Wiom partner plus, 2025
Wiom partner plus, 2025
Redesigning the service ticket journey to help partners resolve customer complaints faster
Redesigning the service ticket journey to help partners resolve customer complaints faster
Impact drivers
Impact drivers
Gamification of task framework
Gamification of task framework
Improving ticket UI for visual feedback
Improving ticket UI for visual feedback
Behaviour based nudges
Behaviour based nudges
23%
23%
Increase in service tickets resolved within 4 hour TAT
Increase in service tickets resolved within 4 hour TAT
4 minutes
4 minutes
vs earlier 17 mins, average ticket assignment time
vs earlier 17 mins, average ticket assignment time
9%
9%
Reduction in reopened tickets
Reduction in reopened tickets
15
15
Partners interviewed
Partners interviewed
Duration
Duration
6 months
6 months
Team
Team
Design Manager
Design Manager
PM and APM
PM and APM
3 Engineers
3 Engineers
My role
My role
User research and interviews
User research and interviews
Design and copy writing
Design and copy writing
User testing
User testing
Dev handoff
Dev handoff
Background
Background
Partner’s and Wiom’s success depends on providing uninterrupted internet supply to its customer base. Service quality is directly related to customer retention.
Partners were facing challenges in resolving tickets on time, leading to delays in service delivery, customer dissatisfaction, and missed opportunities for increased recurring income.
Partner’s and Wiom’s success depends on providing uninterrupted internet supply to its customer base. Service quality is directly related to customer retention.
Partners were facing challenges in resolving tickets on time, leading to delays in service delivery, customer dissatisfaction, and missed opportunities for increased recurring income.
Only 51% of service tickets issued to partners were resolved within the specified TAT
Only 51% of service tickets issued to partners were resolved within the specified TAT
Next we interviewed 9 partners to understand the reasons behind delays in resolving the service issues
Next we interviewed 9 partners to understand the reasons behind delays in resolving the service issues
Uncovering
challenges
Uncovering
challenges
Lack of motivation to resolve service tickets
Lack of motivation to resolve service tickets
Partners prioritized installation tasks (which gave them an increased portfolio base) rewarding in the short term, over tasks like service tickets and device pickups.
Partners prioritized installation tasks (which gave them an increased portfolio base) rewarding in the short term, over tasks like service tickets and device pickups.
Capability Challenges
Capability Challenges
Partners often struggled to prioritise and track ticket status, and coordinate with their team effectively.
Partners often struggled to prioritise and track ticket status, and coordinate with their team effectively.
Lack of clear consequences
Lack of clear consequences
The partners lacked clarity over how completing assigned tasks within TAT affected their overall bonus. They felt that even after completing work on time, there wasn't a significant improvement in rating bonus-based earnings.
The partners lacked clarity over how completing assigned tasks within TAT affected their overall bonus. They felt that even after completing work on time, there wasn't a significant improvement in rating bonus-based earnings.
Discovery
and research
Discovery
and research
To truly understand the challenges, I tried finding matching trends with data. Can the patterns be validated?
To truly understand the challenges, I tried finding matching trends with data. Can the patterns be validated?
Partner interviews
Partner interviews
After analyzing the findings from in person interviews, we zeroed in on 2 major repeating trends
After analyzing the findings from in person interviews, we zeroed in on 2 major repeating trends
Key insights
Key insights
Difficulty in prioritisation of their day-to-day tasks with broader goals like adhering to TAT for assigned tasks
Partners were unable to visualize how timely task completion has an impact on customer churn and recurring income
Difficulty in prioritisation of their day-to-day tasks with broader goals like adhering to TAT for assigned tasks
Partners were unable to visualize how timely task completion has an impact on customer churn and recurring income
Data Analysis
Data Analysis
Collaborated with product team to analyze historical ticket data, TAT trends, and partner performance metrics
Collaborated with product team to analyze historical ticket data, TAT trends, and partner performance metrics
Key insights
Key insights
73% delays happened in case ticket was not assigned to technician within 30 minutes
27% technicians fixed the issue but did not close the tickets
73% delays happened in case ticket was not assigned to technician within 30 minutes
27% technicians fixed the issue but did not close the tickets
User journey mapping
User journey mapping
Mapped the existing service ticket journey, identifying key touchpoints and friction areas between Customer, Partner, and Technician
Mapped the existing service ticket journey, identifying key touchpoints and friction areas between Customer, Partner, and Technician
Key insights
Key insights
Limited oversight after ticket assignment to technician
Generic ticket UI without strong differentiator based on task and time left
No clear outcomes for tickets resolved after TAT
Limited oversight after ticket assignment to technician
Generic ticket UI without strong differentiator based on task and time left
No clear outcomes for tickets resolved after TAT
The question
The question
How might we help partners prioritize which tasks to pick first and resolve customer issues faster?
