Optus small and medium business has grown its digital operation and there was an opportunity to improve help and support.
The objective of this project is to reduce in-bound calls by improving the self-service help and support and to help users to find the solution faster.
My Role: Product designer
Team: Business Digital comms specialist, Copywriter, Front- end developer, and Data Analyst.
The data showed that 39.82% of visitors went from business help and support page homepage to contact us to solve their problem. It created a massive waiting list for the help and support operators to solve the user’s problems.
It also raised the dissatisfaction level of users due to waiting, as we saw there are similar complaints in the Medallia score.
Therefore our task was to improve the self-service help and support in order to reduce the inbound calls.
We started with heuristic analysis and review on the section, we concluded that the help and support has become ineffective due to several factors:
1. The content hasn’t been updated regularly.
As the topic trend kept growing and changing, there were many common keywords that cannot be searched in the search feature. It also needed a content audit to keep the articles relevant and SEO friendly.
2. UX/UI has not been improved.
After meeting with the current help & support managers, we found out the business help and support content were supported by third party software, the integration seemed not done well. And also the UX strategy and UI improvement has not been improved for awhile.
For example the breadcrumb was unusable, inefficient feedback button, the search bar was below the fold in mobile. And overall the layout needed to be refreshed.
3. Search result was not categorised.
Overall the search result page had highest rate of exits (7.7k a month). Perhaps users didn’t find what they looked for.
There were few things we needed to improve, first we need to improve the current search result by categorising the search result. Users had a hard time to scan and understand the result because it was just a list of result without categories.
Secondly we need to improve search functionality and the content search-ability. There were common keywords that cannot be found at the moment.
While asking ourselves what we wanted for the next business help and support, our team started with competitive analysis, looking at what is the best practice out there. Combining our current insight and analysis, here are our key actions to improve the Business help and support:
We were looking into the data based on popular keyword searches, most visited pages, most time spent pages, bounce rates, and exits. Based on the data we formed our UX strategy as following:
Based on pain point discovery, competitor’s analysis, and data analysis, we started to design mobile and Desktop web pages. The process went through few rounds of modification as I received feedbacks from my squad members and chapter colleagues. At the end we created a version that we would like to test with users.
It has been a great learning with this project. I found that help and support section is often overlooked. When it is done right, it will not just to reduce the in-bound calls, it will also help to increase customer satisfaction towards Optus.
Other than optimising help and support section, Optus has 24/7 chat bot, powered by AI. It has been proven to be effective in reducing in-bound calls.
