Jan - May 2023
Customer support operations were fragmented across workflows, tools, and teams—leading to inconsistent resolution, operational inefficiencies, and poor customer experience. This project focused on defining a structured roadmap to align support as a scalable, high-impact service.
The Customer Support Initiative lacked a clear direction, structured milestones, and a focused strategy for enhancing user experiences and support process. Without a defined roadmap, improvement efforts across customers, couriers, partners, and internal support teams were fragmented and reactive.
It became necessary to establish a structured, forward-looking roadmap that not only organized the initiative’s milestones but also ensured alignment with MRSOOL’s overarching product vision and strategic goals — driving more cohesive, impactful enhancements across the support ecosystem.
Primary Users:
Indirect Users:
How might we create a clear, strategic roadmap that empowers internal teams to deliver better support experiences — while ensuring all improvements align with MRSOOL’s vision for a seamless, scalable, and user-centric product?
Conducted desk research across internal strategy materials (vision, North Star metrics, customer and partner promises, and support workflows workshop outcomes) to align the Support Initiative with broader business objectives and success metrics.
This was complemented by synthesizing existing user research across all service actors—customers, couriers, partners, and internal teams—revealing systemic gaps across the support experience.
This stage established a shared strategic direction for support as a cross-functional service and connected support initiatives to business outcomes, not isolated improvements.
Constraint and Tradeoff: Relied on existing research and fragmented internal sources, requiring synthesis rather than net-new discovery
This stage created clarity across scattered initiatives and overlapping efforts, through Identification of high-impact gaps and avoided duplicating ongoing work.
Mapped Support Initiative objectives by aligning user needs, operational gaps, and business priorities.
Audited ongoing efforts through tools like Notion and Jira, conducting a lightweight retrospective to understand:
Transformed roadmap from a list of tasks → structured decision-making system, enabling better visibility, prioritization, and cross-team alignment.
Designed a standardized project framework in Notion to bring consistency across initiatives, including:
Prioritized improvements, focusing first on routing efficiency and agent workflows to unlock immediate operational gains. Prioritized projects using Jeanette Fuccella’s Prioritization Framework (2021):
Built multiple roadmap views tailored to different stakeholders:
This made the roadmap actionable and navigable for different teams, and enabled teams to understand dependencies and sequencing clearly
Defined a structured set of milestones and projects, each tied to specific service gaps and opportunities.
Facilitated design reviews with Product Design leads, and Product, showcased the roadmap to the broader Customer Support Initiative stakeholders for alignment in long-term strategic planning, setting a foundation for future enhancements and scaling efforts.
Facilitated cross-functional workshops to deconstruct how support operates across user journeys. Transformed fragmented, tribal knowledge into a structured system of root causes, decision logic, and resolution flows, revealing gaps between product experience and operational reality.
Complaints are often treated as isolated incidents—but in reality, they unfold as multi-stage journeys shaped by interactions, systems, and emotions. This project reframed complaints as a service journey, uncovering systemic breakdowns and transforming a fragmented, ticket-based model into a contextual, SLA-driven system—reducing resolution time and improving efficiency, clarity, and overall experience.
Let’s talk and design whats next.
