How might we create a self service platform?
Fitbit's customer support website, help.fitbit.com, was planning to move to a new CMS platform. In March of 2017 I joined the customer support team to redefine the experience of how customers could easily access help through the website and reduce calls to the call centers.
The platform had seventeen categories of help articles that were not utilized by users. The main goal of redesigning the platform was to provide customers with a more intuitive way to navigate to their goal easier.
Look to metrics to understand customer behavior
How does a customer contact support if they are unable to find the answers to their questions? The current system is an involved, multi-step questionnaire. Viewing this data was a key moment that moved the project forward. I pulled these topics into key tags that the customer would view on the landing page of the site. This would quickly narrow down the 120 articles of help.
Heatmaps revealed customer's activity
Several heatmaps were gathered to show that customers mainly contact support, want to know how to use their tracker, and utilize search.
Integrate with product team
After identifying key pain points in the current user experience when visiting help, I rapidly sketched ideas to explore new ways to access articles, identify a tracker, search, and access the community.
The product team reviewed my designs and provided feedback in a critique setting.
Use of a "War Room"
The complexity of this project involved documenting research gathered from the product side, existing information architecture of help.fitbit.com, the plethora of help articles and their categorization, as well as metrics describing the visitors of help.fitbit.com. As part of making sense of this data, I designated an underused conference room as a “War Room” to help bring all the pieces to a cohesive whole.
Personas derived from Metrics
After gathering quantitative data from visitors to help.fitibit.com, I designed three scenarios and flows based on personas that matched the characteristics of the data. Most fitbit customers were female, between the ages of 24-60 years old. We also could find their interests were mainly active travelers, arts and entertainment focused.
Focusing on mobile first, I designed screens for desktop as well. Our metrics showed most users access help from their mobile device while on the go.
Service design blueprint
When consulting with several stakeholders that each had varying points of view, I created a communication tool to visualize the various ways consumers access service through Fitbit.com. This helped unify our challenge and understand the user's perspective when approaching the web and branding efforts of the company as a whole.
When completing the screens for help.fitbit.com, I took into account Authentication Tools and Community for expansion of the work.