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Case Study 2

Transforming Employee Experience at Orange Through Streamlined Touchpoints and Digital Tools

Role: CX Designer

Client: Orange

Period: January 2024 - September 2024

Background

Orange, a global telecommunications leader, launched a comprehensive initiative to revamp internal employee services. As an interim consultant via Atos/Eviden, I joined the transformation team focused on optimizing critical employee touchpoints and digital tools. The objective was to enhance employee satisfaction, minimize support overhead, and align with Orange’s brand standards and usability guidelines.

The Challenge

Employees faced significant challenges:

1. Fragmented Support Journeys:
   • Multiple disconnected channels (phone, email, chat, self-service) resulted in inconsistent experiences and confusion.
     
     
2. Inefficient Scripts and Processes:
   
   • Voice channel scripts lacked clarity.
   • Complex smart locker procedures caused repetitive support tickets.
     
     
3. Underutilized Self-Service Tools:
   • Difficulty navigating IT portals led to unnecessary support requests.
     
     
4. Scattered Communication Framework:
   • Inconsistent email templates caused delays in issue resolution.
     

Project Objectives

1. Optimize Multi-Channel User Journeys:

   • Redesign scripts, smart locker workflows, chatbot interfaces.
     
     

2. Improve Self-Service Tools:

   • Develop a user-centered ServiceNow employee portal accessible via desktop and mobile.
     
     

3. Upgrade Communication Standards:

   • Standardize email templates and implement a proactive Nexthink campaign framework.
     
     

4. Align with Usability Standards & Brand Guidelines:

   • Adhere strictly to Orange’s accessibility standards and branding.
     

Approach & Methodology

1. User Research & Journey Mapping:
   • Conducted comprehensive employee interviews across departments and regions.
   • Created detailed journey maps to pinpoint usability gaps.
     
     
2. Collaborative Design Sprints:
   • Led workshops with stakeholders, IT, and communication teams.
   • Rapid prototyping with iterative user feedback.
     
     
3. Digital Tool Development & Integration:
   • Developed an integrated, Orange-branded ServiceNow employee portal.
   • Standardized and branded email templates.
   • Implemented the Nexthink proactive campaign framework for incident management.
     
     
4. Usability Testing & Accessibility Checks:
   • Conducted user tests for scripts, chatbots, and portal navigation.
   • Verified compliance with WCAG guidelines and internal accessibility standards.
     

Key Solutions & Deliverables

1. Voice Channel Script Redesign:
   • Simplified Flow: Tiered approach directing users quickly to the right agent.
   • Empathetic Language: Friendly language aligned with Orange values.
     
     
2. Smart Locker Procedure Optimization:
   • Streamlined Process: Single-step access via RFID or code.
   • Portal Integration: Locker availability displayed in ServiceNow.
     
     
3. Virtual Agent & Chatbot Enhancements:
   • Contextual AI-driven Responses: For common tasks like password resets.
   • Multi-language Capability: Enhanced accessibility for global workforce.
     
     
4. ServiceNow Employee Portal Development:
   • Intuitive UI: Clear categorization of services.
   • Mobile Accessibility: Fully responsive across devices.
     
     
5. Standardized Communication Templates:
   • Consistent Branding: Uniform design across communications.
   • Clear Messaging: Reduced confusion through concise, informative content.
     
     
6. Nexthink Campaign Framework Implementation:
   • Proactive Notifications: Inform employees of maintenance and issues.
   • Feedback Collection: Employee surveys integrated for continuous improvement.
     

Impact & Results

• Increased Employee Satisfaction: 30% rise post-implementation.

• Reduced Support Tickets: 25% fewer repetitive requests.

• Enhanced Efficiency: 20% time reduction for support staff resolving common issues.

• Higher Adoption Rates: 40% increased use of the new ServiceNow portal.
  

Personal Achievement

As the CX Designer, my contributions played a pivotal role in this transformation. My proactive approach and effective collaboration across teams significantly streamlined implementation and boosted stakeholder satisfaction. In addition, I received positive feedback from colleagues:

"Over the past several months, Shahin has diligently completed numerous design tasks for the Orange project, and consistently received positive feedback from the project manager. I look forward to collaborate with Shahin on future projects."

Reflections & Learnings

This experience highlighted critical success factors:

• User-Centricity: Aligning solutions closely with user needs greatly enhances adoption and satisfaction.

• Agile Collaboration: Frequent iterations and active stakeholder participation accelerated progress.

• Proactive Communication: Consistent, clear messaging reduces confusion and boosts trust.
  
  

These insights reinforced my commitment to deeply integrated, human-centered design methodologies.