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BUSINESS OBJECTIVE
Reducing the number of tickets
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Minimizing the cases where the user is unable to find the info. he is looking for and ultimately decides to raise a ticket
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Optimise the tickets per active merchants from 0.75 to 0.5. (22,000 merchants raise 15,000 tickets).
Efficient help portal in order to reduce operational costs (bottom up approach).
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Automation - Easy to maintain for care team with DIY flows
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Reducing to and fro due to cross departmental communication. (leading to increased TAT in query resolution).
Better experience minimising the instances of brand bashing on social media
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Build a brand image of being a responsible and concerned brand.
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Better experience catalysing brand advocacy and positive word of mouth in the merchant circuit.
UX OBJECTIVE
PRIMARY RESEARCH - INTERVIEW A
The Who
Care Team Manager- Rohit
Care Team Head- Hema
The Why (Research Objective)
To understand and map the processes in current query resolution process within Care Team.
To understand how care team collaborates with other departments in case the ticket issue goes out of their zone.
The How (Methodology)
In person interviews.
Whiteboarding exercise and mapping the system based on interviewee's inputs
Research Questionnaire
KEY POINTS-
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Currently the average TAT for query resolution is around 10- 15 days
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There are some cases where the queries are pending for more than a month na doing rounds due to communication lags.
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Cross department collaboration in issue resolution takes time in query resolution, for instance some of the queries that
For instance- all queries come to care department, even the ones where care is not the right department, then care department redirects those queries to concerned departments and this to and fro leads to increased TAT.
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Duplication of queries is another problem that care department faces. The merchant raises another ticket to know the status of the ticket raised before.
PRIMARY RESEARCH - INTERVIEW B
The Who
PayUmoney users
The Why (Research Objective)
To understand user painpoints
To gauge user expectations
The How (Methodology)
User Calling
Sample Size- 20
User Calling Matrix/ Questionnaire / Protocol
KEY POINTS-
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The user feels anxious in moment of crisis with PayU portal, and at that time even after raising a ticket with PayU, if he or she doesn't get a clarity as to what stage the ticket resolution is at and how much time it might take; this further raises the chaos and stress.
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The user feels he/ she has to go through all the help topic in the moment of crisis in order to fish out relevant topic, further adding to frustation.
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The user feels PayU takes too much time solve their problems and behaves irresponsibly by not giving a heads up for a long duration.
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Mostly PayUmoney users are employed to the company they are working for and their company has subscribed to PayU as one of the payment gateways. These people prefer using desktop & emails more as compared to mobiles and apps for offical correspondence.
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Current correspondence with respect to a specific ticket happens over email, this brings in problem with the users who are employees and when the other employee is designated the task to check the status of query by the owner of company, he feels clueless at the query is not linked to his email ID.
SECONDARY RESEARCH - COMPETITOR STUDY / BENCHMARKING
Research Document
KEY POINTS-
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Most of the portals try to solve user queries by making them go through FAQs topics manually, choose the topic related to their concern (at level 1) and then raise a ticket / request call back mechanism (at level 2).
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The notion of community forum, where the community generates and shares the content which might help other community members (Adobe).
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Uber directs the user to select user type first via left navigation (Riders, Partners, Uber Eats, Restaurants) & then narrows down to that bucket. Post selecting user type, the user has to go through all topics to choose his possible topic that might house the subtopic of concern, then after reading subtopics and clicking on the sub-topic the user lands on the content he / she actually wants to read. Too many levels deep into reaching the actual query content. Though I.A. architecture of help portal on mobile app is much more sorted.
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PayPal gives customer support via "Call Customer Support" too. This helps the anxious merchant in real time especially where huge money and businesses of the merchant are at stake.
SECONDARY RESEARCH - AI / NLP / BOT / CONVERSATIONAL UI
Research Document
DESIGN CONSIDERATIONS
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Enable the user to quickly reach the relevant help topic.
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Decluttering - Avoiding a situation where the user is swamped with all help topics and he has to fish out relevant one.
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Automation - Not showing redundant help topics and automatically showing relevant as per use case.
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Transparency - Giving user a visibility as to which stage the ticket resolution is currently at and how much time it would take to resolve. Communication of any future steps involved (if any).
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Ease of use, less noise, distractions.
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Desktop first approach (considering existing user use cases) but also mobile capability (for potential users use cases)
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Reducing on effort for Customer Care department- A mechanism where user is able to solve commonly asked questions via self help and only unique queries come to customer care department.
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Reducing on effort for Customer Care department- A mechanism where the queries involving departments other than customer care, directly go to those departments rather than customer care sorting and redirecting the queries to those departments.
USER FLOW MAP
DESIGN
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