Call Centre
Designing an enterprise Call Centre platform that streamlines assisted food ordering, improves operational efficiency, and delivers a consistent customer experience across multiple restaurant brands
Project Overview - Call Centre
The Call Centre Ordering Platform was designed to support customers who prefer placing orders over the phone while providing call centre agents with the tools needed to process orders efficiently.
While online ordering continued to grow, a significant portion of customers remained hesitant to use digital platforms due to technology barriers, trust concerns around online payments, or simply a preference for human interaction.
The challenge was to create a Call Centre solution that delivered the same benefits as online ordering while maintaining a familiar and accessible experience for customers.
At the time of implementation, the Call Centre was responsible for approximately 50% of the restaurant group's total sales, making it a critical channel for both revenue generation and customer retention.
Project Goals
- Provide an inclusive ordering channel for customers who prefer to place orders by phone or are unable or unwilling to order online.
- Create a seamless assisted ordering experience by enabling Call Centre agents to complete orders using the same workflow as customers on the online ordering platform.
- Reduce call handling time through intuitive agent workflows, customer profiles, and reusable order information.
- Improve order accuracy by mirroring the online ordering experience and reducing manual errors during order capture.
- Deliver a consistent omnichannel experience by synchronising Call Centre and online ordering, ensuring a unified customer account and order history.
- Increase operational efficiency by simplifying order management while supporting high call volumes across multiple restaurant brands.
- Build long-term customer relationships by storing customer preferences, delivery details, favourite stores, and previous orders to personalise future interactions.
- Maintain customer confidence by providing automated order confirmations and real-time status updates after an order is placed.
- Design a scalable platform capable of supporting multiple restaurant brands, high transaction volumes, and future product enhancements.
The Business Challenge
Although online ordering platforms were available, a large customer segment continued to rely on telephone ordering. Research identified several common reasons:
- Limited confidence using online technology
- Concerns around entering banking information online
- Preference for speaking to a real person
- Older customers with lower digital adoption
- Customers requiring assistance with menu selection and order customisation
The business needed a solution that would support these customers without creating a disconnected experience from the broader ordering ecosystem.
My Process
Team Members: Design, Product Owner, Senior Engineer, Business Analyst
Research & Discovery
Journey Mapping
Wireframing & Design
Collaboration
Testing & Iteration
My Process Explained
- Research & Discovery
Reviewed business goals, analytics, customer feedback, and competitor experiences to identify usability issues and opportunities for improving the ordering journey.
- Journey Mapping
Mapped the end-to-end customer journey to uncover friction points, simplify key interactions, and prioritise high-impact improvements.
- Wireframing & Design
Created wireframes and interactive prototypes to validate ideas before designing a scalable, responsive interface using a reusable design system.
- Collaboration
Worked closely with product managers, developers, and stakeholders throughout the project to balance user needs, business goals, and technical constraints.
- Testing & Iteration
Validated designs through stakeholder reviews and usability testing, refining the experience based on feedback before development.
Focus Points
Designing a Digital Experience for Non-Digital Users
- Why it matters
The primary design objective was to allow customers to enjoy the benefits of online ordering without requiring them to interact with technology directly. Not all customers are comfortable with digital platforms, yet they still expect convenience and efficiency.
- Design Solution
Call Centre agents act as digital proxies for customers by placing orders on their behalf through a purpose-built ordering dashboard.
- User Benefit
Customers receive a personalised ordering experience while avoiding technology barriers.
- Business Impact
Broader customer reach and increased order completion across all customer segments.
A Dashboard That Mimics Online Ordering
- Why it matters
Restaurant staff and support agents should follow the same ordering workflow as customers. Agents browse menus, select products, customise items, and complete transactions using the same structure as the customer-facing ordering platform.
- Design Solution
Call Centre agents act as digital proxies for customers by placing orders on their behalf through a purpose-built ordering dashboard.
- User Benefit
Customers receive accurate orders regardless of ordering channel.
- Business Impact
Reduced training requirements, increased efficiency, and consistency across ordering channels.
Unified Customer Profiles
- Why it matters
The platform stores key customer information including:
- Name
- Telephone number
- Delivery address
- Preferred store
- Delivery or collection preference
- Special delivery instructions
- Previous ordering history
Customers should not need to repeat information every time they place an order.
- User Benefit
Faster ordering experiences and personalised service.
- Business Impact
Improved customer satisfaction and reduced call handling times.
Returning Customer Experience
- Why it matters
Returning customers are identified through their existing profiles. Repeat customers should experience less friction when placing orders.
- Design Solution
Previously stored information automatically populates the order journey.
- User Benefit
Reduced effort and shorter call durations.
- Business Impact
Increased operational efficiency and customer loyalty.
Omnichannel Customer Experience
- Why it matters
One of the key goals of the platform was to eliminate the distinction between digital and assisted ordering. Customers should be able to switch between channels without losing continuity.
- User Benefit
A seamless experience regardless of how they choose to place an order.
- Business Impact
Higher customer retention and stronger brand loyalty.
Final Results
Qualitative Impact & Learnings
The Call Centre Ordering Platform successfully bridged the gap between traditional ordering methods and modern digital commerce.
By creating a dashboard that mirrored the online ordering experience, the business was able to support customers who preferred telephone ordering while maintaining operational consistency and customer data integrity.
The platform enabled:
- Support for customers with lower digital confidence
- Consistent ordering experiences across channels
- Faster repeat ordering through stored customer profiles
- Improved delivery accuracy through saved customer preferences
- Reduced agent training requirements
- Real-time customer communication
- Unified customer order histories
- Support for a channel responsible for 50% of total sales
This project demonstrates that effective product design is not always about encouraging users to adopt digital experiences. Sometimes the most impactful solution is creating systems that adapt to customer needs while still delivering the operational benefits of digital transformation.
By designing a Call Centre platform that mirrored the online ordering journey, the business successfully supported a broader customer base while maintaining consistency, efficiency, and customer satisfaction across all ordering channels.
My Role
- My Role
- Product Strategy, UX Research, Stakeholder workshops, Journey Mapping, User Flows, Wireframing, UI Design, Prototyping, Design System, Developer handoff, Usability Testing, Analytics & QA
- Collaborated with
- Product Managers, developers, business analysts, QA and Customer support and users.