Smart Customer
Management System

Lead Service & Product Designer

Designed an innovative user experience for a smart queue and appointment management system, handling everything from early concepts to implementation. My responsibilities included customer journeys, shop layouts, kiosk interfaces, and the physical kiosk device itself.

UX Design

Strategy

Product Design

Service Design

UX Research

In-Depth Interviews

Usability Testing

Analytics

Problem

Long queues were the primary factor behind low customer satisfaction and poor NPS scores in Orange stores, with customers often waiting for over an hour. Previously, two ready-made systems were implemented to address this issue, but neither met Orange’s requirements and were subsequently discontinued.

>1h

common waiting time in Orange shop

Solution

I started by analyzing how customers behave in the shops and in the queue. Together with my team I made interviews with the customers and shop employees to understand the cause of slow customer service in the shops.

Using this knowledge I ran workshops with shop managers to find the best solution for both parties. I designed customer management system with their specific needs in mind.

System tailored for each and every shop

Orange shops where the system was installed differed significally. Some of the shops had 3 service desks while other had more than twelve on 3 different building floors. The traffic was uneven between the shops.

In each Orange shop we individually designed the system, taking into account the size, architecture, location, number of consultants and customers. This allowed for the best customer experience in the shop.

User tests on each stage

We conducted the user tests from the first concepts, through various prototypes, and after every new version.
During 2 years of developement we constantly improved the service based on the feedback from customers, consultants and store managers.

...and tuned to the needs of each employee

Working closely with the shop staff I designed seperate interfaces crafted specifically for each of their roles. My team managed to deliver to all of them.

Receptionist panel

The receptionist needed an easy to glance at information about current traffic, and the sales assistants needed a simple console to invite new customers.

Seller panel

I need quick access th current status of the queue. It helps me manage the siutuation in the shop

Shop manager console

Shop managers required detailed statistics about the traffic in different hours, days and the performance of each employee.

Regional shop manager console

Data from multiple shops were needed by the regional managers to see the results of each and compare

Results of the trial in 8 Orange Stores

– More than 250 000 customers were served
– Shorter serving time in shops with the system
– Higher customer satisfaction
– Better management of employees time

Roll out to all Orange Smart Stores in Poland

Cover image/Smart CustomerManagement System

Designed for customers across every generation...

Orange customer demographic was very diverse. What became evident during the research was that there wasn’t one possible solution that would fit all of the customers.

Scheduling an appointment

I don’t want to wait in the queue. I prefer to schedule an appointment.

Interactive SMS ticket

The younger demographic didn’t want to waste time sitting in the queue.
For them we introduced innovative sms tickets

Traditional paper ticket

Elders needed an intuitive solution that they were familiar with and didn’t want to learn a new one. We provided them traditional paper tickets in the kiosk.

>1h

common waiting time in Orange shop

Problem

Smart Customer
Management System

Lead Service & Product Designer

UX Design

Strategy

Product Design

Service Design

UX Research

In-Depth Interviews

Usability Testing

Analytics

Solution

Using this knowledge I ran workshops with shop managers to find the best solution for both parties. I designed customer management system with their specific needs in mind.

System tailored for each and every shop

User tests on each stage

Results of the trial in 8 Orange Stores

– More than 250 000 customers were served
– Shorter serving time in shops with the system
– Higher customer satisfaction
– Better management of employees time

Roll out to all Orange Smart Stores in Poland

...and tuned to the needs of each employee

Working closely with the shop staff I designed seperate interfaces crafted specifically for each of their roles. My team managed to deliver to all of them.

Receptionist panel

The receptionist needed an easy to glance at information about current traffic, and the sales assistants needed a simple console to invite new customers.

Seller panel

I need quick access th current status of the queue. It helps me manage the siutuation in the shop

Shop manager console

Shop managers required detailed statistics about the traffic in different hours, days and the performance of each employee.

Regional shop manager console

Data from multiple shops were needed by the regional managers to see the results of each and compare

Designed for customers across every generation...

Orange customer demographic was very diverse. What became evident during the research was that there wasn’t one possible solution that would fit all of the customers.

Scheduling an appointment

I don’t want to wait in the queue. I prefer to schedule an appointment.

Interactive SMS ticket

The younger demographic didn’t want to waste time sitting in the queue.
For them we introduced innovative sms tickets

Traditional paper ticket

Elders needed an intuitive solution that they were familiar with and didn’t want to learn a new one. We provided them traditional paper tickets in the kiosk.

