- Client
Mindvalley Labs
- Services
Support Centre Experience - Refactoring
- Launch project
Few words about Mindvalley
Mindvalley calls itself an innovative personal transformation learning platform covering all the essential life skills that regular education ignores.
Mindvalley is a learning experience company that publishes ideas and teachings by the best authors in personal growth, wellbeing, spirituality, productivity, mindfulness, and more – and combines them with cutting-edge sophisticated learning technology within engaged and supportive communities.
This company lets you consume the knowledge with utter comfort, providing one of the progressive engaging learning tools for a seamless experience and rapid uptake.
About the Project
This Project was about to refactor existing Mindvalley’s Customer Support Centre and transform it to a Self-Service Support Centre (SSP). User’s Interface and experience, both required a critical touch.
The main Goals / Objectives were to:
🚀 Improve customer loyalty and form trust;
🚀 Lower contact centre cost;
🚀 Aim to resolve a customer issue effortlessly, fast and with customer satisfaction;
🚀 Provide most common answers for repetitive questions in customer-friendly way to interact with by giving customer an opportunity to easily browse and move between categories, sub-categories without page reload;
🚀See their search results on the spot and rapidly change it;
🚀 Raise brand awareness;
🚀 Bring integrity and brand consistency between support centre and other MV projects
Challenge
slow web surfing…
The existing Help Centre was quite poor, consisting of a search bar and list of FAQ’s.
It was bursting with useful information, however it wasn’t well discoverable, efficient and tailored to meet the shifting needs of our growing user base. With every new click, customer was about to be redirected to a new page. Such behaviour slower the web surfing process, so users could easily lose their search line/direction/path.
Solution
Over a 2-week-design sprint, I was responsible to jot down the user interface for a new Help Centre to discuss it’s upcoming functional aspects with our developers and PO.
Our team decided to implement the “PushState” method for Help Center categories section.
It make sense since it brings an opportunity to move between categories/sub-categories and list of questions within 2 clicks and without page reload. Users are able to see their search results on the spot.
With “PushState” technique we are able to manipulate the browser’s history object on-the-fly.
Utilises HTML5’s history API. This API allows to manipulate the browser history via script.
We can change the URL in the browser without triggering a page refresh.
Loading content with AJAX can be advantageous because it gives the user a smoother and faster experience navigating from page to page because only the content is getting replaced.
Challenge
reform customers habit of writing direct emails…
By showcasing and advertising the email address of the help team on the Customer Support Center, Mindvalley formed the wrong behaviour right from the very beginning. Customers gain a habit of writing direct emails instead of self-serving themself and submit their issues through CF (Contact Form). Such aspect harmed customer experience in a some way.
It was enough for the user to use …@mindvalley.com one single time and Help Centre email is saved by their email service for future interactions.
Receiving inquires through CF is way better because:
- It’s structured (agents of the Help Centre get the necessary information to serve customers right away);
- CF has search engine plugged in – so customer can get an answer while typing an inquiry and we can deflect more tickets).
Solution
Email has been removed from the website and new contact form has been integrated, through CF customer can easily submit his/her issue in a more structural way.
Challenge
boost sales and decrease waiting time…
After email submission, customers receive answers only after 40-80 hours, instead of getting them right away through the Self Service Platform “instant answers” feature to help sales. Since answers may reach them too late, it could result in a loss of sales.
Solution
The introduction of following elements to the interface:
🚀 Advanced search (autocomplete with list of suggestions dropdown, keywords);
🚀 Fast categorisation browsing;
🚀 New Contact Form integration;
🚀 User feedback form (helped us to understand user needs in more detail, pushing technical writers to deliver even more valuable support content)
Impact
There were many other challenges to solve on the way of redesigning.
This time focus has been made towards a new stack of technologies to provide a rich playground to test and design better interface, better experience. This round of iterations was about to renovate the initial platform, making sure it’s basic functions fulfil the most common customers needs. The following up round we are planing to devote to the optimisation of the platform by gathering qualitative/quantitative inputs and key metrics measures to design high-value support experiences and decrease the company’s cost, increase conversions and sales. We are going to start by experimenting with things like heat mapping, surveys, user interviews, and A/B testing to find out what research methods work for support.
In this turn, in collaboration with product owners and developers, we were pushing harder to incorporate UX best practices, which correspond our current priorities and vision. With every challenge we solve, we’re learning more about the value of UX thinking, and we’re showing its value to stakeholders.
I conducted research of existing self-service platforms, articulated the strategy of inbound SSP, jotted down the structure plane and assist with skeleton plane (the placement of buttons, controls, photos, blocks, text, categories) to optimise the arrangement of those elements for maximum effect and efficiency, integrated interactive categorisation section, participated in prioritisation of features, provided low-mid-high fidelity prototypes and so on…..
In addition, I’ve given couple of suggestions related to front-end development stage.
My Role
😜
UI/UX Designer | Product Manager
(responsible for researching, analyzing, and designing high-value support experience)
