Imagine the product that you have ordered has not reached you on time. Imagine that the refund for your past return has not yet processed. The first thing that you look for in these critical conditions is the help centre. Yes, the majority of the users who open help centre are already frustrated and are looking for help.
It's a design for unhappy users!
For the business, the problem is increasing customer calls and the escalations. For us, the challenge is serving users with the best information and solutions at the first fold. Finding why are the users coming to the help centre? How can we provide critical information that the user is looking for upfront? How can we create trust without the help of human interaction?
To identify the problem with the current help centre, we have collected quantitative data on customer calls and what are the different queries that the users have. We have classified the data into different chunks. We have conducted user research sessions to collect qualitative data on users behavioural and usability aspects.
One of the interesting insight that we got from analysing the customer calls is that most of the queries fall under similar categories.
From the qualitative research, we have gone in-depth into each of the identified queries and tried to understand the “why” of it. In-depth user research studies helped us to learn users behaviour and usability issues that we had in the help centre.
Mental Model: Most of the users had queries related to their latest/resent order, that means they look for the product first and then expect to have the queries near the product. But Myntra's help centre had a hub and spoke model of queries first and then the selection of products in its 2nd step.
Usability: One of the main usability problems was that the questions are nested inside 7 main categories. And each of the nests will open on top that particular section. So users find it difficult to navigate back and forth.
Persuasive Design: We have given the customer centre number upfront on the first page of the help centre. Indirectly this resulted in users not reading any of the help centre options and calling our customer centre directly.
After the primary research sessions, I have looked into some of the other e-commerce players help centre flow. Identified what’s working well for them and what’s not through competitive analysis.
From the ideas and learning that we have acquired from the primary and second research, we have rebuilt the help centre once again. Multiple stakeholder meeting and brainstorming sessions paved our way to the new design.
Help Centre v2.0 is built on strong cross-functional collaboration and discussions.
With the universal search, users can find any queries and FAQs with ease.
We have retained the option for the users to go to “My Orders” page. This option will help them track, cancel, return and exchange their products easily.
This feature helps the users track their previous queries and check the updates. Aimed to reduce repeated customer escalations.
We have introduced product based help and context-aware queries to better serve the customers. This matches customers mental model and ideal user flow. Also, the main status of the product will be highlighted on each card. The answers for common questions like "Where is my order", "When will I get the refund", etc. will be solved.
All the non-order related issues are categorised and shown as a separate card in the new design. This will help users better identify the query and navigate easily.
