Design and delivery of Customer Help Centre on Resolution Life's public website for both AU and NZ

Creating a new Help Centre, utilising existing components and other design constraints.

Overview

Digital adoption squad was looking to increase adoption and self-service rates on digital platforms. The business had begun to do this by introducing digital forms eg. direct debit and reinstatements. However, the information was scattered throughout the website, making it difficult for customers to complete their transactions.

Goals

The business goals included:

By having information in one place as a resource centre for customers to help them complete their tasks when managing their policy, will increase digital adoption and add to the platform OKR of over 70% for self-service rates.

From the user's perspectives, I needed to understand:

What motivates users to search and look for a company's resource centre
What do they find useful and helpful on resource centres

Conclusion

In the 3 months after launch, there were 7,541 page views with a total of 5,227 users - an 86% engagement rate, a successful project.
By creating the Help Centre, I was able to link pages from here as the single source of truth, de-risking the chance of the content becoming outdated.
Utilising existing web components, reduced costs and time taken to develop and quick launch of the Help Centre.
The lack of resources to create new components on the website, and constraints of the current components, essentially dictated the design of the page however the way these came together through UX design principles and processes, was the reason for its success.

Final result

Help Centre - Resolution Life

Why did we need a Help Centre?

Assumption

Customers will first look on our website to see if they can find a solution to their problem. If they can't, they will call us.

We have increased the self -service capabilities on the website - online forms such as direct debit, reinvestments, maturity process guides and underwriting processes
Categorises and collates all types of information in one place
Easy to find and extremely accessible
Expectation is for increased self-service rate
Reduction in calls
Better experience for new customers

UX Canvas
This was a great tool to get all stakeholders to begin the discussion about the problem from the customer perspective. I facilitated the conversation which led to:

Developing the hypothesis and problem statement
Defining the metrics and what the value-add to the business and users was
Identifying the user groups and stakeholders and the expertise required from the business

Problem Statement

We believe that if we create a space where common transactions and enquiries are easy to find in one place and quick to solve, then it will lead to a reduction in calls to the call centre and an increase in customer engagement.

What informed the design of the Help Centre?

1. Best in class

Reviewed and analysed 9 other websites taking particular note of:

Layout of page
Information hierarchy
Visual cues
Similarities between all sites and items to be included in the Help Centre

2. Insights

Conducted 5 user interviews to understand how users currently use Help Centres, their preferences and expectations, navigation and usability.

Insights include:

Quick links for essential information
Clear, concise and step-by-step guidance
Keyword search functionality

3. Data

By taking the data from call centre team and categorised by the frequency of interactions on portal, found that the top 5 reasons customers call are:

Viewing statements and correspondence
Viewing contact details
Transaction details
Updating address details
Forms

Who were our users?

There were 2 groups that were identified as the main users:

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User group 1

Current Resolution Life customers who don't like using the portal to manage their policy. Would rather call to speak to someone than trying to do it themselves.

portrait of generic middle aged male.jpg

User group 2

Customers who do not have access to the portal to manage their own policy. They could be current Resolution Life customers or new customers that have recently transferred from other insurance brand.

The design process

Not the usual pathway

I had all the information I needed to begin the design process-I wanted to design something new and different and include other stakeholders in this process however there was no money or resources to design new components. I had to look at existing website and decide which components could be used to display the information needed:

clear and concise
step-by-step
easy to navigate

Identifying components

A couple of components that could have been reused from the website.

Navigation with horizontal tab- allows for many categories.

Use of containers - limited to 4 per page width.

Putting it altogether..

Use of accordians-an effective way to create sub-categories and organise information.

Clear messaging

Digital first

Alternative ways to contact RLA

Designs for build

Horizontal tab allows for all categories

Accordians used to segment the information for the sub-categories

Information divided into 2 types:

Portal

Business promotes digital adoption first- so portal had to be at the top

Step-by step instructions with images
Use of quick links to help users get to where they need to be

Website

Way for users that could not or did not have access alternative information
Quick links used to help users get to where they need to be

Final design