Designing support experince
Reduced overall contact rate by 15%
Designing support experince
Reduced overall contact rate by 15%
Designing support experince
Reduced overall contact rate by 15%
Designing support experince
Reduced overall contact rate by 15%
Designing support experince
Reduced overall contact rate by 15%
Designing support experince
Reduced overall contact rate by 15%
Context
Context
2 Months
2 Months
Project Duration
Project Duration
Product designer
Product designer
My Role
My Role
1 PM, 1 Product Designer, 1 UX Researcher, 4 Developers
1 PM, 1 Product Designer, 1 UX Researcher, 4 Developers
Team
Team
Urban Company
Urban Company
Asia's largest technology marketplace for home services, serving in 4 countries (India, Dubai, Singapore, and the US) with 50,000+ partners and 25+ million users
Asia's largest technology marketplace for home services, serving in 4 countries (India, Dubai, Singapore, and the US) with 50,000+ partners and 25+ million users
Project overview
Project overview
Reducing support contacts by 15% & revamping the help center with Urban Company's new design system. This strategic move was made to reduce overall support costs and minimize business expenses
Reducing support contacts by 15% & revamping the help center with Urban Company's new design system. This strategic move was made to reduce overall support costs and minimize business expenses
Quick summary
Quick summary
The problem
The problem
Bussiness + User
Bussiness + User
Higher Contacts > Higher Support Cost > High Business Revenue
Higher Contacts > Higher Support Cost > High Business Revenue
Users resorted to voice calls to resolve their concerns which leads to higher support costs contributing to almost 15.7% of AOV.
As a part of the company-wide cost-cutting initiative, our mission was to mitigate these expenses
Users resorted to voice calls to resolve their concerns which leads to higher support costs contributing to almost 15.7% of AOV.
As a part of the company-wide cost-cutting initiative, our mission was to mitigate these expenses
KPIs
KPIs
Contact Rate (CR), Support Cost, and Resolution Rate (RR)
Contact Rate (CR), Support Cost, and Resolution Rate (RR)
Final solution
Final solution
01
01
Personalised and relevant content
Personalised and relevant content
02
02
Self-help flows
Self-help flows
03
03
Ticket tracking system
Ticket tracking system
04
04
Improved information architect
Improved information architect
05
05
Content Localization
Content Localization
It’s impact
It’s impact
~77%
Social media escalations decreased
Social media escalations decreased
~80%
Google search impressions dropped down
Google search impressions dropped down
~85%
Duplicate tickets went down in consumer
Duplicate tickets went down in consumer
15.4%
Contact rate dropped from 39% to 33%
Contact rate dropped from 39% to 33%
₹21cr
₹21cr
Support Cost Saved from ₹79cr to ₹58cr
Support Cost Saved from ₹79cr to ₹58cr
Research
Research
Qualitative research method and it's insights
Qualitative research method and it's insights
User Session Analysis
Went through 20 recorded support sessions of customers and partners from top 3 issue categories
User Session Analysis
Went through 20 recorded support sessions of customers and partners from top 3 issue categories
User Session Analysis
Went through 20 recorded support sessions of customers and partners from top 3 issue categories
Feedback Analysis
Analyzed Google Play Store, LinkedIn, Facebook and Google Impressions
Feedback Analysis
Analyzed Google Play Store, LinkedIn, Facebook and Google Impressions
Feedback Analysis
Analyzed Google Play Store, LinkedIn, Facebook and Google Impressions
Insights gathered
Insights gathered
12/20
Raised fresh tickets
12/20
Raised fresh tickets
12/20
Raised fresh tickets
6/10
Customers related refund issues
6/10
Customers related refund issues
6/10
Customers related refund issues
8/20
Duplicate tickets regarding status which also highlighted
8/20
Duplicate tickets regarding status which also highlighted
8/20
Duplicate tickets regarding status which also highlighted
60%
Escalations due to late resolution
60%
Escalations due to late resolution
60%
Escalations due to late resolution
17/20
Resolution time is high
17/20
Resolution time is high
17/20
Resolution time is high
75%
Unsatisfactory content on HC
75%
Unsatisfactory content on HC
75%
Unsatisfactory content on HC
Quantitative research
Quantitative research
Analyzing data
Used dataset from top 3 reported issues of both users
Analyzing data
Used dataset from top 3 reported issues of both users
Analyzing data