Smart Customer
Management System

Lead Service & Product Designer

UX Design

Strategy

Product Design

Service Design

UX Research

In-Depth Interviews

Usability Testing

Analytics

>1h

common waiting time in Orange shop

Problem

The process

The project began with a thorough analysis of customer behavior in Orange shops, specifically focusing on their experience while waiting in line.
Together with my team, we conducted interviews with both customers and employees to identify the root causes of delays in customer service.

Main project phases

Ethnography & Desk Research

Observing customer behavior and analyzing existing data

Interviews in 4 Shops

Engaging with customers and employees to gather direct insights.

Workshops with Shop Managers

Collaborating with managers to align the system with operational needs.

Prototype & Customer Testing

Testing early prototypes and collecting feedback through focus groups.

Implementation in the First Shop

Deploying the system in a pilot store to evaluate real-world performance.

User Tests in the First Shop

Gathering feedback and improving the system based on early experiences.

Enhancements

Adding features such as a reception and a manager consoles for better control.

Rollout to 8 Stores

Expanding the system to additional shops to refine and validate scalability.

Full Rollout
Implementing the system in all Orange Smart stores.

Initial etnography + IDI research

The study aimed to identify the expectations of both customers and employees in Orange showrooms regarding the existing queuing system and their future needs. A qualitative approach, combining observations and in-depth interviews, was conducted across four showrooms—two with the current system and two without. Participants included both customers waiting for services and employees.

Key advantages of the queuing system from customer insights:

Order and comfort

• The queuing system introduces order and structure, making the process more manageable for customers.

• It enhances customer comfort by providing awareness of how many people are ahead in the queue, eliminating the need to monitor the line themselves.

• Customers appreciate the ability to plan their time while waiting, which adds to their convenience.

Improved experience

• The system reduces pressure on both customers and employees, creating a more relaxed environment.

• It contributes to better organization in the salon, benefiting both staff and customers.

Familiarity with similar systems

• Customers are already accustomed to similar queuing systems in other service outlets, including competitor stores, which helps foster acceptance.

Identified pain points:

The location and design of the ticket machine are problematic; customers often struggle to find it, especially when it’s not prominently placed near the entrance.

Difficulties operating the machine independently due to its resistive screen, which only responds to hard objects, causing confusion.

The kiosk’s unintuitive categories, based on the provision system, cause confusion. Customers choose faster-moving queues meant for new purchases or contracts, leading to chaos and mismanagement.

Inconsistency across stores, with different machines and varying visit purpose categories, causes confusion among customers.

The poorly placed queue display makes it difficult for customers to see their current number, further contributing to the chaos in shops already cluttered with advertisements.

Employee Expectations:

• The queuing system should provide order and structure, making the process manageable for customers.

• It must enhance customer comfort by clearly displaying their position in the queue, reducing the need for them to monitor it themselves.

• Employees need options to control the queue, such as pausing or terminating service, manually calling the next customer, and redirecting customers to the cash register.

• Stable and reliable system performance is essential.

• A simple, intuitive interface with clear customer service order information is crucial.

• The system should support automated customer counting, with an option for manual ticket removal when necessary.

• Employees require access to statistics, such as the number of customers served, service times for B2B and B2C, and logged hours.

• While automatic customer calling is useful, some employees prefer manual control.

Workshop with shop managers

Key design principles defined after workshop with store managers and a prioritization session:

Core principles:
• Reception in every store
• Simplified system for ease of use
• Equal treatment for all customers (no prioritization)
• Online booking reserved for sales-related services
• SMS notifications with real-time queue updates
• More precise traffic tracking

Key issues to prevent:
• VIP and special customer privileges
• Customers leaving after seeing queue length
• Separation of sales and post-sales customers
• Binary tracking and surveillance of employees
• Use of an electronic calendar for customer management

ukasz2567_workshop_with_whiteboards_with_employees_in_black_uni_8c67a2e4-22ce-4d2d-82ab-f4c1b12dee58 1

First prototype - Usability tests & FGI with customers

At the outset, we developed a simple prototype using an iPad mounted on an IKEA lamp stand. Despite the basic setup, the system was fully functional, built on a distributed microservices architecture with a Node.js backend and an Angular.js frontend for scalability and flexibility.

For our initial testing phase, we conducted usability tests and focus group interviews (FGIs) with customers to assess the prototype’s intuitiveness and accessibility. Feedback from these sessions highlighted key areas for improvement, which guided continuous iterations over the two-year development process. Input from customers, consultants, and store managers was integral to refining both the interface and the overall system.

