Users were asking questions that the page should have solved. Instead, the content-heavy page created confusion and hindered navigation.
Effect
Our customer support team reported high contact numbers (monthly calls and chats) from this page, which forced them to draw support from high-level customer issues.
In response, the page was restructured to make it easier for users to navigate and self-diagnose, reducing contact with customer support.
who
Users
Looking for information on insurance & warranty
Support Team
Handles all user queries via chat and phone
Business
Define project plan, budget, and all requirements
research
Usage metrics
Usage metrics gave us an in-depth look into how they were interacting with the website, such as their duration on each page, clicks on links and drop off points.
Search analytics
We utilized search analytics to gain a better picture of user’s needs and pain-points. This included tracking which keywords users were searching for, where they landed, and where they went next.
Competitor insights
We looked at the experiences of our competitors to see what they were doing well and where they were falling short. This helped us to identify areas where we could improve upon the current experience and stand out in the market.
Overall, this research strategy allowed us to gain a well-rounded understanding of the current experience and the pain points that needed to be addressed. This enabled us to create a solution that met user needs and met industry standards, resulting in a better user experience.
explore
Sketches and wireframes
I took the time to explore various design options and approaches for the page layout, user experience flow, and visual elements. My sketches were informed by customer feedback and insights collected during our research phase to ensure they represented what users were expecting from the page.
Collaboration
The UX writer and I collaborated during the exploration phase to restructure and upgrade existing content, resulting in the introduction of a 4-card solution. Customer issues could be identified and defined more quickly with each card representing a category related to insurance and warranty.
These visuals provided stakeholders with a coherent idea of where we were headed, helping everyone get on board with the direction of the project. Once we gained consensus on the direction, I created prototypes for user testing.
test
Users rated
Findability
4.5/5
4.5 out of 5
Users rated
Clarity of information
4.5/5
4.5 out of 5
Users rated
Ease of Use
5/5
5 out of 5
Results
All participants were able to successfully and easily navigate the insurance categories.
A few participants wanted more options within the “Fix or replace” category
All participants appreciated the modal treatment that kept them on the page and felt that it was a good failsafe for preventing them from making the wrong selection
In conclusion, testing was a success and showed us that our design was on the right track.
results
We established a one-stop destination for insurance and warranty inquiries, including a path that helps customers pinpoint their issue so they can check claim status, track shipment of replacement products, activate those items if needed, and determine what to do if they don’t have any coverage. This allowed people to solve their problem without having to contact customer service, reducing the number of calls and chats dramatically.
