A I M E E
A I M E E
PROJECT SNAPSHOT
PROJECT SNAPSHOT
Designing the UK's first AI Digital Assistant for EE
Designing the UK's first AI Digital Assistant for EE
THE PROBLEM ❌
THE PROBLEM ❌
EE gets thousands of contacts per week from customers enquiries This is a massive cost to the business. Aimee is intended to be able to manage the majority of customer contacts, however upon entering the team, Aimee was still a very simple NLU text-based chatbot.
I was brought in to the team to transform EE's chatbot into a first-of-its-kind digital assistant for EE customers.
EE gets thousands of contacts per week from customers enquiries This is a massive cost to the business. Aimee is intended to be able to manage the majority of customer contacts, however upon entering the team, Aimee was still a very simple NLU text-based chatbot.
I was brought in to the team to transform EE's chatbot into a first-of-its-kind digital assistant for EE customers.
MY IMPACT ✨
MY IMPACT ✨
I lead the end-to-end redesign of new journeys within Aimee, including design, prototyping, user research and testing and journey mapping. I identified areas where we could use Generative AI, API calls, Hyper-personalisation and UI components to overhaul the customer experience.
I lead the end-to-end redesign of new journeys within Aimee, including design, prototyping, user research and testing and journey mapping. I identified areas where we could use Generative AI, API calls, Hyper-personalisation and UI components to overhaul the customer experience.
I collaborated with stakeholders by facilitating 6 workshops & design sprints across 4 months, interacting with over 100 stakeholders across EE.
I collaborated with stakeholders by facilitating 6 workshops & design sprints across 4 months, interacting with over 100 stakeholders across EE.
I delivered 5 new GenAI-powered journeys alongside a platform migration, representing a multi-million £ cost save to the business.
I delivered 5 new GenAI-powered journeys alongside a platform migration, representing a multi-million £ cost save to the business.
An up to 18% reduction in customers being transferred to an agent in each new journey delivered.
An up to 18% reduction in customers being transferred to an agent in each new journey delivered.
ROLE
ROLE
Product Design Specialist
Product Design Specialist
TYPE
TYPE
Redesign & Rebuild. Innovation.
Stakeholder Management
Redesign & Rebuild. Innovation.
Stakeholder Management
TEAM
TEAM
2 Product Designers
4 Conversation Designers
2 Product Designers
4 Conversation Designers
DURATION
DURATION
2024 - 6 months
2024 - 6 months
Project Process
Project Process
Project Process
Current state review & prioritisation.
Current state review & prioritisation.
I performed an audit of all of our current state journeys and UI. Due to speed of delivery, I prioritised 5 journeys with the most significant customer volume to be the focus of redesign for the delivery of the re-platform.
I performed an audit of all of our current state journeys and UI. Due to speed of delivery, I prioritised 5 journeys with the most significant customer volume to be the focus of redesign for the delivery of the re-platform.
Design sprints & workshops.
Design sprints & workshops.
I ran 6 design sprints within a 6 month period with over 100+ stakeholders from 12 departments of EE. Going from alignment to prototypes in code in 2 weeks per new journey redesigned.
I ran 6 design sprints within a 6 month period with over 100+ stakeholders from 12 departments of EE. Going from alignment to prototypes in code in 2 weeks per new journey redesigned.
Facilitating research & feedback.
Facilitating research & feedback.
I defined the research test criteria, scope and performed analysis based on sessions with EE customers we brought into our Birmingham office every two weeks to try our product.
Test goals were various and dependant on the journeys but ultimately, our goal was to demystify GenAI's practical applications within our new journeys. By launch, we had tested on over 100 customers.
I defined the research test criteria, scope and performed analysis based on sessions with EE customers we brought into our Birmingham office every two weeks to try our product.
Test goals were various and dependant on the journeys but ultimately, our goal was to demystify GenAI's practical applications within our new journeys. By launch, we had tested on over 100 customers.
One of our sessions in progress
One of our sessions in progress
Creating & Coding
Aimee's Design System
Creating Aimee's Design System.
I facilitated sessions to document and align our processes across the organisation. This came together on our UI component library that I coded and managed. This became a part of our wider design system.
I facilitated sessions to document and align our processes across the organisation. This came together on our UI component library that I coded and managed. This became a part of our wider design system.
Aimee at the London Chatbot Summit 2023
Aimee at the London Chatbot Summit 2023
Summary of deliverables 👇🏽
Summary of deliverables 👇🏽
Summary of deliverables 👇🏽
Why is my bill higher than usual ?
Why is my bill higher than usual ?
I designed a card and use Gen AI to diagnose differences in the customers bill between months and can recommend savings.
I designed a card and use Gen AI to diagnose differences in the customers bill between months and can recommend savings.
Outcome: -5% less agent handovers
-5% less agent handovers
Why is roaming not working?
Why is roaming not working?
I designed a status check to detect if the customer is trying to roam and set up for the customer. CTA automatically launches setup in text-messages
I designed a status check to detect if the customer is trying to roam and set up for the customer. CTA automatically launches setup in text-messages
Outcome: -8% less agent handovers
-8% less agent handovers
How much time is left on my contract?
I designed a new plan information journey that enables customers to understand their current contract, pricing and answers standard questions customers have around their included benefits and amount remaining on their contract.
Outcome: -18% less agent handovers
Why is my connection not working?
Why is my connection not working?
I designed a status checker using tech services API's to identify if there are outages in the customers area.
I designed a status checker using tech services API's to identify if there are outages in the customers area.
Outcome: -12% less agent handovers
-12% less agent handovers
How can i do *this*
How can i do *this*
Aimee uses NLU & GenAI to create step-by-step guides to perform basic actions on the EE service.
Aimee uses NLU & GenAI to create step-by-step guides to perform basic actions on the EE service.
Outcome: 21+ NPS increase
21+ NPS increase
322% increase in pass purchases
Aimee
How much does it cost to roam?
Aimee can diagnose differences in the customers bill between months and can recommend savings.
Aimee
How much does it cost to roam?
Aimee can diagnose differences in the customers bill between months and can recommend savings.
322% increase in pass purchases
How much does it cost to roam?
I designed a recommendations system on roaming abroad passes and calculate the cost of their holiday for roaming abroad.
322% increase in pass purchases
What does Aimee do?
What does Aimee do?
I designed Aimee's first launch experience to help customers understand how the product works.
I designed Aimee's first launch experience to help customers understand how the product works.
Positive sentiment in User Testing
-12% less agent handovers
I need to manage multiple numbers
I need to manage multiple numbers
I created the UI that enables customers to manage multiple numbers registered to their EE ID Account.
I created the UI that enables customers to manage multiple numbers registered to their EE ID Account.
Outcome: 62.5% increase in volume
21+ NPS increase
322% increase in pass purchases
Aimee
How much does it cost to roam?
Aimee can diagnose differences in the customers bill between months and can recommend savings.
Aimee
How much does it cost to roam?
Aimee can diagnose differences in the customers bill between months and can recommend savings.
322% increase in pass purchases
Take a deeper look 💡
Learn about the process, research and hypothesis behind this work
🔒 VIEW CASE STUDY
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See the next project 👉🏼
Redesigning British Telecom's buiness internet buying experience
See the next project 👉🏼
Redesigning British Telecom's buiness internet buying experience
Take a deeper look 💡
Learn about the process, research and hypothesis behind this work
🔒 CASE STUDY DEEP DIVE
↓
↓
🔒 CASE STUDY DEEP DIVE
↓
↓