LEGO.com Webform Email Flow

Me and my team aimed to make the flow more straightforward and correct so that users can easily specify their query topic and submit what they want to ask. It is to increase the quality of the customer service for both users and customer advisors. Users should be able to easily reach out to a customer advisor without struggles or errors, and advisors should be able to handle the contact easily and response to the customer. The main success metric is user satisfaction rate which can be measured by Net Promoter Score (NPS) of the flow (apart from the answers from advisors).

Context

A webform email is one of the main contact channels that users can use to get a customer service from the company. Along with the service and answers that users get from customer advisors, the usage and experience of it also affects the customer service experience. To increase the quality of the customer service, my team decided to improve the lego.com webform email flow focusing on increasing Net Promoter Score and other metrics.

Legacy Product

Pain points and Problems

To deeply understand the pain points and problems of the experience, user interviews were conducted for customer facing product side, customer advisor shawdoings to see their workflows for dealing with a webform email contact case, and lastly data analytics to check the overall experience for both users and business.

• The query topics were listed like a footer, making users overwhelmed to find the right topic to choose. This drived users to select "anything else" mostly and customer advisors needed to correct the topic manually when receiving a contact.
• Users needed to manually input their information (e.g. names and email). When there were typos, advisors couldn't reply to the user which decreased NPS of the experience.
• There were several pages to fill out the webform which was too redundant. Users drop-out rate were high due to this issue.

Instead of launching a full, enhanced product in one go, me and my team planned to improve the product gradually having our goal in mind and we launched the minimum viable product to see how customers/users are interacting with it whilst we analysed further data to improve the product.

Minimum Viable Product Version 1

This version focused on resolving the main problem - a footer like topic selection page and several pages to fill out the form. Users can type the subject of their query and advisors can be less confused with the wrong topic that was chosen by the user. And user can submit easily without experiencing a redundant steps as before. Howevery, it didn't resolve other problems such as the typo issue.

MVP Version 2

For the improved version, a dropdown menu was added in the design to make the topic selection easier for users. But after some discussions with stakeholders, this version was not implemented because there were too many topics needed in the dropdown menu.

MVP Version 3

By having further discussions with stakeholders, 2 dropdowns were added in the flow to make the topic selection easier. Users can select a bigger topic first and a detailed topic after that. A set of suggested article and guidance to help users appear once a detailed topic is selected. Users can fill out the webform after checking the guidance information.

Final Product

The latest MVP was succesfull for both user and business (customer advisor) sides. Users' topic selection became easier and more correct. And we wanted to resolve the last problem which is a manual input and typos caused by that experience. So personalisation experience is added. When a user is logged in, their basic data becomes prepopulated in the form which creates a simpler and precise experience for users. And customer advisors can get the right data from users too.

After the latest MVP was launched, we analysed data. The suggested articles didn't seem to be used too much so we decided to remove it in the final design.

Live Product Usability and Accessibility Testing

Impacts

• Users are satisfied with the flow proven by NPS of the flow which has increased more than 10% and from user interviews.
• Average webform case handling time from the customer advisors has decreased by approximately 10% since they don't need to modify the case topic (reason) manully too often.
• Due to less manual input, the typo issues has been reduced, which also has increased the First Time Resolution rate (by more than 5%) from the advisors side because they don't need to email back and forth to confirm users data.
• The guidance information that appears once a detailed topic is selected has increased users self serve deflection rate. They check the information before sending an email to customer which helps advisors focus on other important cases.

A minimum viable product approach is essential in the "Test Fast and Iterate Fast" strategy.Having the main success in mind, resolving the main problems first with the simplest idea and gradually improving the ideas is a great way to learn how to improve the user experience of the product. Me and my team was able to discuss the direction within the team and with stakeholders thanks to the solid data and feedback from users during the MVP improvement.