First, we interviewed people from the call-center so we could learn and understand their pain. Then we got our hands dirty and went there to listen to a handful of calls so we could feel exactly how it feels like dealing with customers’ requests – no good, seriously.
Then it was time to know the other side of the story: talking to the customers. We interviewed a few of them and released an online survey to catch more data about their habits, pains and expectations. We learned a lot about them and finally felt able to get in their shoes.
This process helped us to come up with a set of simple but powerful drivers that would guide us towards a coherent design solution.