As a large part of a customer’s journey takes place online, a flawless user experience (UX) becomes a requirement. This is even more important when customers search for support on your website. With competition only a click away, effortless digital support and intuitive design matter in a major way. Simply put: UX can make or break your brand’s digital experience.
User’s support journey
When customers visit their mobile operator’s website for a resolution to their smartphone issue, their journey is predictable. They search for the help or support section and browse through the forum or FAQs. Other customers may start their journey using Google and then find the operator website in the search results. There is a risk that users will lose patience and abandon the operator’s website at any point throughout this journey. The support journey is the result of decisions about how the website looks on mobile and desktop, how it behaves, what information is provided and what it allows visitors to do. These decisions influence every aspect of the UX.
Building a great user experience
The process of building a great digital experience is all about ensuring that no aspect of the customer journey happens without conscious, explicit intent. This means that all actions the customer is likely to perform have to be taken care of with effortless experience as the ultimate goal. There is no one-size-fits-all approach, but these practical steps will definitely help the process of improving your user experience:
1. Customer needs
Defining customer needs and company objectives. Addressing them with functional features and content.
It is not only important to clarify operators’ objectives, but also to understand what customers want to achieve when they visit operators’ websites. Once the strategy is clear, the operator has to determine the set of features and functions to implement.
The implementation is only half the battle. As many “great” features are never actually used, operators need detailed analytics to validate their value. Unused options must be removed from your website because they only degrade your user experience, according to Usabilityhour.
Set specific targets to gather the data to calculate Customer Effort Score (CES). In how many clicks should the customers be able to find a specific answer to their question or problem? That provides the opportunity to set goals in e.g. Google Analytics and measure the success of the support section.
Mobile first design and capturing feedback
It goes without saying that mobile operator’s websites have to be designed mobile first. It should be determined how support sections of the website fit together and behave in response to the customer. A map of the website and user flow diagrams are great ways to establish how users find what they are looking for in an intuitive way. Some questions to answer during this step of the optimization process are:
- How should content be grouped and categorized?
- What should happen after customers have resolved their issue?
- Should there be a feedback form or should users be automatically directed to relevant VAS pages?
In any case, there should not be any dead ends. When users cannot find the solution in your support section, offer them an alternative channel. Users’ feedback and analytics have to be captured at that time. To enable a closed feedback loop, also making front line support stronger with insights gathered from the website.
Information, interface and navigation design
In terms of design, less is more. The more elements and options there are on the webpage, the less important they become. That is why operators need to use white spaces in their support section. In reality, however, many support pages are cluttered with offers and ads. This degrades the UX and brings frustration to the users whose main goal is a quick problem resolution.
Another important concern is navigation. According to Usabilityhour, 50% of the internet users are search-dominant. This means that many of the customers would not look through numerous menus and FAQ’s, but will first use your website search function. That is why designing a clear search results page is crucial for the performance of the search function on the website.
The purpose of the design is to optimize each element and provide effortless experience.
Keeping this in mind will help to simplify the use of your support pages and ultimately increase your Net Promoter Score (NPS).
Attractiveness, findability and readability
An attractive visual design should not stay in the way of proper user experience. Styling has to be balanced with usability and a simple, clean and engaging experience. Designers can have a different view on the style of a website compared to a marketer or SEO professional: one looks for attractiveness, the other for findability and readability.
The final product should reflect what customers want and match the operator’s look and feel. At the same time, core SEO principles have to be implemented in the architecture.
UX has a strong impact on your overall digital experience and the commercial success of a mobile operator’s support page.
Qelp provides self-service support for smartphones and helps you with integrating visually appealing, intuitive design into your website. Together, we ensure that no aspect of the experience of customers happens without conscious, explicit intent.
Click below to get a free UX scan of your support website.