How might we help partners prioritize which tasks to pick first and resolve customer issues faster?
Direction
This comprehensive understanding led us to frame our core design challenge around efficiency, clarity, and motivation.
This comprehensive understanding led us to frame our core design challenge around efficiency, clarity, and motivation.
Ideation and
strategy
Ideation and
strategy
Our insights revealed that a successful solution needed to address partner motivation, information clarity, and communication effectiveness simultaneously.
Our insights revealed that a successful solution needed to address partner motivation, information clarity, and communication effectiveness simultaneously.
Gamified performance
Gamified performance
Introduce engaging mechanics to drive consistent high performance and link it directly to financial incentives.
Introduce engaging mechanics to drive consistent high performance and link it directly to financial incentives.
Design insight
Design insight
Transform routine tasks into engaging challenges using cricket analogies familiar to partners.
Transform routine tasks into engaging challenges using cricket analogies familiar to partners.
Enhanced usability
Enhanced usability
Redesign the app interface to provide clear, actionable information and reduce cognitive load.
Redesign the app interface to provide clear, actionable information and reduce cognitive load.
Design insight
Design insight
Visual timeline displays and color-coded urgency indicators for instant prioritization.
Visual timeline displays and color-coded urgency indicators for instant prioritization.
Intelligent nudges
Intelligent nudges
Implement smart notifications that cut through fatigue and prompt timely action.
Implement smart notifications that cut through fatigue and prompt timely action.
Design insight
Design insight
Context-aware alerts that adapt to partner behavior and strike rate performance.
Context-aware alerts that adapt to partner behavior and strike rate performance.
Cricket as a framework
Cricket as a framework
Using cricket as a storytelling tool to communicate Wiom’s objectives with our partners.
Using cricket as a storytelling tool to communicate Wiom’s objectives with our partners.
Haila, Kohli ne kya shot lagaya
Haila, Kohli ne kya shot lagaya
We observed that Partners and technicians are hooked on cricket; this insight was used to provide a relatable and engaging framework to help partners track their performance, prioritize tasks, and connect their daily actions with their earnings.
We observed that Partners and technicians are hooked on cricket; this insight was used to provide a relatable and engaging framework to help partners track their performance, prioritize tasks, and connect their daily actions with their earnings.
How it works
How it works
🏏 Runs and Catches: Each completed task within TAT earned the partner 1 run (Service and Installation) or 1 catch (Device pickup).
📈 Strike Rate Goals: Maintaining a 90% strike rate (timely task completion rate) qualified partners for performance bonuses.
🎮 Gamified Scorecard: Partners tracked their runs, strike rate, and bonus potential in a cricket-style performance dashboard.
🏏 Runs and Catches: Each completed task within TAT earned the partner 1 run (Service and Installation) or 1 catch (Device pickup).
📈 Strike Rate Goals: Maintaining a 90% strike rate (timely task completion rate) qualified partners for performance bonuses.
🎮 Gamified Scorecard: Partners tracked their runs, strike rate, and bonus potential in a cricket-style performance dashboard.
Design and development
Design and development
Each design intervention was developed as a response to address specific pain points identified in our research, with measurable impact on partner behavior and performance
Each design intervention was developed as a response to address specific pain points identified in our research, with measurable impact on partner behavior and performance
Improving the service ticket interface: Clarity and control
Improving the service ticket interface: Clarity and control
Before
Before
Problems identified
Problems identified
Lacking visual prioritization, all tickets look the same
Remaining TAT doesn’t stand out
Unclear status indicators
Basic CTA without clear purpose
Lacking visual prioritization, all tickets look the same
Remaining TAT doesn’t stand out
Unclear status indicators
Basic CTA without clear purpose
After
After
Dessing improvements
Dessing improvements
Clarity on type of task and asigned person
Color-coded urgency for quick decisions
Gamified elements with cricket bat icon and ball delivery experience
Distinct TAT countdown
CTA now address task requirement
Clarity on type of task and asigned person
Color-coded urgency for quick decisions
Gamified elements with cricket bat icon and ball delivery experience
Distinct TAT countdown
CTA now address task requirement
Color-coded TAT indicators show tasks nearing deadlines, helping partners prioritize effectively.
Color-coded TAT indicators show tasks nearing deadlines, helping partners prioritize effectively.
Visualising Task Performance
Visualising Task Performance
The gamification strategy operates on two levels:
Immediate positive reinforcement after task completion and ongoing performance tracking for monthly bonus cycles.
This dual approach maintains both short-term motivation and long-term engagement
The gamification strategy operates on two levels:
Immediate positive reinforcement after task completion and ongoing performance tracking for monthly bonus cycles.
