Solving Conversion Problems in Telesales with UX&UI
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Solving Conversion Problems in Telesales with UX&UI

Our Product Designer, Justyna, takes us through how UX/UI can help you get better KPIs, increase conversion, and improve customer experience.

Get ready for an extraordinary treat! We have a unique piece of content written by our talented Product Designer, Justyna. In this article, Justyna shares her invaluable insights on user experience design. Sit back, relax, and join us as we delve into the world of user experience design in telesales checkout.


As a Product Designer at Waytobill, I’m committed to ensuring that the solutions we provide respond to customer needs and establish a good link between merchants and their customers. User Experience Design is a completely unknown territory for many people, and companies do not always realise how much of an impact UX can have on their customers. As a team, we decided to gather the most important information and share it with you in this article.


What is User Experience design?

According to Nielsen Norman Group, “UX design combines all aspects of the end-user interaction with the company, its services and its products.” The interaction is the key here. In digital products, we focus on how human beings communicate with a machine. You might not realise but interaction is something we do every day. A great everyday example would be using your smartphone screen. For organisations and brands, it’s vital to know not only how the user interaction works but also include that knowledge in the design process when it comes to the products and services they offer. 

UX designers gather feedback and insights from users and employ them as a base for the design of the product. However, it’s crucial to remember that in order to satisfy all of the aspects, it has to have a consideration of company goals and the state of the market. 

Then User Interface (UI) is built. This is where the actual communication between a person and the digital product happens. Many of us don’t realise that we all use UI on a daily basis, whether it’s through our phone, laptop, or even a coffee machine with a touchscreen. This user interface consists of many factors, such as accessibility, information architecture, sizes and positioning of elements, colours, and so on. There are many details that need to be considered and designed correctly to ensure smooth interaction. The best user interface is the one that people don’t notice that they use.


What’s the role of a Product Designer at Waytobill?

At Waytobill, we deliver two platforms. On one hand, we offer a checkout solution for completing purchases across different sales channels. On the other hand, there’s the merchant area which is an online platform for our businesses and organisations for monitoring order statuses and payments. As a company, we’re on a mission to deliver a product that is easy to use, smooth, fast and hassle-free so that customers can have a positive experience, but we also deliver all payment and order information to merchants’ sales systems and CRMs. And that’s where product design comes into play. 

Apart from the visual design of our product, there is the inner part which includes a lot of research. The UX part of my job focuses on understanding the market, our clients (in this case merchants), their customers and the specific industries we work with, like insurance, subscription businesses, and NGOs.


How is User Experience design applied at Waytobill?

Nowadays, online purchases are the bread and butter of XXI-century users but the telesales checkout we are offering at Waytobill is very specific. It’s not like any other checkout you would find online because the context of use and its purpose are entirely different as the user interacts with the checkout after being contacted by a telesales agent. 

When starting with the checkout design or improvements, it’s crucial for me to understand the context so that the end user can feel confident about using it. This is why product designers spend countless hours on research. In my case, it means looking into telesales as a communication channel, subscription businesses and models, omnichannel trends, etc. 

For example, we identified the omnichannel trend as important for the customers, who, expect to be contacted through a channel of their choice. Some customers prefer a call, others email, and some a WhatsApp message. That created a challenge of coming up with a solution. We kept on asking ourselves: how can we serve customers with that need? 

Catering to the omnichannel trend was crucial to include in the offer for the merchants. We felt it was vital to enable our clients to offer the checkout across different sales channels. This is how our omnichannel product was born. We designed a flexible, easy-to-initiate checkout that can be used in multiple channels.

I’ve mentioned research a few times already and it highlights how important it is when it comes to User Experience Design. But how do we do that?

User feedback is crucial for the functionality of our products. At Waytobill, we gather data about how people use the checkout and their experience. Interviews and testing sessions with users play a key part in our product development. UX&UI design should never be seen as a one-time task. We adapted this process of continuously learning, improving and testing over and over to make sure that Waytobill’s checkout is the best product our merchants can use to convert their customers.


Why should you as a company look into User Experience?

UX&UI brings value to all companies, whether you are a telesales agency, merchant, dialer or payment service provider. It is an important part to understand your customers, what they need, empathise with them and listen to them. 

So why are many companies still not focusing on User Experience?

It’s sometimes hard to convince stakeholders to invest in User Experience because it requires budget and time. However, when done correctly, UX&UI design can deliver fascinating data and room for improvement, which I have seen first-hand. Whenever I come up with research insights I often see this “aha moment” when stakeholders or the team get users feedback. It gives them a new point of view on the product, strategy and business in general.

At Waytobill, we see how valuable user feedback is. It can, however, be difficult to run UX projects in smaller companies. This is why it’s important to work with providers that have UX&UI processes in place, so they know that the product or service they deliver is what their customers need and will be happy to use.


What influence does User Experience have on telesales businesses?

We’ve seen in our research that, in general, telesales doesn’t have the best reputation. When dealing with telesales agents, some people were asked to provide card details over the phone, which is very insecure for the final customer. This is quite alarming, as the customers admit that they don’t know how their information is being handled. Another old-fashioned way of charging telesales customers is with a paper invoice, which arrives quite some time after the call when motivation has decreased and customers no longer know how to proceed. This is why our telesales checkout was born. We believe that our solution is improving the bad reputation of telesales by providing an easy-to-use checkout that delivers a user-friendly payment experience. 

The easier the payment system is, and the better it’s been tested and designed, the easier it is to get the customer through the process and improve the conversion rate.


How User Experience is bringing value to the Company

At Waytobill, the team believes in the value of UX&UI Allowing us to make decisions based on research, not opinions. It helps us build innovative products and improve over time… and this is for me the biggest value of UX design - to see how customer feedback helps us build a better payment solution that solves a real problem. This is also what brings me lots of joy in my work.

Meet Justyna, Waytobill’s Product Designer

Born in Poland, Justyna has been an expat since 2017, gaining valuable experience in sales and marketing teams of big players in the automotive industry. Before discovering the world of UX, she pursued a double Master’s degree in Business Communications and International Business, however, it was at Tesla that she got so close to the top-notch tech that she wanted to explore it. Over the past years, Justyna has been dedicated to working on projects that empower people through technology. 

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