13-15 June 2018

Dynamic Earth, Edinburgh

Leveraging customer service expertise to improve UX

Session type:
Case Study

Session duration:
60 minutes

Presented by:

Llara Geddes

Beauty Bay

About this Case Study

When we have no available insight or hypotheses, the knowledge and experience in customer service teams can be invaluable in understanding our customers' issues. I'll share how I worked with the Beauty Bay customer service team to gather knowledge about customer pain points and actively make changes to end them.

Hear about my experience and the initial challenges of the work, as well as its impact on usability going forward. I'll explain the methods used to engage with the customer service team to help them to understand their value in the organisation, and will also talk about how customer service can potentially be leveraged to fill organisational UX skills gaps.

As Head of UX at Manchester-based Beauty Bay, I came into the (newly created) role with no starter for 10 in terms of either user research or data insight. In some ways, it could be considered a disadvantage. In others, it was a really interesting challenge and made me think laterally about how to build a starting point. It's definitely been an exciting learning curve and one that's potentially of interest to both agency and in-house UX-ers, providing easy and low cost ways to gain insight. At the time of writing, I've been with the company just over 4 months and am already seeing exciting change and impact.

About the Speaker

Llara Geddes is Head of UX at Manchester-based online make-up and skincare retailer Beauty Bay. With a background in marketing and customer service at schuh, she spent 4 years in agency-side UX at Edinburgh's Whitespace and Tayburn. In 2016 Llara moved to Manchester and joined amaze, where she spent just over a year as a UX consultant before taking on her current role at Beauty Bay.

Llara firmly believes in seeing UX permeate through an organisation, and sees customer service as just one part of that. She's also a believer in looking laterally to find talent within an organisation and is a supporter of promoting women and young people in tech. She's a STEM ambassador, a volunteer organiser with Ladies that UX Manchester and a speaker with TechNorth’s Northern Voices programme.


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