This dual approach maintains both short-term motivation and long-term engagement
Immediate Feedback
Immediate Feedback
Shown right after task completion
Shown right after task completion
Instant Gratification Elements
Instant Gratification Elements
Task success represented as "+1 RUN" for distinct game like feeling
Live tracking of ongoing strike rate for current bonus cycle
Visual confirmation of positive performance impact
Task success represented as "+1 RUN" for distinct game like feeling
Live tracking of ongoing strike rate for current bonus cycle
Visual confirmation of positive performance impact
The strike-rate screens help the partner track their current performance and probability of winning the task-related bonus
The strike-rate screens help the partner track their current performance and probability of winning the task-related bonus
Ongoing Tracking
Ongoing Tracking
Available anytime in the app
Available anytime in the app
Monthly report card
Monthly report card
Real-time strike rate visualization and tracking toward 90% goal
Cumulative runs scored display
Bonus eligibility status
Real-time strike rate visualization and tracking toward 90% goal
Cumulative runs scored display
Bonus eligibility status
On meeting the >90% goal of resolving service tickets within TAT, the partner gets a service bonus as a token of appreciation
On meeting the >90% goal of resolving service tickets within TAT, the partner gets a service bonus as a token of appreciation
Cutting Through the Noise: Smart, Timely Notifications
Cutting Through the Noise: Smart, Timely Notifications
Our intelligent notification system addresses the critical challenge of notification fatigue by delivering contextual, actionable alerts that partners actually want to respond to. Each notification is personalized based on the partner's current performance and the urgency of the situation.
Our intelligent notification system addresses the critical challenge of notification fatigue by delivering contextual, actionable alerts that partners actually want to respond to. Each notification is personalized based on the partner's current performance and the urgency of the situation.
Reminder 1
Reminder 1
Unviewed ticket reminder
Unviewed ticket reminder
What it does?
What it does?
Triggered only if ticket is unviewed after 10 minutes
Hindi localization for better comprehension
Clear bonus impact messaging
CTA to check details
Triggered only if ticket is unviewed after 10 minutes
Hindi localization for better comprehension
Clear bonus impact messaging
CTA to check details
Reminder 2
Reminder 2
TAT near-breach alert
TAT near-breach alert
What it does?
What it does?
60-minute early warning system, triggers before TAT expiry
Specific bonus amount mentioned (₹2500)
Exact deadline provided
CTA to call technician
60-minute early warning system, triggers before TAT expiry
Specific bonus amount mentioned (₹2500)
Exact deadline provided
CTA to call technician
Qualitative Insights
Qualitative Insights
Impact of Cricket Analogy
Impact of Cricket Analogy
I met with 6 partners post the feature launch to see how they are reacting to new design improvements
I met with 6 partners post the feature launch to see how they are reacting to new design improvements
Improved task prioritisation
Improved task prioritisation
Better prioritization of assigned tasks due to a clear visual indicator of time left on the ticket UI. Partner wants to score +1 run, as it contributes to his strike rate.
Better prioritization of assigned tasks due to a clear visual indicator of time left on the ticket UI. Partner wants to score +1 run, as it contributes to his strike rate.
Higher Engagement with their daily work
Higher Engagement with their daily work
The gamified approach of showing the strike rate after each task completion keeps the partner hooked to his daily performance. A partner can see the impact of each task on his current strike rate rate and relate it to his upcoming bonuses.
The gamified approach of showing the strike rate after each task completion keeps the partner hooked to his daily performance. A partner can see the impact of each task on his current strike rate rate and relate it to his upcoming bonuses.
Impact and learnings
Impact and learnings
23%
23%
Service tickets resolved within TAT is now 82%, up from earlier 69%
Service tickets resolved within TAT is now 82%, up from earlier 69%
3.8%
3.8%
Projected improvement in TAT after new push reminder implementation
Projected improvement in TAT after new push reminder implementation
4 min
4 min
Average ticket assignment time improved from the earlier time of 17 mins
Average ticket assignment time improved from the earlier time of 17 mins
Providing partners with clear visibility into their performance and its financial impact drives better outcomes than mandates or penalties.
Providing partners with clear visibility into their performance and its financial impact drives better outcomes than mandates or penalties.
Implementing gamification principles and familiar elements (like cricket) can transform routine tasks into engaging challenges that sustain long-term behavior change
Implementing gamification principles and familiar elements (like cricket) can transform routine tasks into engaging challenges that sustain long-term behavior change
Context-aware notifications that adapt to user behavior are far more effective than generic alerts, reducing fatigue while increasing action rates
Context-aware notifications that adapt to user behavior are far more effective than generic alerts, reducing fatigue while increasing action rates
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Reload the window on a bigger screen to check my work out!!
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