Improving CX Journey via FAQ Revamp

Project Overview:

To make it a Self Server Model for the users where they can themselves get their problems resolved, even after that they have a problem in any of the areas they can get back to us by raising an issue with our Support team who would be reaching out to them to resolve their problems at utmost priority.

Client

mPokket

Year

2022

Objective:

The goal of UX is “to improve customer satisfaction and loyalty,” so let’s not forget that “customer satisfaction” means fantastic ROIs for our business. We are planning on doing an FAQ Section revamp to make it a section as a self server model for the user so that the manual intervention gets reduced on our end, this in-turn would help us to

Make the user experience better with sectioned questions along with the answers with minimal interactions.
Reduce the number of cases we get where users are trying to seek Support from us
Reduce man-power involved in the Support team
Immediate resolution for users
Reducing the First Response time
Reducing the Resolution Time
Giving a consolidated solution for a particular issue with a ticket raising functionality
Sectioned questions will help the user to navigate for his/her exact solution

Design Process:

7-Stage Design thinking model has been used. The stages of this Design Thinking process are as follows-

Empathize
Define
Ideate
Prototype
Development
Test
Tracking

Design Toolkit:

Adobe Illustrator
Adobe After-effects
Adobe XD
Useberry

Current Overview:

Overall- Currently we are receiving around 8000 - 10000 mail and users are directly accessible to mails. So, it makes sense to change the mechanism for them to make it a Self Server Model for the users where they can themselves get their problems resolved, even after that they have a problem in any of the

areas they can get back to us by raising an issue with our Support team who would be reaching out to them to resolve their problems at utmost priority.

User Experience- Currently, our FAQ section can be accessed from the below path - Clicking on the top left hamburger > Help > FAQ.
After landing to the FAQ screen, user gets a list of questions with no personalisation and segregation for finding the situable resolution. User need to get into a particular question (in a separate screen) and gets a mailing option which redirects the user to his/her mailing app. Currently we are not having a standard FAQ mechanism to understand the real pain-points.

WIth the current structure, it is mandatory to have Level 1 > level 2 > Description (The entire flow is mandatory for all the FAQs). And, in the description, we have the option of adding a link if we want to add one. The last updates that we have made in this section were back in 2017(Student), Salaried(2020).

From the FAQ that the user is viewing, we give an option to the user to redirect to the mail, where the subject line of the mail gets replicated with the Question through which the user has landed to his/her Email App, analytics on the basis of that has been presented henceforth.

Customer Support Journey Until now-

FAQ traction currently we have

Approved Users-

The total number of users who entered into the first flow was 27241. (The chart shown below is for Unique users for each step and not the total number of times the event has been called)

Unapproved Users-

Please find below the user traction for the FAQ section of Approved users. The total number of users who entered into the first flow was 7715. (The chart shown below is for Unique users for each step and not the total number of times the event has been called)

User Research:

The first thing we focused on is our existing FAQ Module's pain-points. In order to resolve these existing problem statement, we are very much focus to provide the user a better self-serving model. We get a lot of variations in the references we collected to resolve generic problems in the UX world, but as we are a youth centric product our main motive is to give resolutions upfront. So based on this model, we conduct a survey test by interviewing people that fit our user archetype. These are users over the age of 18 who are the current customer and as well as the prospect users. Also we conduct a competitor analysis. Aside from using and understanding the feature, this also gave us an insight in the market space and provided additional context for different kinds of questions that we are about to resolve. We conducted our interviews in a consistent and controlled manner based on the interview guide.

Competitor Analysis:

The usual market scenario has been to fulfill user requirements via App and not let the user shift to Calls/Texts to save manpower. Industry wise players have been maintaining an FAQ system by themselves after which they keep adding layers to the Customer Support Function. Our UX thought is to have a well driven module in a generic way with sectioned questions and having no dead ends. Giving category based questions are really helpful for all the type of customers, whether the user is new or old. A generic FAQ dashboard is always preferable to the user to find out their particular solution.

User Feedback:

Having a FAQ dashboard with proper segregation of questions based on few search parameters is a good idea to have.

-Make it easy to navigate
-Enable search
-Consider conversions
-Provide contact details
-Ask for feedback

User Persona:

After combining the data and feedback from the respondents along with the analysis of other apps, 4 user personas has been created based on the pain-points in the FAQ module and their expectations.

User Flow:

After numerous testing and feedback we altered the user flow of the FAQ feature,  so it would be a better experience for all users. A dashboard or a junction screen for all type of resolutions is the best way we find to solve the personalise problems as per the user personas.

