Organization: An event management software startup
Co-worker: YuCheng Chang, Oshin Nayak, Rugved Arte, Silvia Mansoor
Date: Sep, 2017 - Dec, 2017
We are living in a digital era, but offline events and meetings are still vital to growing business communication. The client service lets you plan a comprehensive event. For a successful event, they support a wide range of activities, including catering, hiring staff, booking a room and so on, but their main service is an event management software. This software assists a user to manage their event with features such as, sending an invitation, managing attendees, setting an agenda etc. After holding an event, a user can access the database about the event and attendees, which could be analyzed and give an insight for the next step.
The client has difficulty with over usage of 1:1 live chat system. Even though they put text tutorials and related the FAQ links on every feature in the user system, most users click 1:1 chat function, but 20-30% of the chat inquiries could be solved in the FAQ pages which leads inefficient labor use. Therefore, the client is trying to redesign the FAQ pages by making this menu more noticeable, providing different sources of a tutorial (such as video or image layout), and by adding a feedback button, ‘does this tutorial help you?’.
Allocating human resources and cost directly impacts the company’s reliability. Its impact is more drastic to startup, which should be managed with unstable financial budget. Therefore, it is important to save the company’s human resources and costs, and it is better for Connect Space to save HR and cost on its 1:1 chat system. A live chat system requires a lot of human resources and cost. The report from Oracle explains the average cost of customer services per contact. Chat service is $5.00, while FAQ pages is $0.10. When it comes to calculate the cost in annual, this gap becomes enormous. Besides, if employees focus more on the chat system, they do not have enough time to perform other tasks. The more people use the live chat system, the more waste our client will suffer.
Reference: Getting it Right: Seven Steps to Right Channeling Customer Interactions (p. 9, Rep.). (2011). Redwood Shores, CA: Oracle.
We interviewed five people, three from the client, and two from end users. Through the interview, we understood the purpose of features, how users operate the functions, each interviewee's problems, and how the client communicates with end users.
Based on the interview, we created Affinity Wall. Related comments were grouped together, and each group had topic. It helped us to do qualitative analysis, and understand what is the real problem and how to solve it.
The FAQ pages menu is not very evidently located. They are hided in other menu, and disappears when scroll down. On the other hand, 1:1 chat menu is quite visible. It keeps displaying no matter which the page the user is on.
To develop FAQ pages, the client uses a 3rd party-tool Zendesk solution. However, due to the limited customization, FAQ pages have unpreferable UI. In FAQ pages, there are meaningless and unnecessary contents, which make end user confused.
The 80-90 percent of 1:1 chat inquiries cannot be generalized and occurs during an event, which needs to be handled right away.
To answer 1:1 chat inquiries, at least one employee needs to online on their chat service. An ambiguous task distribution definition can lead to allocate workload inefficiently, and can lead to decrease the quality of 1:1 chat response.
Change the order of Chat and FAQ page access points
Add a page specific FAQ section, a smart FAQ assistant
Improve FAQ page content by video tutorials