When we first had the first redesign website, we wanted to restructure FAQ navigation for better user flow, integrating the SEO strategy to increase site traffic and setting up structure to allow for search and enhanced features in the future.
1 Senior Digital Manager
1 Product Designer
1 CS Leads & Specialist
1 Analytic Team
1 Frontend Developer
1 QA & UAT
Based on VOC (voice of Clients) and feedback as (Error click rate and drop rate):
How do users prefer to search for answers? – Tangerine Clients and Prospects who want to self serve using the Website.
Can we build a stronger search functionality?
Can we increase overall conversion for Tangerine products by placing a conversion funnel point on the FAQ page?
Can we reduce some number of call rates for SNS call centre?
HMW (How Might We)
Sketches for Solution
Prototypes - Entry
Prototypes - Feedback & Question Cards
Prototypes - All Artwork Flow
We conducted usability testing for MVP #1. As we gathered prominent insights and feedback on the system as well as the interactions with the prototypes, One of the positives are users were happy about the populated searches through the engine (Google) and able to quickly find what they were looking for. On the negative side, users wanted to find out more questions by product category when they didn’t know what to add in the search.
My Next Move For MVP #2
This way, users have a better understanding where they can find their needs by navigating through the Tangerine product category, instead of none. It’s also to increase self serve up ability – it’s easier to find out their questions and answers through the online, not waiting on the call centre. From UI standpoint, I ensure that it’s consistent with the design system.
Put more focus on user experience research and knowing what are the UX metrics – The most importance is understanding the user empathy, needs and motivations of others. Since this was only for first phase, going forward with phase 2, hoping to have more opportunities and time for us to have learnings from each product owners and SNS (call centre) from users perspective. Perhaps, adding a chatbot can be another solution for us since we wanted to ensure that users can find the answers and proceed with their forward banking experience.