Grace Experience Product & Marketing UX Design

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Web Design

ACCPI Website

A learning and sharing community for customer care professionals.

Project Brief

I led UX design for the ACCPI community site. My goal with this design was to create a singular location for best-in-class customer care experts across all industries to exchange information and find the tools they need to do their jobs better, provided by LivePerson. It aimed to establish a member-driven organization committed to promoting customer care and customer engagement as a competitive advantage in business. This website could be used as a soft-sale tool that introduced LivePerson's 2.0 platform, mobile applications, and benefits as well as rebrand LivePerson. As an IA and UX person, I considered several factors from both design and development points of view.

Reaserch & Analysis

It’s easy to assume that "friction" is the enemy of traction in attracting users. That’s why many products make the sign-up process simple — the fewer fields, the better. But that only works when a user’s satisfaction doesn’t depend on others. In the case of a web platform (such as a social network or marketplace), the quality of users and their interactions define a good product and experience. In fact, to achieve scale in a platform model, good UX design often requires you filter out bad users.

Even for products that don’t focus on community-generated content, user quality still matters. For example, in a dating or caregiving website, the users are the product. Accordingly, some level of friction in the sign-up process will help deter or actively block bad eggs. But it’s also true that visitors can’t fill everything out at the first stage, and it is, therefore important to create a progress profile-completion system similar to LinkedIn’s.

Customer care professionals were motivated to join our community, because aside from the games and material awards, we thought about how the community would encourage individuals to learn, share, and relate with others, their interests, and experiences. The key concept to understand is that motivation is difficult to change. Don't focus on it. Rewards are great but not effective unless they perform the behavior first.

Ideation

ACCPI.org is a gateway for learning the most advanced way of communicating and understanding that its efficiency helps not only the customer but also the customer care professionals themselves. It’s equally important to illustrate the painful inefficiency of current call-center solutions and the effortless convenience of using a chat tool. Without both angles, the results won’t be convincing.

In the core game design,  participant are asked to use both voice and web-based chat to accomplish the first-level challenge. But in the following challenges, they are free to choose whichever they’d like to use with the ultimate goal of accomplishing more customer tasks and achieving a higher satisfaction rate. For those new to this industry, we made common call-center challenges known clearly in this game. For example, technical logistics make it hard to gather an existing user’s account information over the phone, and sometimes customer care professionals need to ask callers to repeat their requests when a phone call has been transferred from other lines. It’s annoying for everyone.

Persona

I created five personas for the ACCPI, whose experience ranged from beginner to mid-level, based on conversations with the sales team. The key concerns of these personas are: wanting to improve efficiency and satisfaction; looking forward to know more about the customer in order to develop better business strategies and seeing the problems in its current state; and willing to transfer to modern techniques that increase sales.

User Flow & Sitemap

Back to my analysis before. The community is relatively open unless a visitor wants to take action. The trigger can be the game, the social involvement, or, most important, the ACCPI website content itself.

Wireframes - Website

The wireframes of the core ACCPI pages include the home page, story list and story pages, and user profile page. The stories are listed in descending order by time and then number of votes so the latest story was always displayed on the top. Our call to action pointed users to the game, which educates them about our product’s competitive advantage.

Game Design

The game interface was created within a simplified version of our real product, only highlighting its most important feature.

Finished Design

User Testing Iterations

The post-launch phase improved our chances of success. After reviewing the click rate, I noticed something interesting: More users came to the site through mobile devices than desktop. I asked our sale department about his unusual phenomenon. We realized that because most customer care professional have to log in through their company software system, which denies access from all other browsers, they have to use their phone to log in to our campaign. We quickly enhanced the mobile web experience and included more CTAs toward the LivePerson app.

Another improvement of the post-launch phase was testing two CTAs to join this community. I wanted to see that if we presented more content, benefits to site visitors, and stories  that resonated better with users, the sign-up rate would increase.

Control Version

Test Version

What I've Learned

I took on this project at its halfway point, and the ideation, use flow, and even marketing strategy has greatly changed from our original plan. I had to be agile from the get-go to adapt to future changes. To coincide with the a particular campaign promotion, our team was under extreme pressure to move quickly. We were tasked to deliver from ideation to a high‐fidelity prototype to our technical production partner within four weeks, so speed was a necessity. The combination of a fixed deadline, content strategy, and usability testing meant I needed to get the experience right in two weeks. Here is a photo of the campaign winner!

Note: To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of LivePerson.

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