AEG's product support

A place where customers can come and solve their own problems or concerns
Client
AEG Australia - The highend brand belongs to Electrolux group
Date
May 2021
Role
Product designer & Researcher

Overview points

Background

As a high end brand from Electrolux, focusing on the Australian market, AEG came to Niteco (my old company) with a request to update their product support feature. The concrete mission is to figure out the user friendly information architecture for their support page so that the workload of the support team will be reduced and the customers will not need to wait for so long.

The challenges

The most important part was to understand how to present the product line in this supporting feature so that AEG buyers can quickly find the support on the website without contacting the supporting team and wait for such a long time.

My approach

As mentioned above, the key purpose of redesigning this feature is to help users navigate around, finding their needed information without any real support. This means we had to start with the current flow in which users have specific questions in mind and find themselves here.

  • Scenario-based research: With the specific user persona and most common demand of services, I started to create some most common scenarios in which users see themselves in this feature and navigate around to find the answer to their questions and run some quick testing on papers. From this testings, I got some concrete insights of what are the most popular services that users need in this type of product.

The outcome

The impact the work had on the business was amazing. People started sharing AEG supporting pages in the community and the workload of support team has been reduced around 20%

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To get started with this project, I chose to go with Scenario-Based Research to figure out how to organize their information architecture of the supporting page so that customers can find what they look for within the shortest time.

Here's a brief overview:

  1. Defining User Scenarios: I identified typical tasks users perform on the supporting page, such as looking for the QR code to register for guarantee and understanding return policies.
  2. Creating Prototypes: Developed low-fidelity prototypes focused on key information and navigation structures.
  3. User Testing: Conducted paper-based tests with users to observe how they navigate and find information.
  4. Gathering Insights: Analyzed user behavior to identify intuitive sections and areas of difficulty.
  5. Iterative Refinement: Refined the layout and navigation based on user feedback to ensure critical information was easily accessible.
  6. Validating Architecture: Continuously tested and improved the information architecture to meet the most common user needs effectively.

Outcome:

My scenario-based research led to a user-friendly supporting page where users can quickly find information, improving their overall experience on our e-commerce platform. Below is the information architecture that we have placed in priority order (left to right) based on the research data.

Information Architecture for Supporting pages

2. Wireframe stage with iterations

At this stage, I focused on drafting out the solution with an interactive prototype version for our client to review and give feedbacks. I have had a lot of valuable review sessions in which I understand more from the wants and need from the business perspective and adjust the user experience based on that.

What I have learnt from this project

  • Keep the user needs and goals in mind: Always design a support page with user needs and goals at the forefront rather than being focused on the UIs being displayed.
  • Make the design visually appealing: A visually appealing design can help to keep the user engaged and make the support more effective.
  • Make it easy to navigate: Any digital product should be easy for users to navigate, with a clear hierarchy and pathways for the user to follow.
  • Continuously iterate and improve: A redesign is not a one-time process - it's important to continuously iterate and improve the design based on user feedback and testing.
  • Impact

  • Ease of Access: Users can easily find essential information such as product manuals, warranty details, and troubleshooting guides. This reduces frustration and improves satisfaction.
  • Self-Service: Customers can resolve common issues on their own without needing to contact customer support, leading to a more efficient and empowering user experience. Support hotline get reduced their workflow at least 10% after 1 month of launching the page
  • Quick Navigation: The intuitive layout and organized information architecture allow users to quickly locate the information they need, saving time and effort.