Overview

Organization: An event management software startup
Co-worker: YuCheng Chang, Oshin Nayak, Rugved Arte, Silvia Mansoor
Date: Sep, 2017 - Dec, 2017

Role

Interviewer,
Liaison,
Schedule Manager

Skills

Background Research,
User Interview,

User Observation,
Affinity Wall

 

 

 

Client Introduction

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.

 

 

 

 

Client Problem

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?’.

 

Why should this be solved?


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.

 

 

 

Interview

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.

 

 

 

 

Affinity Wall

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.


 

Findings

 

01

Access menu to the FAQ page has poor visibility

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.

02

Zendesk allows limited customization

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.

03

End users prefer email or chat over FAQ pages as a mode of communication

The 80-90 percent of 1:1 chat inquiries cannot be generalized and occurs during an event, which needs to be handled right away.

04

Lack of clarity on the Support roles between employees

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. 

Organizational Flow Model

Solution #1

Change the order of Chat and FAQ page access points 

In event planning page, where the end users spend a lot of time, FAQ button can be added. Users can easily find the link and further read it. Moreover, a button added to the chat window might also direct users who face common issues to the FAQ page for further answers before submitting an inquiry ticket to our client. These two approaches are derived from the interviewees’ demonstrations when they were asked to enter the FAQ page. Two interviewees mentioned the missing of the link and one of them highlighted that he/she are willing to check the FAQ page before directly contact Connect Space if is easily accessible. 

Solution #2

Add a page specific FAQ section, a smart FAQ assistant

For the users who have never checked the FAQ page before, searching the answers might be difficult. The smart assistant can extract the problems that user might face from the FAQ database based on the users' mouse positions and demonstrate the relevant articles to users. For instance, when an inexperienced event planner works on the payment, the smart assistant will connect to the managing payment articles and provide the link whenever the query arises.

Solution #3

Improve FAQ page content by video tutorials

FAQ page should be a space that users can search and learn quickly. The video tutorial can be added to text-based articles (Figure 10). Video tutorials are a widely adopted approach to improve the learning. With videos, users quickly absorb information and retain it too. It can also demonstrate real-time manipulation and process of the system. Thus, users can easily map and memorize the flow of operation and work on their interface.