Lo-Fi Wireframing:

After sketching out our wireframes,  we moved into Figma and created lo-fidelity wireframes.

Following the user journey map, we chose a single ‘happy journey’ and mapped out the different designs.

Features to make experience better:

Multilingual-
Option to view FAQs based on Language - Since our users are based all across language demographics across India, it becomes extremely necessary to enable a multilingual Support System for the users. This will let the user select the language that they prefer using.Currently, we will just keep English.

Self Tutorial Videos-
Section which would be horizontally scrollable which could have tutorial medias - images & videos. This will help the user in case the user is looking to a particular action which the user has to take but is not able to find the right path for the same.
This could have simple videos like -
How to repay a loan?
How to request a loan?

Make it easy to navigate-
Because FAQs are such targeted documents, ease of navigation is essential. If our FAQ page contains only a few questions, list them from most basic to most complex. If we have more than 15 or 20 questions, divide them into categories with informative subheadings for a more seamless user experience—for example, products, features, repayment, disbursements, and scholarship, etc. However we decide to categorize, consider having a separate category of the most commonly asked FAQs, culled from among the questions we have.

-Use a jump-linked table of contents at the top of your FAQ page
-Use clickable questions that are collapsed by default and open up to reveal the answers
-For longer answers, use hyperlinks to take the reader to other pages of your website

This will help the user to navigate within the FAQ flow from any sub-level sections. There are no dead ends so user will have seamless experience and they dont have to tap soft/hard back to come back for the 2nd level of solution.

Enable search-
A search box is a vital feature of any FAQ page that contains many questions, categories, and subcategories. But search is also a generous tool to offer our visitors even if we don’t have many FAQs.
This will help the user to search by typing anything they want, this will help them to not scroll through the FAQs and just search via keywords, so that we can direct the user to their purpose. We should be able to add words that the user will be allowed to search.
According to the keywords added, the Search result will first look into the FAQ heading and then the FAQ Description. So, the search results will have the FAQs in which the keyword was in the heading and then the FAQs will come in which keywords was in the description (The search result will come in Descending order)
We need to maintain a counter of the number of times a Keyword was taped to be searched by a user - And this list of keywords will come in a descending order on the FAQ Dashboard. This section will help in maintaining the most frequently selected keywords.

Category search-
Each FAQ that we create should be associated with a category, and we should be able to view the top categories upfront on the FAQ revamp screen.

Example -
Disbursement Related FAQs
Repayment Related FAQs
Profile Approval Related FAQs

Note - One FAQ could be linked to multiple Categories And, one category can also have multiple FAQs

Feedback from users-
We should be able to collect feedback against each FAQ that the user has viewed. With this, we will be able to keep track of the frequently helpful FAQs for the users.
The Feedback that we will be taking here will just have two options for now - Yes & No.
We should be able to take different actions on the basis of the option selected above.
Say, for example - if the user selects “No” for a disbursement related question - We will provide the user with 1 CTA so that the user can take action such as - Contact Bank, Raise a ticket etc. - In this case, with the option of the following -
Raising a ticket
Text field coming from the backend depending on the action of the user. The question here would be as simple as - Was this question helpful? A Yes/No has to be taped on by the user based on which we can take some other action.

Activity Tracker-
This will be a section which will have all the activities that have been done in the last X days and hours.
Only the latest Y entries will be shown here.
Activities here could be -
Any Disbursement requested in X days
Any Repayment requested in the last X days. If the user is trying to take action from the activity tracker, we will validate the status of that transaction and respond back to the user.

Ticket Creation from App-
Ability for the user to create a ticket directly via App. With this - the user will be scrolling through the FAQs provided by us and finally if the FAQs do not give a firm resolution to the user, s/he can “Raise a ticket” from the App itself.
The user should be able to raise a ticket by attaching some media in case s/he wants to.
The ticket raised will land on the OneDirect platform (They have an SDK to let us do the same)

For any case, if the API for OneDirect fails - We need to have a Fallback mechanism by taking the user to current flow which happens by taking the user directly to the Email.

Design System:

We considered our design system to add consistency, structure and communication across all team members and the app interface. We chose a simple readable humanist typeface that would improve reading legibility at both small and large sizes. The colour palette is mature yet modern and has good contrast.

We also implemented icons and friendly illustrations/Json Animation to bring some fun and enjoyment to the feature.