AI-Powered Call Summarisation Tool

Role: Senior UX Designer

At Tesco’s Customer Engagement Centre (CEC) in Dundee, the main hub for grocery, delivery, and Clubcard queries, handling around 9 million customer calls each year, agents manually logged every interaction, a slow and repetitive process that took around 102 seconds per call and disrupted the overall customer experience. I designed an AI-powered call summarisation tool to automate and streamline this workflow.

Outcomes

66%

Reduction in call logging time

95%

Agent-rated accuracy

£3.5M

Estimated annual savings

Expertise

User-Centered Design

Cross-functional

UI

Prototyping

Wireframes

UX

My role at Tesco

I led the UX design for Tesco’s AI-powered call summarisation tool, partnering with a user researcher and the optimisation team to test and validate the experience. Working closely with product, engineering, and data science, I designed the end-to-end workflow, from mapping existing processes to prototyping and iterating based on agent feedback.

My focus was on making automation seamless, trustworthy, and fully integrated into Tesco’s customer service ecosystem following the Design System and adding new components.

Business goals

Tesco’s Customer Engagement Centre (CEC) handles millions of customer interactions each year, from online grocery orders to Clubcard and delivery queries. Each call required agents to manually log key details, consuming valuable time and creating inconsistencies in data quality.

The goal was to improve operational efficiency by introducing intelligent automation that could accurately summarise customer calls within Tesco’s CRM system. By reducing manual effort, Tesco aimed to lower handling times, improve data consistency, and free agents to focus on empathy and problem-solving rather than administration.

Beyond productivity, the initiative sought to build trust in AI-assisted workflows, proving that automation could enhance, not replace, the human connection at the heart of customer service.

My focus was on making automation seamless, trustworthy, and fully integrated into Tesco’s customer service ecosystem following the Design System and adding new components.

The process

Research & Mapping

Conducted workflow audits and shadowed live agent calls to identify friction points.
Mapped the end-to-end “Coupon Didn’t Work” scenario to visualise current vs. future state.
Highlighted redundant manual actions such as duplicate data entry and post-call summaries.

Ideation & Prototyping

Designed AI-assisted interfaces integrated into OneCEC's contact log.
Introduced automated speech-to-text transcription, summarisation, and intent detection.
Created low-fidelity wireflows for voice and text channels (calls & social media).

Testing & Iteration

Ran usability testing sessions with 12 agents across multiple service teams.
Iterated on AI summary phrasing and confidence indicators based on feedback.
Validated accuracy and perceived trustworthiness through A/B testing.