Call Center Application Tutorial for Standard Chartered Bank

 By |Aug30, 2010 Case Study Add comments

The application tutorial development for Standard Chartered Bank was a challenging and interesting exercise for Kern. It was challenging because Kern’s usability team had designed the single screen application – a migration from their old legacy system.

Kern’s usability team designed an intuitive application. The users could use the application without any training. However, the organization mandated the need for application training as part of their training process. The challenge was to design a training program that would motivate users to attend an application tutorial without getting a sense of redundancy.

Kern started the project by digging into the contextual inquiry findings of the research team to understand the needs, wants and motivations of the users. After getting a sound handle on the demographic and psychographic details of users, we went about gathering information regarding the application tutorial.

Key Challenges

1) Restricted access to the live application

As per security norms of the bank, we had restricted access to the live application. We could access the application only in the UAT environment.

2) Missing info in UAT

The application had a lot of gaps and missing info during the UAT environment. Also, since the application was WIP (work in progress), there were numerous changes in the screens, tabs, and fields. These made it difficult to capture videos, take screen shots, and finalize the process steps in the tutorial.

3) Multiple SMEs for similar topics

Multiple subject matter experts for a single query always caused confusion in capturing and validating information.

4) Lack of documentation

Application had numerous tabs, fields, and text boxes, which are completely banking domain specific. Initially we had difficulty describing the fields, tabs, and text boxes in absence of documentation.

Key Strategies Used

  • We sent a team to client site to gather information during live UAT environment.
  • The onsite team also validated and plugged information gaps pointed out by ID team. They contacted SMEs personally, validated information, and filled out the gaps.
  • We finalized the instructional strategy for the tutorial. We decided to follow a task-based or a scenario-based approach. We worked with SMEs to finalize a list of tasks commonly performed by Customer Service Officers (CSOs).
  • The objective was to make CSOs practice real-life call taking scenarios using the application and rather than making them go through a technical documentation about the application.
  • At a micro strategy level, the tutorial was divided into 3 parts:

CC tutorial (for CSOs who handle Credit Card related activities)
Banking tutorial (for CSOs who handle Banking related activities)
Processing Queue (for the handlers of marked queries)

  • Each part had four different modules:
  • Module 1) Quick Tour: Which gives an over all understanding of the C1S application- including the description about the main tabs/ buttons of the application
  • Module 2) Performing tasks: Self playing videos, which were captured as per the important task each CSO has to do and all were based on scenarios related with CSO’s daily activity
  • Module 3) Practicing tasks: Practicing videos, where the learner was able to interact with the video; Not self playing videos instead it played as per the input from the learner; Also provided the hints, guidance and alerts to the learner
  • Module 4) Post assessment: The final question bank to test the learner
  • At the end of each module, there was a small CYU (Check your under standing).
  • At the end of each video, we dedicated a screen to summarize the steps involved in completing a particular task.
  • Screen shots were used to teach the tasks with less than three steps.
  • Since the application may change over time, the design had to be dynamic to cope with changes and avoid rework.

Key Learning

  1. The development team must have complete access to the live application or begin tutorial development for applications that are almost 95% developed.
  2. One point access to an SME- ideally a single point of contact for the entire application- is crucial. We must have access to existing training managers to prioritize tasks performed by users.
  3. We must have access to proper documentation of the application, including the functioning and description of terms, fields, tabs, buttons of the application.

Best Practices

  1. Learner analysis: Learner analysis helped the ID to come up with an effective learning strategy for Application Training.
  2. Learner testing was done after the alpha release. The observation from the learner testing helped us to make many changes in the training to make it more users friendly and self based. It also helped in delivering a professional and well-developed final tutorial.
  3. Meeting client face to face helped a lot in delivering the product on time, getting the queries answered faster, and also it provided a clear understanding of how the contact person is personally and that helped in treating each contact person accordingly.
  4. Meeting the training managers helped in understanding the existing training strategy. The trainers also helped in categorizing the important tasks for a CSO. Trainers helped the ID with the typical terms and lingo they use inside client office to refer some terms.

For example, we had used ‘tagging a call’. But learners were confused at the term during learner testing. Trainers could helped us in making it as ‘marking a call’, which is the common term in SCB for the particular task.
  5. Involvement of the entire development team (GD, ID, Programmer and Project Manager) at the beginning of the project eliminated feasibility related concerns. It also helped us experiment with new tools and technology during the project.


  • The self-paced online tutorial was the first of its kind for SCB and it helped them cut down on training time from 27 days to just 7 days.
  • Since it was a task-based tutorial, the users became familiar with the application and the processes during the training phase. This helped increase their productivity.

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One Response to “Call Center Application Tutorial for Standard Chartered Bank”

  1. Geeta Bose Says:

    It was interesting the way we approached the tutorial. While most application tutorials end up being a technical manual or a technical documentation of the application, we consciously wanted the tutorial to provide a \’fail safe\’ practice ground for learners new to the application. Learners found it challenging to attempt each task in the new application in contrast to their earlier legacy system; and in the process learned about the new tabs and fields of the new application.

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