The objective of this thesis is to evaluate the state of the art of Chorally, a professional platform dedicated to Customer Engagement, i.e., customer relations. Chorally allows the integration of content from various channels into a single interface to simplify and optimize the work of call center agents. The two main services offered by the platform are: customer interaction, and monitoring of presence and reputation on social media to gather information about the company's activities. However, Chorally is a Software-as-a-Service (SaaS), which means it is a software solution that can be purchased, in this case, by businesses. This means that different Chorally clients may have different needs simultaneously, and within the scope of this thesis, the ability to interact with end users - the employees of the companies that purchase the platform - is limited. For this reason, customer success managers were also involved in the user research phase as representatives of broader user groups. Through their valuable input, it was possible to collect demographic information about users, delve into the needs of different customers, understand the current issues they face, and define scenarios and use cases. Finally, the SaaS nature of Chorally also implies that any proposed changes should be consistent with what already exists and should keep in mind that the platform is used daily, so the transition to the new version is not disorienting for users. The methodology used to evaluate the platform will follow the principles of User Centered Design, incorporating Nielsen's heuristics for usability and Web Content Accessibility Guidelines (WCAG) for accessibility. The project is divided into several sections: User Research through interviews with users and customer success managers to identify scenarios and use cases. This will be followed by an evaluation of the platform as it currently stands, using the aforementioned tools such as Nielsen's heuristics and WCAG. At this point, with knowledge of the existing issues, it will be possible to proceed with the development of interactive mockups that improve the platform without drastically altering it. These prototypes and proposed solutions will be evaluated by experts through expert evaluation, conducted by a senior UX designer and the product manager. This will allow for further assessment to enhance the prototypes and suggest future developments.
L’obiettivo di questa tesi è quello di valutare lo stato dell’arte di Chorally, una piattaforma professionale dedicata al Customer Engagement, ossia al rapporto con i clienti. Chorally permette di integrare in un’unica interfaccia i contenuti provenienti da diverse fonti, per semplificare ed ottimizzare il lavoro degli operatori dei call center. I due servizi principali offerti dalla piattaforma sono dunque l’interazione con i clienti e il controllo della presenza e reputazione sui social media, per raccogliere informazioni in merito alle attività dell’azienda. Tuttavia, Chorally è un cosiddetto Software-as-a-Service (SaaS), ossia una soluzione software che può essere acquistata, in questo caso da aziende. Questo significa che i diversi clienti di Chorally potrebbero avere necessità differenti allo stesso tempo e che, nell’ambito di questa tesi, la possibilità di interfacciarsi con gli utenti finali -ossia i dipendenti delle aziende che acquistano la piattaforma- è limitata. Per questa ragione sono stati coinvolti nella fase di user research anche i customer success managers, come portavoce di fasce più ampie di utenti. Tramite il loro prezioso contributo è stato possibile raccogliere informazioni demografiche riguardo gli utenti, approfondire le necessità di clienti diversi, conoscere gli attuali problemi riscontrati e definire gli scenari ed i casi d’uso. Infine, la natura SaaS di Chorally implica anche che ogni cambiamento proposto sia coerente con quanto già esiste e tenga a mente che la piattaforma viene utilizzata quotidianamente, in modo che la transizione alla nuova versione non sia disorientante per gli utenti. La metodologia usata per effettuare una valutazione della piattaforma seguirà le indicazioni dello User-centered Design, incorporando le euristiche di Nielsen per l’usabilità e le Linee guida per l'accessibilità dei contenuti Web (WCAG) per quanto riguarda l’accessibilità. Il progetto è suddiviso in diverse sezioni: la Ricerca sull'Utente tramite le interviste agli utenti ed ai customer success managers per identificare scenari e casi d’uso. Seguirà la valutazione della piattaforma per come si presenta attualmente, utilizzando gli strumenti sopra elencati, quali le euristiche di Nielsen e le WCAG. A questo punto, conoscendo le criticità esistenti, sarà possibile procedere con la realizzazione di prototipi interattivi che vadano a migliorare la piattaforma, senza stravolgerla. Questi prototipi e le soluzioni proposte saranno valutate da persone esperte tramite la “expert evaluation”, ossia da una senior UX designer e dal product manager. Questo permetterà di eseguire un’ulteriore valutazione per migliorare ulteriormente i prototipi e di suggerire sviluppi futuri.
Enhancing user experience and accessibility of the chorally customer engagement platform: analysis, evaluation and solutions
NALDONI, ELENA
2022/2023
Abstract
The objective of this thesis is to evaluate the state of the art of Chorally, a professional platform dedicated to Customer Engagement, i.e., customer relations. Chorally allows the integration of content from various channels into a single interface to simplify and optimize the work of call center agents. The two main services offered by the platform are: customer interaction, and monitoring of presence and reputation on social media to gather information about the company's activities. However, Chorally is a Software-as-a-Service (SaaS), which means it is a software solution that can be purchased, in this case, by businesses. This means that different Chorally clients may have different needs simultaneously, and within the scope of this thesis, the ability to interact with end users - the employees of the companies that purchase the platform - is limited. For this reason, customer success managers were also involved in the user research phase as representatives of broader user groups. Through their valuable input, it was possible to collect demographic information about users, delve into the needs of different customers, understand the current issues they face, and define scenarios and use cases. Finally, the SaaS nature of Chorally also implies that any proposed changes should be consistent with what already exists and should keep in mind that the platform is used daily, so the transition to the new version is not disorienting for users. The methodology used to evaluate the platform will follow the principles of User Centered Design, incorporating Nielsen's heuristics for usability and Web Content Accessibility Guidelines (WCAG) for accessibility. The project is divided into several sections: User Research through interviews with users and customer success managers to identify scenarios and use cases. This will be followed by an evaluation of the platform as it currently stands, using the aforementioned tools such as Nielsen's heuristics and WCAG. At this point, with knowledge of the existing issues, it will be possible to proceed with the development of interactive mockups that improve the platform without drastically altering it. These prototypes and proposed solutions will be evaluated by experts through expert evaluation, conducted by a senior UX designer and the product manager. This will allow for further assessment to enhance the prototypes and suggest future developments.| File | Dimensione | Formato | |
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Elena_Naldoni_Enhancing_User_Experience_and_Accessibility_of_the_Chorally_Customer_Engagement_Platform.pdf
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https://hdl.handle.net/10589/210098