USer feedback / UX Research / UX Design

Reduced the burden on support staff

My task was to create a personas depicting customers and their needs, than design a solution that would help users pick best product based on their needs.

Problem

The very high number of inquiries about which product best meets the customer's needs showed that the current design was ineffective in communicating key information to users. The problem was related to the load on the organization's processes. The customer service person was overloaded with questions that could have been avoided.

Research Phase

It was crucial to understand who the users are and what their needs are. Firstly I conducted a user research. To do this, I used Google Analytics, support messages, available posts and customer feedback on social media, as well as information about the benefits of red light therapy.

Users needed a product that:
- Prevents hair loss
- Prevents skin aging
- Enhances soft tissue regeneration (muscles and tendons)

By compiling reports for each of the aforementioned channels, it was possible to create 3 personae representing users.

Ideation

First of all, users needed an answer to the question of which of the dozen or so available products best fit their need.

Most of the available products were very similar and could be used for all of the needs mentioned above. They differed only in the size or intensity of the red light.

Using my research on red light, I grouped the devices to choose the most effective for each of the identified needs. I also took into account the size of the device and matched it to the size of the area to be irradiated.

Some of the products were tailored to specific needs, e.g. a mask for facial therapy, a cap used to prevent hair loss.

After dissecting the above information, I began selecting products based on the prepared personas, where I first selected the devices that best fit a specific need. Then I selected the size of the device I was interested in.

Wanting to be sure of the effectiveness of this system, I did a test with 4 users. The first task was to select the appropriate need and then the device size. The users were satisfied with the devices assigned to them. The process of selecting a device took much less time than when selecting a device on the store's website.

Design

I designed the above solution in the form of a form, which also consisted of exactly the same two steps:

1. The first step was to select a problem from the list created during the customer's needs analysis (Some users received a suggestion already in the next step, since some problems had dedicated devices).

2. The second step was to select the area to be treated (assuming the customer selected soft tissue regeneration - whether a specific muscle or a large area of the body, such as the back, would be treated).

The results of the form showed up to three devices that best matched the needs marked on the form.

Testing

I created an interactive prototype using ProtoPie and conducted usability tests. These showed that users were much quicker to decide which product best suited their needs by using the form than by searching products on the site.