HP | Reimagining Customer Support

HP | Reinventing Customer Support was nominated for and won the 2022 IF Design Award for Service Design.

ROLE: Design Strategist/ Agency Contact
TEAM: Collab. between HP Customer Support and Native Design (Agency)
PROJECT LENGTH: Approx. Six Months

This project began as an offshoot of the redesign of HP Support Assistant. It was a collaboration between HP’s Customer Support and Native Design to reimagine what the future customer support experience could be.

SITUATION

With the HP Support Assistant team focused on redesigning the app experience to connect more with its audience, I found myself with the opportunity to leverage a top design agency to imagine what the next six to eighteen months ahead might look for HP Customer Support if we were focusing on making Customer Support a differentiater between ourselves and our competitors.

TASK

While the Customer Support organization had numerous ideas on how to improve the customer experience, these ideas were implemented piecemeal, rather than taking a holistic approach to the customer’s journey. There was a need to galvanize the Customer Support organization around a unified vision for what digital customer support could look like in the months and years ahead.

ACTIONS

Working closely with key stakeholders from across Customer Support and the Native team, we identified the key initiatives central to the future of Customer Support at HP. A critical element in this process was a competitive analysis of both our close competitors in the consumer technology space (e.g., Dell, Apple), established industry leaders (e.g., Amazon, Dyson), and disruptive newcomers to their respective markets (e.g., OneMedical, Lemonade).

One thing I learned from this part of the project was the importance of casting a wide net when seeking new ways to connect with customers. A key takeaway from this process that I hadn’t expected was the similarity between the health industry and tech support. We were inspired by the proactive language and presentation of these newer healthcare companies, and that heavily influenced the directions we wanted to explore.

Very early on, we knew that our end goal was not to create another slide presentation that would be ignored, or something that was clearly a Customer support experience; instead, we wanted something that could capture the spirit of having a “personalized, proactive, and personalized” HP experience. The company loved to talk about being “one HP” so we wanted to bring that to life, and the best way to do that was through a concept video.

RESULTS

The timing of the video couldn’t have been better, not only did it resonate with Customer Support leadership, and receive praise for being the “Northstar” Customer Support” vision they had been looking for, it also lead to my team taking a critical role on HPX, a project to unify all of HP’s service and software in to one digital “front door” for HP.

HP | Reinventing Customer Support was nominated for and won an IF Design Award in 2022.