Key system features

Designed for a multigenerational audience

Orange’s customer demographic was highly diverse. Our research showed that a single solution wouldn’t suit all customers. As a result, we tailored our system to meet the needs of various age groups.

Interactive SMS ticket

Younger customers wanted to avoid waiting in queues. For them, we introduced innovative SMS tickets, allowing them to manage their queue status digitally.

Scheduling an appointment

Some customers preferred to skip the queue altogether by scheduling appointments in advance, ensuring a more convenient shopping experience.

Traditional paper ticket

Older customers were more comfortable with familiar systems. We provided traditional paper tickets at kiosks, offering them an intuitive and reliable solution.

Optimized for Role-Specific Needs

Working closely with the shop staff, I designed separate interfaces tailored to each role, ensuring our system met the unique needs of every team member.

Seller panel

Sales assistants required quick access to the current queue status, helping them manage the flow of customers efficiently.

Shop manager console

Shop managers needed detailed statistics on customer traffic by hour and day, as well as insights into employee performance.

Receptionist panel

Receptionists required a quick, at-a-glance view of current traffic, with a simple console to invite new customers into the store.

Regional shop manager console

Regional managers needed data from multiple shops to compare performance and analyze results across locations.

Designing the kiosk

We found that no existing kiosk on the market met our expectations, particularly regarding accessibility and functionality. As a result, we needed to create a completely new kiosk system from scratch to cater to the diverse needs of customers at Orange showrooms. A primary design challenge was ensuring accessibility for individuals with disabilities, including wheelchair users.

Design principles

We focused on several key aspects to make the kiosk both user-friendly and inclusive:
• Height and reach accessibility: Design the kiosk at an appropriate height to ensure that all buttons, screens, and inputs are easily reachable for individuals in wheelchairs.
• Durability and usability: Ensure the kiosk can withstand heavy daily usage while remaining responsive and easy to operate. Accommodating various input methods, such as a stylus or a customer’s fingernail, will help address potential issues with resistive screens.

By adhering to these principles, future designs can enhance accessibility for a wider range of users while minimizing friction during customer interactions. The ultimate goal is to create a seamless solution that contributes to a more inclusive and efficient customer service environment in Orange showrooms.

Results of the tender

The tender process involved four contractors, each with a long-term agreement with Orange. After a competitive evaluation, the selected contractor was chosen based on their ability to meet specific criteria, including cost efficiency, service quality, and alignment with Orange’s operational requirements.

Evolution of the design

The kiosk design underwent at least three major revisions. The initial prototype delivered by the contractor deviated significantly from the visualizations and design principles. It was bulky, lacked adequate ventilation, and made accessing components like the printer challenging for servicing and paper replacement.
I proposed a design revision that improved these aspects and subsequently revised it again to better fit the Orange shop interior, opting for high-quality Corian and powder-coated steel. Although we aimed to make the kiosk even smaller and lighter, the required internal devices, as specified by my team, posed challenges in achieving this goal.

User tests of the system in the shop

Research objectives
Evaluate the new queuing system piloted at Orange Blue City, focusing on the ticket kiosk, queue monitor, advisor and manager consoles. Identify barriers and improvement areas for customers and staff.

Methodology
Qualitative study through observation and in-depth interviews with 15 customers, 6 customer advisors, 2 receptionists, and 2 managers.

Main research findings

Kiosk appearanceThe appearance of the terminal and its enclosure was positively assessed by both customers and salon staff. However, it is worth noting that during operation the device wobbles, giving the impression of being underpowered.

Recommendation: The ticket kiosk supplier should be requested to improve the enclosure of the kiosk to make it more stable and at the same time to maintain a modern, “light” appearance.

Kiosk interfaceCustomers easily operated the kiosk, preferring paper tickets over SMS tickets, citing short wait times and resistance to new technology. However, SMS ticketing was viewed as innovative, and its adoption could improve with staff encouragement.Recommendation:
Position the ticket kiosk near the reception desk to promote SMS ticketing and appointment scheduling, with staff assisting customers.

Display IssuesCustomers found the monitor poorly located, with limited queue visibility from the waiting area. The system only displays the current number, leaving the screen blank often, causing confusion. The audio signal was too quiet.

Recommendations:
Always show both the last and current ticket numbers on the display. Increase the audio signal volume and ensure monitor placement is visible from both the kiosk and the waiting area.

Consultant’s consolePerceived as user-friendly, though inconsistencies in the interface design compared to the ticket kiosk were noted. Employees suggested adding a “Finish” button to close customer service and an option for personalized appointments.Recommendations:
Implement a “Finish” button, appointment personalization, and display the last called customer’s position number.

