Project:
Role: Principal UX Designer
Type: Workflow Enhancement (not from scratch)
Team: Product Owner, Engineering, QA
Tools: Figma, Miro, Jira
Timeline: 8 weeks
Objective:
Enhance the existing port-in submission flow to enable self-serve resubmissions, reduce support call volumes, and improve customer satisfaction.
Empathize – Understanding the Problem
The original system did not allow users to resubmit if their port-in request failed. Instead, customers were forced to:
- Call support to manually resolve issues
- Experience long delays and unresolved frustrations
- Repeat information they had already provided online
Research Conducted
- Stakeholder interviews: With support and operations teams to understand volume and call patterns
- User interviews: With 8 customers who experienced failed port-ins
- Analytics review: Identified drop-off points and error triggers
Key Pain Points
- No ability to retry or edit failed submissions
- High dependency on phone-based resolution
- Frustration from repeated steps and delays
Define – Problem Statement
“When users encounter an error during port-in, the current system forces them to rely on phone support, causing frustration, increased support costs, and delays in service activation. Users need a seamless way to resubmit or fix errors online without manual intervention.”
Success Metrics
- Reduce support call volume related to port-in issues by 25%
- Improve task completion rate for port-ins by 30%
- Increase user satisfaction (CSAT) score for the port-in journey
Ideate
We explored enhancements through collaborative whiteboarding and co-design sessions with stakeholders.
Key Ideas Explored
- Introduce resubmission capability within the product
- Add inline error messages and suggestions
- Show submission history/status so users know what’s next
- Offer real-time validation of key data fields
Prototype
UX Enhancements Implemented
- Editable Resubmission Flow: Users can now fix and re-submit failed port-in attempts directly on the platform
- Step-by-step UI Guidance: Simplified instructions at each phase of the process
- Real-time Feedback: Error messages show users exactly what went wrong and how to correct it
- Confirmation + Tracking Page: Lets users track submission status and resubmissions
Prototypes were created in Figma and tested internally before user testing.
Test
Usability Testing
Tested with 6 users who previously encountered failed port-ins. We observed:
- 100% were able to complete a resubmission without external help
- Average task completion time dropped by 35%
- CSAT scores for the experience increased from 3.2 to 4.6/5
Outcomes
- 📉 Support calls related to port-ins dropped by 28% within 1 month
- ✅ Task completion rate improved by 32%
- 🎯 Faster resolution times and improved NPS for the onboarding experience
- 🧩 The pattern was adopted for other forms needing user resubmission (e.g., payment failures)
Reflection
What I Learned
- Improving existing systems can have massive impact when guided by user pain points
- Cross-functional collaboration helped balance tech constraints with user needs
- Clear error messaging and ownership paths reduce support burden and improve trust
Prototype link can be provided if needed.
itsmaryamsalam.com 