Lead Service & Product Designer
Designed an innovative user experience for a smart queue and appointment management system, handling everything from early concepts to implementation. My responsibilities included customer journeys, shop layouts, kiosk interfaces, and the physical kiosk device itself.
Long queues were the primary factor behind low customer satisfaction and poor NPS scores in Orange stores, with customers often waiting for over an hour. Previously, two ready-made systems were implemented to address this issue, but neither met Orange’s requirements and were subsequently discontinued.
The project began with a thorough analysis of customer behavior in Orange shops, specifically focusing on their experience while waiting in line.
Together with my team, we conducted interviews with both customers and employees to identify the root causes of delays in customer service.
Main project phases
Observing customer behavior and analyzing existing data
Engaging with customers and employees to gather direct insights.
Collaborating with managers to align the system with operational needs.
Testing early prototypes and collecting feedback through focus groups.
Deploying the system in a pilot store to evaluate real-world performance.
Gathering feedback and improving the system based on early experiences.
Adding features such as a reception and a manager consoles for better control.
Expanding the system to additional shops to refine and validate scalability.
Implementing the system in all Orange Smart stores.
The study aimed to identify the expectations of both customers and employees in Orange showrooms regarding the existing queuing system and their future needs. A qualitative approach, combining observations and in-depth interviews, was conducted across four showrooms—two with the current system and two without. Participants included both customers waiting for services and employees.
Key advantages of the queuing system from customer insights:
Order and comfort
Improved experience
Familiarity with similar systems
Identified pain points:
Employee Expectations:
Key design principles defined after workshop with store managers and a prioritization session:
Core principles:
Key issues to prevent:
At the outset, we developed a simple prototype using an iPad mounted on an IKEA lamp stand. Despite the basic setup, the system was fully functional, built on a distributed microservices architecture with a Node.js backend and an Angular.js frontend for scalability and flexibility.
For our initial testing phase, we conducted usability tests and focus group interviews (FGIs) with customers to assess the prototype’s intuitiveness and accessibility. Feedback from these sessions highlighted key areas for improvement, which guided continuous iterations over the two-year development process. Input from customers, consultants, and store managers was integral to refining both the interface and the overall system.
Designed for a multigenerational audience
Orange’s customer demographic was highly diverse. Our research showed that a single solution wouldn’t suit all customers. As a result, we tailored our system to meet the needs of various age groups.
Younger customers wanted to avoid waiting in queues. For them, we introduced innovative SMS tickets, allowing them to manage their queue status digitally.
Some customers preferred to skip the queue altogether by scheduling appointments in advance, ensuring a more convenient shopping experience.
Older customers were more comfortable with familiar systems. We provided traditional paper tickets at kiosks, offering them an intuitive and reliable solution.
Working closely with the shop staff, I designed separate interfaces tailored to each role, ensuring our system met the unique needs of every team member.
Sales assistants required quick access to the current queue status, helping them manage the flow of customers efficiently.
Shop managers needed detailed statistics on customer traffic by hour and day, as well as insights into employee performance.
Receptionists required a quick, at-a-glance view of current traffic, with a simple console to invite new customers into the store.
Regional managers needed data from multiple shops to compare performance and analyze results across locations.
We found that no existing kiosk on the market met our expectations, particularly regarding accessibility and functionality. As a result, we needed to create a completely new kiosk system from scratch to cater to the diverse needs of customers at Orange showrooms. A primary design challenge was ensuring accessibility for individuals with disabilities, including wheelchair users.
Design principles
We focused on several key aspects to make the kiosk both user-friendly and inclusive:
By adhering to these principles, future designs can enhance accessibility for a wider range of users while minimizing friction during customer interactions. The ultimate goal is to create a seamless solution that contributes to a more inclusive and efficient customer service environment in Orange showrooms.
Results of the tender
The tender process involved four contractors, each with a long-term agreement with Orange. After a competitive evaluation, the selected contractor was chosen based on their ability to meet specific criteria, including cost efficiency, service quality, and alignment with Orange’s operational requirements.
Evolution of the design
The kiosk design underwent at least three major revisions. The initial prototype delivered by the contractor deviated significantly from the visualizations and design principles. It was bulky, lacked adequate ventilation, and made accessing components like the printer challenging for servicing and paper replacement.
I proposed a design revision that improved these aspects and subsequently revised it again to better fit the Orange shop interior, opting for high-quality Corian and powder-coated steel. Although we aimed to make the kiosk even smaller and lighter, the required internal devices, as specified by my team, posed challenges in achieving this goal.
I collaborated with multiple corporate departments to ensure a seamless customer experience across all contact channels. Whether customers start their purchase online, over the phone, or by visiting a store, they can easily transition between channels based on their convenience. This flexibility supports Orange’s Omnichannel Strategy, particularly in enhancing the “Pick Up in Store” process.
The Orange shops where the queuing system was implemented varied significantly in size and layout. Some had as few as three service desks, while others spanned three floors with more than twelve desks. Traffic levels also differed greatly between locations.
I personally designed the system layout for each shop, considering factors such as size, architecture, location, and the number of consultants and customers. This customization allowed for the best possible customer experience in each store. The process required negotiations with various departments to secure agreements on the most ergonomic placement, based on my detailed technical drawings.
This success led to a full rollout across all Orange Smart Stores in Poland.
The system’s adaptability and efficiency have not only transformed customer service but also created a scalable model that can be extended to other retail environments, driving long-term operational improvements and enhanced user experiences.
