• FAQ content needed governance. Content was repeated between questions, content categories were vague, readability of articles was low.

• Customer service emails were piling up. The FAQs could help customers to troubleshoot their own issues.

• UX processes in team were non-existent. No testing, no research, nada.

I wanted to know customer’s information needs and if/how they were being met. I did an audit of our customer emails, App and Play Store reviews. Common issues were identified in the data. I cross-referenced these issues with our existing content to see if we needed to create new content. I provided verbatim to the content writer.

The customer service team helped me to understand their workflow, the resolution process with customers and technical background of complex customer issues.

Content analysis heuristics were applied to existing content to inform recommendations. 

In a nutshell, I suggested that:

• Information was consistent between relevant articles

• Articles followed a similar structure to improve learnability

• Relevant content was suggested and crosslinks existed

• A new information architecture was implemented that matched customer’s mental models

Now that I understood the problem space, it was time to sketch and mock up layouts. I stuck them on the wall so people from different parts of the business could interact with them.

I wanted to understand if content was findable, matched their mental models and whether they’d actually use the FAQs in certain scenarios.

I lead a story mapping session with a technical person, content creator and project manager person. We created a spine and put the meat on after. We then prioritised stories based on the success metrics I defined.

Engagement: Reduced number of contacts to customer service after launch

Happiness: Improve customer satisfaction (CSat) by providing a helping hand when things don’t work

Search has been one of the biggest improvements to the experience. Customers can find articles via multiple paths including indexed search, related articles and browsing categories.