Manager’s consoleThe manager’s console allows for real-time monitoring of the service desk and generates performance reports. Managers valued personnel statistics, which track individual consultant productivity, and customer metrics, showing waiting and service times. However, the charts displaying service time distribution were unclear, and the interface felt inconsistent with other system elements.

Recommendations:
Refine the charts for better clarity and ensure the console’s design aligns with the overall system. Incorporating feedback from managers at other locations could enhance its effectiveness across various stores.

Receptionist console
Front desk staff rely on the customer-facing kiosk and monitor for managing queues but lack dedicated tools for this purpose. The kiosk’s distant placement from the reception desk hinders their efficiency in assisting customers and addressing inquiries. This situation complicates front desk duties, directing customers, and promoting features like SMS ticketing and appointment scheduling.

Recommendations:
Relocate the kiosk closer to the reception desk for better access and workflow. Additionally, develop a specialized tool for receptionists that includes features for monitoring queue status, managing ticket types, handling appointments, and assigning priority numbers. Enhancing these capabilities will improve service and the overall customer experience.

Implementation in the first Smart Store in Poland

Driving a Seamless Omnichannel Experience

I collaborated with multiple corporate departments to ensure a seamless customer experience across all contact channels. Whether customers start their purchase online, over the phone, or by visiting a store, they can easily transition between channels based on their convenience. This flexibility supports Orange’s Omnichannel Strategy, particularly in enhancing the “Pick Up in Store” process.

Omnichannel Customer Journey

Aranzacja - dzieo nadgodziny - export-minejszy

Ordering

Waiting

Collection

Pick up in store process

Custom Solutions for Each Orange Shop: Expanding to More Locations

The Orange shops where the queuing system was implemented varied significantly in size and layout. Some had as few as three service desks, while others spanned three floors with more than twelve desks. Traffic levels also differed greatly between locations.

I personally designed the system layout for each shop, considering factors such as size, architecture, location, and the number of consultants and customers. This customization allowed for the best possible customer experience in each store. The process required negotiations with various departments to secure agreements on the most ergonomic placement, based on my detailed technical drawings.

Visibility of display and kiosk
Sample plan with customer managment system installed.

Arrangement of Customer Management System in Shop – Warsaw

Arrangement of Customer Management System in Shop – Kraków

Results after implementation in 8 Orange Stores

– Over 250,000 customers served
– Reduced service times in shops using the system
– Increased customer satisfaction and NPS in system-equipped stores
– Enhanced employee time management

This success led to a full rollout across all Orange Smart Stores in Poland.
The system’s adaptability and efficiency have not only transformed customer service but also created a scalable model that can be extended to other retail environments, driving long-term operational improvements and enhanced user experiences.

Smart Customer
Management System

Lead Service & Product Designer

UX Design

Strategy

Product Design

Service Design

UX Research

In-Depth Interviews

Usability Testing

Analytics

>1h

common waiting time in Orange shop

Problem

Solution

Using this knowledge I ran workshops with shop managers to find the best solution for both parties. I designed customer management system with their specific needs in mind.

System tailored for each and every shop

User tests on each stage

...and tuned to the needs of each employee

Working closely with the shop staff I designed seperate interfaces crafted specifically for each of their roles. My team managed to deliver to all of them.

Receptionist panel

The receptionist needed an easy to glance at information about current traffic, and the sales assistants needed a simple console to invite new customers.

Seller panel

I need quick access th current status of the queue. It helps me manage the siutuation in the shop

Shop manager console

Shop managers required detailed statistics about the traffic in different hours, days and the performance of each employee.

Regional shop manager console

Data from multiple shops were needed by the regional managers to see the results of each and compare

Results of the trial in 8 Orange Stores

– More than 250 000 customers were served
– Shorter serving time in shops with the system
– Higher customer satisfaction
– Better management of employees time

Roll out to all Orange Smart Stores in Poland

Designed for customers across every generation...

Orange customer demographic was very diverse. What became evident during the research was that there wasn’t one possible solution that would fit all of the customers.

Scheduling an appointment

I don’t want to wait in the queue. I prefer to schedule an appointment.

Interactive SMS ticket

The younger demographic didn’t want to waste time sitting in the queue.
For them we introduced innovative sms tickets

Traditional paper ticket

Elders needed an intuitive solution that they were familiar with and didn’t want to learn a new one. We provided them traditional paper tickets in the kiosk.

>1h

Smart CustomerManagement System

>1h

>1h

Smart Customer
Management System