designing self-service experiences
TRANSCRIPT
Designing self-
service experiences
Maish Nichani (@maish)
Agenda
I want to turn your attention to a growing industry that has big
implications for business and society—self-service.
Although the industry is growing, it lacks in direction and execution.
Self-service embodies everything we do as UX designers and
more.
I call on you, UX designers, to grab this opportunity and bring
about positive change to this industry.
About
self-service
Long time ago
Today
Tomorrow
Websites
Chatbots
Emma - Mortgage chatbot DoNotPay - Robot lawyer
Why self-service?
Why now?
Scalable customer value
proposition
Digital technologies
Business operations
Scalable support services
DIGITAL
TRANSFORMATION
It’s business reality
I need to...
Get more info
Get stuff done
Solve problems
Always a need for services
Demand drivers
The reasons people reach
out to your company.
Self-service
Websites
Apps
Virtual assistants
Help centre
IVR
Kiosks
...
Assisted service
Walk-in
Snail mail
Phone
Social
Live chat
...
Shifting left is good for business
Self-service Level 1
(simple)
Level 2
(complex)
Level 3
(troubleshooting)
Shift left
$4 $10+$0.5 $6
Customers want it
“90 percent of all consumers expect
a brand or organization to offer a
self-service support portal or
frequently asked questions (FAQ)
page.”
- Microsoft: Global State of Multichannel
Customer Service Report, January
2016.
“Use of help or FAQs on a
company’s website increased from
67% in 2012 to 81% in 2015 among
US online adults.”
- Forrester Research, January 2016.
We have a long way to go
Gerry McGovern’s 2016 Confab presentation
Designers can help
Customer
experience
Business
operations
5 design
principles
The wager!
“Using design to
solve service
problems, humph!
Prove it. Show me a
7% reduction in call
volumes in 3
months.”Contact centre
manager at a bank
Framework
No longer useful?
Retire it.
Product
developmentKnowledge
base
Create,
optimise,
or reuse
5 design principles
Know the
customer
Aim to resolve
effortlessly
Don’t close
doors
Keep
improving
Mirror demand
efficiently
Know the customer
“I cannot withdraw money
from ATM card even
when I have money in my
account. It tells me that I
exceeded the withdrawal
limit but I did not
withdraw any money
today.”
Distance yourself from the
marketing people.
They will:
● Tell you about happy
customers
● Focus on loyalty opportunities
● Try to cross-sell and upsell
● Focus on delighting ALL
customers (oh my!)
To know your self-service customer
Hangout with folks from the
contact centre.
They will:
● Tell you about unhappy
customers
● Describe the real problems
people face
● Tell you about shortcuts and
undocumented answers
● Focus on resolving TOP
TASKS
Who Banking account holders
Thoughts “Why is this happening to me? Did I
do something wrong? What will
happen to my other payments?”
Feelings Anxious, scared and a bit angry.
Expectation
s
“You are the expert. Surely, you can
help me out here. I want an answer.
NOW.”
Think about their expectations
First contact resolution
(FCR)
Solving the issue the first
time around.
Think about their digital savviness
Mirror demand
efficiently
Kathy Sierra: Making Users Awesome
Business reality
The demand curve
Dem
an
d
Time
Campaigns, new
product
launches...
Knowledge
base
Which requests?
Get more info
Get stuff done
Solve problems
Knowledge
base
Aim to resolve
effortlessly
Effortless resolution > delight
Effortless resolution is...
Easy to find
and access
Simple and quick
to understand
Gets the job done,
completely
Resolution journey
Trigger Google Homepage Support site Agent
What is DBS swift code?
What is DBS swift code?
What is DBS swift code?
What is DBS swift code?
NOT like this
How to redirect mail to new address
Don’t close
doors
Resolution journey
Trigger Google Homepage Support site Agent
Escalation
Handing off to an agent.
Escalation
Escalation workflow
Gather case
history
Call in
Call
back
Visit
Chat
Create,
update,
optimise
Knowledge
base
Call back
Keep improving
Systems
approach to
measurement
Knowlege
base
Customer
Contact
centre
Content
creator
Content
quality
Use and
satisfactio
n
Improvement
opportunities
Knowledge
gapAwareness
Goals, signals, metrics
5 design principles
Know the
customer
Aim to resolve
effortlessly
Don’t close
doors
Keep
improving
Mirror demand
efficiently
Summary
● The big mantra today is “digital transformation”.
● Self-service is a natural requirement in this change.
● However, self-service is not living up to its promise.
● UX designers can help turns this around by addressing both
sides of the challenge: customer experience and business
operations.
Thank you