Embedded Files
Challenge
Challenge
New York Lottery customers can’t find what they need on FAQs page.
Context
Context
Timeline: 4 months
Platform: Web/Mobile
My role: UX/UI designer, responsible for setting strategy & direction, interaction design, user research and testing.
Others Involved: PM, Creative director, Copywriter, Content strategist, Developer.
Results
Results
Decrease the need for email inquiries & phone calls to customer service by 20%
Discovery
Discovery
What: Based on our conversation with client and the data provided, we knew that FAQs weren't properly designed.
Why: To understand why it's not working we conducted a heuristic evaluation and found glaring issues with the existing interface. We didn't have budget to test with participants.
How: Researched and analyzed best practices in FAQs pages to apply these findings/insights into our design.
Heuristic Evaluation Insights
Heuristic Evaluation Insights
Visibility of system status
The design should always keep users informed about what is going on, through appropriate feedback.
The search engine failed to provide autocomplete suggestions.
The search results would appear on the same page without a refresh button.
Adding to the confusion, the browser's back button was linked to the homepage instead of the FAQ page.
Match between the system & the real world
The design should speak users' language & appear in a logical order
The FAQs categories weren’t easy to understand.
Search results wouldn't show anything
Consistency & standards
Follow platform/industry standards
The Contact us page first shown links with additional information or asked people to go back to the FAQ page, instead of leading with "Contact us" information.
Best Practices Insights
We observed that the most successful FAQs are designed with both keyword search and browsing capabilities in mind. Information is presented in a grid format for easy skimming and categorized for usability. This approach is clean, fresh, simple to use, and provides quick access to the most commonly asked "help" topics. It also allows contant to grow with time.
Bank of America
Yoto
Bully Max
User Problems
User Problems
Search results were often not shown due to a malfunctioning search feature. The autocomplete search feature was missing.
Random FAQs structure & question organization.
Misleading structure of “Contact us” page
Objectives
Objectives
To provide prominent and robust search engine with autocomplete suggestions and instant search results.
To organize FAQs in a logical order and structure.
To design a clear path for “Contact us” form
Exploration 1
Grouped FAQs into three major categories based on type & its internal or external locations.
Feedback:
Customers can't scan the most important questions without the need to close and expand the tabs of accordion.
Exploration 2
Improvement:
Displayed all high-level FAQs categories in a grid format. Beneath each category, showcased the most frequently visited questions.
Feedback from the client:
It's still could be overwhelming to the customer, because the categories aren't logically organized.
More Research
More Research
Tickets > Games > Drawings > Winning > Taxes
Customer Journey: The creation of Customer Journey gave me a valuable insight for customers touchPoints with a product.
Final UX Design
Improvement:
Organized FAQs categories based on the steps customers take to interact with the product.
Reduced categories name to one word to make it instantly scannable.
Option 1: FAQs organized in two sections: Player FAQs and Additional FAQs
Option 2: All FAQs are shown together.
Option 2: All FAQs are shown together.
Improvement:
Page 2: Expandable on-click text at the individual FAQ level to keep answers clean and easy to use.
Project Outcome & Next Steps
Presented UX design to a client and received the full approval. Delivered wireframes with annotations to designer.
Next steps would be to send it to developers.
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