Identifying the problem to solve

Financial services

UX lead investigating how to make the most cost effective improvement to a, less than ideal, call centre workflow.

Building a matrix of pain points, solutions, effort, & cost to solve, revealed an unexpected answer, which indeed saved having to completely rebuild.


This call centre workflow was time consuming to complete. Data entry errors caused frustration and delays. Both of these points were the source of customer complaints.

Rebuilding the whole workflow was out of scope. Where would improvement have the most impact?


Interviews, and an observation session, gave an overview of where problems were occurring, and the impact each had.

The pain points were mapped over a process map. Four in stood out as having a significant detrimental affect on the whole workflow.

Creating a matrix of the pain points, the level of pain, potential solution, potential cost, and the potential impact of implementation, enabled each to be ranked.


The resulting value chain map identified that tacking the journey start would have the positive impact throughout the workflow, bringing reductions in time required, and likelihood of data entry errors.

Additionally, it diminished the problems at a subsequent pain point, which would have been very expensive to rebuild.