Churn feature

Timeline: May 2025 – June 2025
My Role: UX Researcher
Company: Leading U.S. telecom provider
Role Location: India (serving U.S. market, conducted inetrviews with Customer support team in India)
Tools Used: Figma (for design and usability feedback), Google spreadsheet, Google presentation

Background

My role

My responsibilities for this project were comprehensive and spanned the entire research lifecycle:

Research Goals

The study was designed as an evaluative and strategic research project with the following core objectives:

• To understand if, when, and how agents were interacting with the new churn nudge.
• To evaluate agents’ perceptions of the nudge’s relevance, accuracy, and timing.
• To identify new opportunities for improving the feature or the agent’s workflow.

Methodology and Procedure

This study was conducted as a remote usability study combined with in-person interviews.

Participants:

• 12 customer support agents from the voice team.
• All participants had been working on the internal tool for at least six months.
• All participants were familiar with the churn nudge feature.

Sessions:

• Each session was 45 minutes long and was conducted in-person at the agents’ workspaces to ensure we captured feedback in their natural environment.

Process and challenges

This was my first major study with the customer support team, which presented a unique set of challenges:

• Building Stakeholder Relationships: I had to invest significant time in building rapport and trust with stakeholders who were initially skeptical of the research process and its value. This included overcoming a lack of prior research and metrics.
• Internal Team Disagreement: My research team initially had conflicting ideas about the correct methodology, which required me to facilitate a consensus-building process and clearly justify my chosen approach.
• Securing Time: It was challenging to get dedicated time with key stakeholders post-kickoff due to a new quarter’s prioritization efforts. I proactively addressed this by communicating with my manager and stakeholders to ensure my research plan and questions were reviewed and aligned with their goals.

Key Findings

I moderated the sessions and analyzed the findings to answer three key questions:

The core, and perhaps most challenging, insight was that agents tended to ignore the nudge or delay looking at it, as they felt its information was not relevant to the real-time conversation.

Impact and Result

How might we …..

By focusing on the most actionable insights, I synthesized the agent feedback into powerful “How Might We” questions that opened the door for solutions:

Current status

Following the presentation of the research findings, it was decided that a follow-up round of UX research should be conducted in six months to re-evaluate the churn feature’s usage and identify any changes. For the next three months, no immediate design initiative will be taken on this work due to other high-priority team initiatives for the quarter and the need for a deeper technical investigation into the nudge’s underlying data sources and timing before a redesign can begin.

My learning from this research

This was a strong example of how user research can validate a team’s direction or, just as importantly, course-correct it to prevent wasted effort and deliver meaningful value.

Feel free to check out some of my other projects or if you have any questions about the research process for this study, feel free to contact me and I would be happy to go over in more detail!