I created a Customer Journey map to explore the multiple (sometimes invisible) steps taken by consumers as they engaged with the website. It also allowed us to empathise with consumer motivations and visually see how they aligned to business priorities and the options available within the experience.
The Customer Journey diagram showed that only 25% of user goals were achievable via self-service channels. Out of the 147 possible user journeys, only 36 resulted in a successful outcome.
I presented this to the business and provided some easy wins to address this issue. I initially suggested A/B testing the wording of the contact form acknowledgement message to give us some hard data. The analytics showed us that by removing the business response time (‘we aim to respond within 48 hours’), the customer would wait to be contacted by the business, instead of calling.
I also created a new single-page design for the frequently asked questions instead of the current tabbed interface, adding a suggestive search bar to the top of the page.
RESULTS - Increase in positive sentiment from client interactions - Progressive uplift of portal use in Q1, 2017 - Reduction frequency of repeated calls