SIDD:
Discover the Shape of AI
for contact centers
in a nutshell
Innovative AI copilot for agile, scalable customer service.
Overview
route
Project duration
I joined the end-to-end process from 0 to 1 during 2020-2023
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CX powerhouse
SIDD boosts productivity and reduce time & training cost significantly.
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Award winner
The award-winning success of SIDD benefits agents, call conters and clients.
Impact
Agent feedbacks
Various modules
We support who supports.
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Customer service agents
Agents answer calls, respond to emails and live chat, and process inquiries.
speed
CX industry
Agents work in fast-paced, highly pressured routine.
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Programs & teams
Agents are trained to work in teams with hierarchies.
project highlight
Visualizing the shape of AI
SIDD is born to be system-agnostic
devices
System-agnostic
SIDD is supposed to thrive regardless of OS and browser.
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Platform-compatible
SIDD needs to be compatible with various platforms.
Call tech stacks (Note OFF)
Call tech stacks (Note ON)
Email tech stacks (Note OFF)
Email tech stacks (Note ON)
Floorplan options for MVP
We captured the "ghost" in the shell
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Fun marketing elements
Designing identity for AI is not only for fun, but also a marketing strategy,
3p
AI identifier
Creating a personalized figure distinguish AI's personality and vibe
animation
Animated characters
I created Lottie animated identifier that help us win trust.
Animated expressions
Product website diagrams
Marketing email templates
Other building bricks that formed our solid foundation.
category
Bread n' butter
I took the heavy-lifting task to produce our design system.
code
Dev alignment
I collaborate with Devs to align CSS stylesheets.
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Source of truth
I documented our patterns, strategies and findings for sustainable growth.
Design component library
the long journey
Pathfinders: Story of SIDD and I
Our methodical research process overall
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Word of mouth
We collect qualitative insights from interviews and feedback.
analytics
Data doesn't lie
We collect quantitative data from analytics and business metrics.
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The duty calls
We identify client requirements via contracts review and regular touchbase.
Our research funnels
We stood with frontline agents.
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Site visits
We made site visits to our call centers for shadowing, survey and interviews.
video_chat
Virtual touchbase
We stay connected with users virtually during pandemic.
hearing
No-judge principle
"There's no judgement here. We'd like to hear your thoughts."
We identified the complicated nature of CX industry.
hub
Stakeholders
Agents serve customers, as a team, on behalf of brand client.
layers
Tech stacks
There're many layers in agents' tech stacks.
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Policy vs exception
Agents work by the playbook while also making A LOT of exceptions.
Agents pain points
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Cognitive load
“How do I capture info I need and NOT get overwhlemed?”
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Navigation
"How do I find the path in edge cases"
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Communication
"How do I communicate with my team properly?"
The design goals and challenges throughout the process
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Relevance
We highlight the relevant amongst noises.
visibility
Visibility
We keep clear visibility of actions, statuses, risks and changes.
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Data-driven
We iterate with data driven decisions
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Prototype available
Please contact via email for demo walkthrough
An edge-case scenario: Agents offer return & refund for out-of-warranty order
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Lookups
Agents will gather info and work by the playbook.
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Exception out of routine
Agents make exception in reasonable cases as per customer-first principle.
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Automation
SIDD automates streamlined process under agents' supervision.
Lookup (Demo)
Lookup (diagram)
Managing conflicts (Demo)
Managing conflicts (diagram)
Communication (demo)
Communication (diagram)
auto fill (demo)
auto fill (diagram)
I understand and streamline the process as per N8N model
local_fire_department
This is the title
SIDD should always keep visibility of system status.
local_fire_department
This is the title
SIDD should grant user control and freedom.
local_fire_department
This is the title
SIDD should inform risk and prevent error in the first place.
Usability Heuristics
I strategized against pain points using Usability Heuristic Evaluation
*established by Jacob Nielson in 1994
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Visibility of system status
SIDD should always keep visibility of system status.
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User control & freedom
SIDD should grant user control and freedom.
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Error prevention
SIDD should inform risk and prevent error in the first place.
Usability Heuristics
I crafted following the Shape of AI
*established by Emily Campbell
map
Wayfinders
AI products should give users clues about how to interact with the model, particularly when getting started.
input
Inputs
AI products should submit the user's prompt to the AI within its surrounding context.
memory
Identifiers
AI products should ifferentiate the AI from other features and highlight its use case.
Shape of AI
wayfinder
input governor
identifier
Data-driven
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Voice of agents
We conducted A/B testing with agents via Maze and Google Meet.
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Web analytics
We monitor session time and completion rate via Heap.
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Common language
Business metrics from reports reveal product impacts.
Aftermath
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SIDD's analytic tool
We designed Spectrum as SIDD's analytic tool for its usage and performance.
apps
SIDD as a platform
We compiled email, phone, live chat and platform modules as an integrated platform.
campaign
Scalable design for marketing
The visual design pattern also benefits marketing campaigns.
SIDD Spectrum: Dashboard
SIDD Spectrum: Appeasement
SIDD window behaviour
Client-customized edition
What I could have done better?
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Reduce redundancy
“what you need to know vs what you can do next”
accessible
Accessibility research
More a11y research to be done to eliminate biases and misunderstanding.
👋 Thanks for watching.
I'm Evan, senior B2B SaaS product designer based in 🍁Toronto
I craft products for
clarity, care & scale.
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appendix
More details and outcomes for your reference.
Accessibility is key
saved_search
Color research
Agents will gather info and work by the playbook.
Colors: Action statements
Colors: Policy triggers
