Mobile Phone Customer Experience Dashboard - Design Case Study

Screenshot of dashboard design
Wireframe of Customer Feedback dashboard

The project

I created the UI and UX design of emails, a survey and a web-based survey analysis dashboard product. I led on the design for this well-known mobile phone supplier. KPMG's Insight Cloud dashboard product analysed the client's customer experience (CX) scores. This directly led to customer service improvements for the customer. The product was populated by data from customer satisfaction surveys. Customers were invited by email to complete the questionnaire. This project took place mostly during the Covid 19 lockdown of 2020. I improved the usability, accessibility and user journeys of the digital products.

The brand name is hidden in the screen shots to provide some client confidentiality. Dummy data is used to protect client data.

My role

As the senior UI and UX designer I created sketches, wireframes, mock-ups, prototypes and crafted all the HTML, CSS and the front-end user interface elements, ensuring the dashboard and survey was fully mobile responsive, accessible, met user needs and was easy to use. I led on all the UX design decisions, and I worked alongside project managers, account engagement managers, data and insight analysts and product managers to deliver the dashboard product, emails and survey.

Discovery phase and researching the problem

The client previously used two core products to collate customer feedback, but both were poorly designed and not user friendly. A bespoke dashboard design was needed that brought the core customer experience feedback to life.

Client scoping

Video conference meetings with the client determined business aims for the use of the dashboard and the questions that the wanted in the Survey.

Internal scoping

Video calls internally determined what was in project scope and how to best achieve the client's aims.

Screenshot of sitemap

Defining the user and client requirements

A schematic document in Excel mapped the survey questionnaire answer types to the types of charts on the dashboard.

User journey and user flow

In remote video conference meetings, we held brainstorming sessions with sketched ideas in Invision (from Sketch) and in PowerPoint detailing each chart and infographic each user group could see, and the basic information architecture. I presented a sitemap and basic user flow, which informed our direction.


I used client meetings to better understand the types and groupings of users and their particular needs, in using the new dashboard.

User groups and personas

Senior Manager - CX
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  • Top-level scores on CX problem scores.


  • Too much detail, or too little.


  • PC and desk based.
Manager/Team Leader - CX
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  • Team performance monitored against targets.
  • Create recommendations from the feedback for the team.


  • Customer feedback needs good theme categorisation.


  • In office for top-level reporting.
Senior Manager - Brand
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  • To gain insight in how to strategically improve the brand perception.


  • Reputation feedback is often unclear.


  • Desktop PC at home currently.
Manager/Team Leader - Brand
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  • Top-level team feedback of brand performance.
  • View the data, themes and comments to identify marketing issues.


  • Reporting on previous platforms was laborious.


  • PC in an office.
Manager - Phone shop
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  • Team performance monitoring against targets.
  • To view easily where the team’s performance was below that of other teams.


  • Accuracy of cross team performance needs improvement.


  • In shop usually, now remote online sales.
Manager - Call Centre
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  • Identify customer service areas for improvement.
  • Actions planning required to improve low scoring areas.


  • Customer retention problems need quicker turn around.


  • Desktop PC, currently remotely.
A sketch

Design development of potential solutions

From the client requirement phase we refined our ideas based on what we had discovered.

Ideation – brainstorming

With further client and internal video calls we determined a structure of the dashboard based on key user divisions and started to understand the key chart types and required infographics.

Sketching, wireframes and iterating on user feedback

The core layout, structure and content were sketched out in my sketchbook. Low and mid fidelity designs were shared with the client for rapid user feedback, iterating the designs and improving them.

Design delivery

I created a variety of design assets for this project:

Survey invite email design

  • Designs in Sketch.
  • Imagery in Photoshop CC.
  • Prototypes in Invision.

Survey designs

  • Designs in Sketch.
  • Prototypes in Invision.
  • Some mock-ups in HTML.

Low fidelity dashboard wireframes

  • Designs in Sketch.
  • Prototypes in Invision.
Low fidelity wireframe
Low fidelity wireframe

Final designs

  • Fully branded designs in Sketch.
  • Prototypes in Invision.
Full mock-up wireframe
Full mock-up wireframe

Build phase

The main components of the product were rolled out to the client with several build phases.

Email build

  • CSS, images and fonts supplied to developers for the email software.

Survey build

  • CSS, images and fonts supplied to developers for the survey software.

Dashboard build

  • Best practice in code and security, with Agile sprints.
  • Charts and data were provided by Implementation Team colleagues, and I styled the data visually and graphically.
  • HTML, LESS, CSS, images, fonts and front-end user interface elements were added to the product using GIT.
  • I styled Highcharts JS plugin for Dashboard charts.
  • The product was a fully responsive, mobile web delivered piece of software.

Support phase

There was an incremental delivery of the product in an agile way, with releases on a UAT test site for the client to view with a variety of bug testing and refinement stages.

User feedback and iteration

  • UAT testing, usability testing accessibility and QA.
  • Observations of users using the dashboard.
  • Stakeholder feedback sessions.

Results and reflections

  • CX improved. Problem areas in customer experience were addressed through this project.
  • Feedback was gained through the dashboard to substantially improve the brand marketing. This led to an increase in revenue and a return on investment for the client with the product.
  • I improved the usability of customised branded dashboard, as seen in user feedback.
  • Survey completion and engagement increased, based on our analytics.
  • I improved the accessibility of the surveys and dashboards. This was measured in our benchmark tools.
  • I improved cross functional team dialogue, noted by feedback.
  • Insight Cloud licenses renewed. Sales increased.