This project aimed to elevate the capabilities of our in-house virtual assistant (VA) chat function, enabling users to complete tasks like reporting damaged credit cards and requesting replacements entirely within the app. This self-service approach would ultimately reduce call center volume and streamline the customer experience.
Company data reported that a significant percentage of customer calls consisted of basic tasks like ordering a credit card replacement. Our existing VA wasn't equipped to handle these requests, leading to frustrated users unable to self-service and resorting to calling the contact center. This situation highlighted the need for a more robust virtual assistant solution.
Research:
I led multiple working sessions with stakeholders, where we meticulously mapped and reviewed the current user experience across all platforms (VA chat, web, native app) to pinpoint user journeys and identify pain points from a holistic perspective.
Data & Insights:
Through data analysis, we pinpointed the most frequent use cases and potential edge cases to ensure comprehensiveness.
Collaboration:
We actively engaged stakeholders to understand all relevant business rules and any limitations regarding self-service through the VA. This collaborative approach ensured alignment and a clear vision for the improved solution.
This work resulted in a high level current state user flow and an ideal future state user flow to begin designing for.
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Conversational Design Workshops:
We employed the CDI conversation design framework to delve deeper into the underlying human needs driving customer interactions. This framework helps shape intuitive and natural conversation flows, fostering user trust and enhancing the brand experience.
Conversation Canvas:
Focusing on the most common use case - damaged card replacement, we collaborated with stakeholders to map out a typical customer situation, their specific needs, and the information required from them to complete the task.
Sample Scenario & Script:
We developed a realistic customer persona and crafted a sample conversation script. This process allowed stakeholders to identify potential risks and compliance considerations that might arise in the new user journey.
Happy Path Flow:
We meticulously crafted the primary conversation flow catering to the anticipated needs of 80% of users. During the review process, we identified the need for additional flows to account for unforeseen circumstances.
Content Refinement:
Content clarity was paramount. We made necessary edits to ensure the conversation script was clear, friendly and easy to follow.
Visualization:
A draft UI was constructed to help visualize the overall conversation length and complexity in the context of the native application.
Handoff & Implementation:
Once finalized, the project was handed over to the virtual assistant team for API development and integration.
This project promises positive outcomes for all parties.
The Business:
Reduced call volume translates to significant cost savings. Additionally, it reinforces the company's reputation for staying at the forefront of technological innovation.
The Users:
Customers will save valuable time and avoid the hassle of lengthy phone calls. Self-service empowers them to complete tasks at their convenience.
The Product:
The enhanced VA will enhance the product's scalability, allowing it to effectively serve a larger customer base simultaneously.
The Team:
Through their expertise, the project team will be recognized within the organization as subject matter experts in the field of conversational design.
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