I just wanted help with my order...Why so complicated?!
#GodDamnIt
The Problem
A lot of users can’t seem to find the right solution to solve their problem.
The result...
Chill day my a**.
CX being overloaded with requests that can easily be self solved with the right UX structure.
Main Pain Points
Overload of tickets to customer service via Phone and Email.
1
Un-unified customer experience, scattered around different platforms and different teams.
3
Users don’t find what they are looking for and are exposed to a lot of irrelevant info.
2
Main Concept
Recreating our help center using Zendesk services, while focusing on simple & fast self-help solutions & CX support.
An accurate blend of self-service and reactive 24-7 availability with so many automated flows that simplify everything for our customers.
Main KPI's
Decreasing Customer Care contacts from all channels (mainly phone calls).
Uplift in CR - Due to Increasing content for pre-purchase questions and callouts to speak with live agent.
Research insights
Watching and learning about real user behavior with FullStory platform, with addition to Baymard Institute research platform.
FullStory (Data Capture Solution - Sessions view) main insights:
Search bar is king.
Users aren’t sure where the relevant content is located within the help center. They tend to jump from one article/subject to the next, as seen on FullStory tool.
73% of users tend to enter the help center after trying & failing to do an action by themselves.
56% of users tend to go back to articles they already read.
Help center - Old version
Solutions
Search bar is king.
1
The search bar is always reachable from any entry point and is on fixed position in the header.
2
Auto complete while typing.
3
In case of no results - the user is referred to the live chat for a quick and efficient help.
Fast actions.
1
Users are usually looking for a specific action and can’t seem to pin point where it is. The fast actions have been chosen based on fresh data from the CX.
2
The quick actions are integrated with our Live chat bot. Resolving the problem faster and in an innovative way (The copy makes sure that the overall flow experience is not interrupted).
3
The user can be referred to a Live agent by the bot, if requested.
Fast actions integrated with live chat
Categories & subcategories.
1
Displaying the categories subjects according to our data.
2
Instead of displaying the Subject name only, a hover state has been added. Showcasing the top 3 most popular subcategories in order to help the user skip a few steps.
Internal navigation.
1
Mini card of all categories is always available on the right side (sticky).
2
Article feedback component - measures user satisfactions and refers users to a live agent when the feedback is negative.
Mini card of all topics.
Real Time Results
We have surpassed our goals & were able to reduce roughly 30% of previous interactions which required a human interaction.
