representatives, and approvals lacked overall efficiency
User Flow Development
Comprehensive user flows for the portal were developed, leveraging the insights from technical representatives. These flows addressed the distinct needs of these primary user groups: the Dow OGM customers and the technical representatives themselves. The flow of the digital experience mirrored the sequence of actions users would take, from submitting a request to mailing a test kit to receiving the analysis of the results.
Customer Flow
Technical Representative
Tradeshow User Flows & Prototype
Tradeshow Insights & Feedback
Iterative Design and Refinement
With a set of requirements and a clear understanding of user needs and user flow, I completed the final iterative design phases for the sample request and analysis tool. This phase leveraged an existing design system our team created to maintain visual consistency with Dow branding and other site experiences. Axure RP was the program of choice for prototyping, presenting, and refining detailed interactions. User flows that were required to occur. Further design sessions with technical representatives guided these design iterations. I also ensured design feasibility by working closely with the team of developers for this project.
Customer Platform
Technical Representative Platform
Conclusion
The launch of the Dow OGM Portal marked a significant shift towards digital efficiency, offering an intuitive platform for Dow's customers. The portal's success showcased the potential of digital transformation in optimizing traditional business processes, setting a new standard within Dow for future digital initiatives. The aim was to create a tool that not only streamlined the sample submission process but also provided customers with a seamless, engaging experience when accessing test results and submitting requests while allowing technical representatives to manage their customers' needs better.