Used dataset from top 3 reported issues of both users
Insights gathered
Insights gathered
70%
Duplicate tickets for both users
70%
Duplicate tickets for both users
70%
Duplicate tickets for both users
2x
Time for getting refund. Usually 10-14 business days
2x
Time for getting refund. Usually 10-14 business days
2x
Time for getting refund. Usually 10-14 business days
70%
Customer escalations on social media
70%
Customer escalations on social media
70%
Customer escalations on social media
35% Partners
Unaware of help center vs SOS helpline
35% Partners
Unaware of help center vs SOS helpline
35% Partners
Unaware of help center vs SOS helpline
75%
Tickets via SOS which are 2x more costlier than regular ones
75%
Tickets via SOS which are 2x more costlier than regular ones
75%
Tickets via SOS which are 2x more costlier than regular ones
12%
Partners understands english
12%
Partners understands english
12%
Partners understands english
80%
Resolution time > 5 days
80%
Resolution time > 5 days
80%
Resolution time > 5 days
User flow
User flow
A quick look at the flow of both of the users
A quick look at the flow of both of the users
Defining the Problem
Defining the Problem
With a clear understanding of user pain points, we shifted to problem definition, underpinned by data and user behaviour. We triangulated major problems such as
With a clear understanding of user pain points, we shifted to problem definition, underpinned by data and user behaviour. We triangulated major problems such as
Accessibility and Navigation
Many users struggled to find solutions related to their bookings or general queries within the Help Center.
Accessibility and Navigation
Many users struggled to find solutions related to their bookings or general queries within the Help Center.
Accessibility and Navigation
Many users struggled to find solutions related to their bookings or general queries within the Help Center.
Broken Content
Even when users found relevant articles, they often lacked the conviction to resolve their issues, resulting in a surge of voice calls
Broken Content
Even when users found relevant articles, they often lacked the conviction to resolve their issues, resulting in a surge of voice calls
Broken Content
Even when users found relevant articles, they often lacked the conviction to resolve their issues, resulting in a surge of voice calls
Low Issue Discovery
Even when users found relevant articles, they often lacked the conviction to resolve their issues, resulting in a surge of voice calls
Low Issue Discovery
Even when users found relevant articles, they often lacked the conviction to resolve their issues, resulting in a surge of voice calls
Low Issue Discovery
Even when users found relevant articles, they often lacked the conviction to resolve their issues, resulting in a surge of voice calls
These collective challenges manifested as higher contact rates and higher business costs
These collective challenges manifested as higher contact rates and higher business costs
Approach toward the problems
Approach toward the problems
Our approach was multifaceted, we put our users at the center of the designs.
Our approach was multifaceted, we put our users at the center of the designs.
Personalized Information Architect
Personalized Information Architect
After going through established support systems of major apps like Airbnb, Amazon, Swiggy, Dunzo, Blinkit, and Zomato. I found issues are generally divided into major buckets depending on usability.
We broke down issues into two major buckets for both of the users. Keeping the same behavioural modals lowers the cognitive load due to which users can find their issues easily.
After going through established support systems of major apps like Airbnb, Amazon, Swiggy, Dunzo, Blinkit, and Zomato. I found issues are generally divided into major buckets depending on usability.
We broke down issues into two major buckets for both of the users. Keeping the same behavioural modals lowers the cognitive load due to which users can find their issues easily.
Dynamic content
Dynamic content
Situation-specific content, ensuring users saw precisely what they needed in specific situations.
Situation-specific content, ensuring users saw precisely what they needed in specific situations.
For instance, inquiries about refund status led to "Most Recent Refund Status" as the primary solution.
Different content was provided for handling escalations, ensuring a personalized and humanized support experience
For instance, inquiries about refund status led to "Most Recent Refund Status" as the primary solution.
