LC Pharmacy is one of the largest pharmacy chains in Vietnam, rapidly expanding with thousands of stores nationwide. As part of its digital transformation, the company aimed to rebuild its entire sales, ordering, customer service, and inventory management systems. Among these, the Call Center played a critical role, as it served as the primary touchpoint between telesales agents and customers, directly impacting both order conversion speed and customer satisfaction.
My responsibility in this project was to enhance the telesales experience: eliminating tool fragmentation, modernizing the outdated UI, and helping agents shorten the time needed to consult and place orders over the phone.
In early workshops, my Design Manager and I quickly realized how inefficient the legacy system was.
Telesales had to juggle two seperated tools: a web portal for order entry and the Cisco softphone for calls.
The UI was outdated, inconsistent, and overly complex for new staff.
Cisco required IT installation and support—every technical glitch meant lost sales.
The conclusion was clear: the Call Center needed to be modernized, consolidated, and redesigned around the real workflow of telesales agents.
From demo sessions and discussions with the Tele Sales Manager, I ideated a flow that unified three core actions: calls, orders, and customer information. My main goal was to let telesales agents handle everything from a single screen instead of switching between fragmented tools.
Once the flow concept was defined, I collaborated with the Business Analyst, who translated it into a detailed process flow. This ensured that the design direction was consistent with business rules while reducing unnecessary steps and keeping agents focused with the right context during calls.
From the flow I had outlined, I created multiple wireframes to explore how calls, orders, and customer information could be handled in one seamless screen. These wireframes helped me validate the structure and interactions with stakeholders before moving into detailed UI design.
The first version of Call Center was designed with a very limited scope: it only included a call screen and a missed-call list, while order creation and inventory checks remained in separate tabs. It was a necessary first step—technically feasible, but clearly not enough for a smooth and efficient workflow.
For version 2.0, I redesigned Call Center as a standalone module informed by usability testing. The new design emphasized the Call Module as the primary focus, reducing distractions from action buttons. Agents could now handle calls, orders, and logs in one clear and unified screen.
For version 2.0, I redesigned Call Center as a standalone module specifically for telesales. Agents could now manage calls, create/review orders, and log activity—all from a single streamlined screen.
My biggest challenge was the lack of direct access to the old system due to security restrictions, which meant I couldn’t rely on real user data at the beginning. To address this, I gathered insights from stakeholders (Product Owner, Design Manager, Tele Sales Manager), studied best practices from similar call center systems, and validated assumptions through usability testing.
Another challenge was balancing technical feasibility with design ambition. With limited engineering background, I worked closely with developers, aligning design solutions step by step to ensure what I proposed was practical and implementable.
On top of that, relocating from Hanoi to Ho Chi Minh City added personal challenges. The cultural differences and new working style required me to adapt quickly, improve my communication, and develop stronger soft skills. This experience pushed me to become more flexible and resilient, both as a designer and as a teammate.