How to design 'Must use' Customer Self-Service
Curious how Sweepr might engage your customers? In the latest blog, our SVP of Customer Experience gives some early findings from our latest research study. Our Design team tackled the question of how users respond to self-service that targets them.
Trust but Verify
One of the major value propositions of Sweepr’s intelligent self-service platform is its delivery of self-service support customized for users. To be sure, personas have been a key mechanism for understanding users in the User Experience field for decades. At Sweepr, we believe in persona-based design for designing excellent support experiences.
We also maintain a healthy skepticism and robust UX research program.
“Trust but verify” is the motto that drives our UX program, from our foundational user research, to our iterative design and test approach to product development, to robust usability testing for our customers.
We know that human behavior isn’t as predictable as many of us in product development wish it was. And so, Sweepr’s UX researchers observe, question, study and analyze.
The user is the most important target of our UX research program.
Consumer Personas Focus Design Efforts
Sweepr’s personas are backed by nearly two decades of research. That work has strived to understand the key behaviors and attitudes that cause some consumers to choose self-service over other options.
Practically, many organizations know consumers actively choose their channel of interaction: if self-service doesn’t fit their needs, they seek out better channels that do. These channels are typically involve human service providers.
We’ve seen some of the key behavior and attitudes that motivate people to use self-service technologies are their technical knowledge, willingness to take risks, emotional response to challenging tasks and cognitive processing style.
As a result of this understanding, we created our three key personas, which serve as design targets and promote alignment across all stakeholders involved in transforming customer care.
Persona + Targeted Content = Usability and Customer Satisfaction
In a new study, Sweepr’s UX Research team asked two compelling questions:
How do users respond to self-service support that’s specifically designed for their persona?
What happens when they receive support designed for a different persona?
To answer these questions, our UX researchers presented congruent self-help fixes to customers, or content designed specifically for their persona. Another group received incongruent self-help, or content designed for a different persona.
Although the data is still coming in, an initial analysis confirms that persona-driven content does result in positive outcomes for users.
Specifically, users who are reluctant to use technology see technically sophisticated content as less usable than content designed to provide clear step-by-step guidance. These reluctant users were also less satisfied with the sophisticated content. And, they required more than double the time to complete their review of the interaction.
In contrast to more naïve users, technically-savvy consumers had a more nuanced result: while they saw content intended for them as more usable and satisfying, they also saw value in the explanatory, step-by-step instruction and pictures designed for reluctant users. They also spent more time completing their review of tech-reluctant content than the more technical instruction intended for them.
Imagine: users who spend more time and are less satisfied with self-service. It’s a clear outcome of UI design that misunderstands user needs, now being confirmed by high quality UX research and persona-driven design.
We’re also identifying the UI requirements that bring users back to Sweepr again and again.
Contact Sweepr for More UX Research Findings
Curious about what else we’re learning about how to design effective self-service experiences?
At Sweepr, we’re building a robust research program and center of competency in self-service UX design.
Measuring user response to self-service is just one of the ways Sweepr helps our customers move successfully into a brave new world of intelligent technical support. For more ways Sweepr can create excellent self-service experiences for you and your consumers, contact us today!