Different content was provided for handling escalations, ensuring a personalized and humanized support experience
Strategic self-serves
Strategic self-serves
users could self-resolve issues
users could self-resolve issues
prioritized positive reinforcement before directing them to the support team
prioritized positive reinforcement before directing them to the support team
significantly reduced hotline dependency, resulting in substantial cost savings.
significantly reduced hotline dependency, resulting in substantial cost savings.
Consistent structure
Consistent structure
Consistent structure for users to understand how they should read an article
Consistent structure for users to understand how they should read an article
Forms a memory map and lets them easily navigate to the desired solution resulting in a lower cognitive load.
Forms a memory map and lets them easily navigate to the desired solution resulting in a lower cognitive load.
This also helped us revamp more than 300+ screens of content in the entire help center.
This also helped us revamp more than 300+ screens of content in the entire help center.
Design guidelines
Design guidelines
Simplicity and Consumability
We followed a consumable if-else structure for solutions, promoting a straightforward user experience.
Simplicity and Consumability
We followed a consumable if-else structure for solutions, promoting a straightforward user experience.
Simplicity and Consumability
We followed a consumable if-else structure for solutions, promoting a straightforward user experience.
Scalability
Our design maintained consistency across both HC, emphasizing the reusability of components to facilitate global scaling.
Scalability
Our design maintained consistency across both HC, emphasizing the reusability of components to facilitate global scaling.
Scalability
Our design maintained consistency across both HC, emphasizing the reusability of components to facilitate global scaling.
Transparency & trust
Building trust with users was paramount. We accomplished this by incorporating informative videos, transparent content, and contextual relevance.
Transparency & trust
Building trust with users was paramount. We accomplished this by incorporating informative videos, transparent content, and contextual relevance.
Transparency & trust
Building trust with users was paramount. We accomplished this by incorporating informative videos, transparent content, and contextual relevance.
Localized Content
Acknowledging the importance of localization, our content spanned eight different languages, ensuring inclusivity.
Localized Content
Acknowledging the importance of localization, our content spanned eight different languages, ensuring inclusivity.
Localized Content
Acknowledging the importance of localization, our content spanned eight different languages, ensuring inclusivity.
Design execution
Design execution
We created prototypes to visualize our solutions and engaged in usability testing with 5 partners and 5 customers. There were quite a few learnings which we came across and implemented them in the final designs
We created prototypes to visualize our solutions and engaged in usability testing with 5 partners and 5 customers. There were quite a few learnings which we came across and implemented them in the final designs
Final designs
Final designs
Impact
Impact
Impact by Q1 2022. Received promising numbers
Impact by Q1 2022. Received promising numbers
~77%
Social media escalations decreased
Social media escalations decreased
~80%
Google search impressions dropped down
Google search impressions dropped down
~85%
Duplicate tickets went down in consumer
Duplicate tickets went down in consumer
15.4%
Contact rate dropped from 39% to 33%
Contact rate dropped from 39% to 33%
₹21cr
₹21cr
Support Cost Saved from ₹79cr to ₹58cr
Support Cost Saved from ₹79cr to ₹58cr
Overall, the contact rate came downon both our apps, which helped reduce business cost significantly.
Overall, the contact rate came downon both our apps, which helped reduce business cost significantly.
Learnings
Learnings
20% of the problems drive 80% of the results
20% of the problems drive 80% of the results
Focusing on the critical 20% of issues drove 80% of our positive outcomes, enabling efficient resource management and project timeline adherence.
Focusing on the critical 20% of issues drove 80% of our positive outcomes, enabling efficient resource management and project timeline adherence.
Entrepreneurial Spirit
Entrepreneurial Spirit
This project encapsulated the entrepreneurial culture of Urban Company, requiring end-to-end ownership and multi-disciplinary responsibilities, mirroring the ethos of Google.
This project encapsulated the entrepreneurial culture of Urban Company, requiring end-to-end ownership and multi-disciplinary responsibilities, mirroring the ethos of Google.
Thank you for your time
Thank you for your time
JUMP TO