Azimo Support Centre
Azimo is a global FinTech company specialising in remittance and money transfer. Launched in 2012, Azimo offers a digital end-to-end customer experience that allows users to send money to more than 190 countries in 80 different currencies, making it one of the top FinTech companies in terms of market reach.
As the sole Product Designer assigned for this product, I worked closely with the product manager and was responsible for the design of the support centre as well as conducting user testing, creating user flows, UI elements and interactions. My role was to also support and communicate with the engineering team to ensure we iterated on the final solution. You can read more about our process, the different elements and final results below.
Date: 2017 - 2018
A common complaint among our user base had been the lack of contact options within the app, as well as an outdated FAQ. This meant we needed to focus on providing a better experience for users looking for help and thereby reduce contact rates and drive efficiencies. Using our a new customer support service powered by Zendes, we had the opportunity to bring a dedicated support centre and chat service to the app. Our main challenge was to ensure close collaboration between teams, including third party providers, in order to offer Azimo users an optimised self-help experience. Article pages, a new support centre and live chat experience needed to be designed as well as personalised entry points for users to get help at any given time.
Creating the new Azimo support centre required close collaboration between different teams, specifically the customer support team, the engineering team and the design team.
It was important to bring everyone on the journey and show the value of applying design thinking to create a solution that solved the user problem while also being technically feasible. We spent a lot of time talking to users, stakeholders and members of the customer support team to ensure we had a clear view of all pain points and needs for this specific project and tested different iterations of the solution ahead of launch. This helped us refine the final solution and prove our hypothesis.
Our research phase consisted of conducting user interviews to understand what users where expecting from a support centre and, more importantly, their expectations in terms of how to look for support, talking to an agent or simply reading an FAQ. Our conversations with users revealed not only potential features but also the kind of language users were expecting from us to instil reassurance and trust.
We also spent some time benchmarking competitors and running regular workshops with our own customer support team to crystallise the key pain points and potential solutions. It was critical for us to dedicate enough time to research in order for us to understand exactly the main problems we needed to solve with the support centre.
Our research showed that users were lacking a central hub to contact us, in some cases having to access different pages or having to close the app altogether to find the relevant answers. It was also clear to us that personalisation was a big part of the potential solution and having the ability find answers based on your activity as a user.
For this specific project, we focused on new and existing users that were more likely to contact support or ask for help. We reviewed the data and discovered the users sending to specific countries or sending bigger amounts were more likely to ask for help during the journey. Based on these insights, we invited users to come into the office and test different iterations of the support centre. Regular user testing and tweaking the solution based on relevant feedback was a crucial aspect of building the right support centre for Azimo.
Defining the problem
We observed that the existing customer support offering within the Azimo apps was limited. The service failed to answer the most basic questions in a personalised manner and forced users to quit the app to access any relevant information. How might we improve our customer support offering within the Azimo apps to be more relevant for users, resulting in higher contact rates and overall improved customer satisfaction.
We believe that a reduction in contact rates and an increase in customer satisfaction will be achieved if our users have access to a useful support centre on the Azimo apps, including access to relevant answers to the most common questions and access to support chat if needed.
Design goal 1
Give users easy access to our wide range of support articles.
Design goal 1
Allow users to start a conversation from within any screen in case the article was not helpful
Sketches & wireframes
The data and the insights from the discovery stage provided us with enough information to begin our ideation stage. Here, we started playing with potential solutions and user journeys as well as potential features for the new Support Centre.
It was important for us to ensure that the new support center was easy to discover for both new and existing users and a lot of time went into outlining entry points and potential edge cases. We explored the idea of not only allowing users to access the support centre from within the "support section" but also surfacing contextual help and articles at other points of the journey.
The support centre hub is the main page where users can access relevant help and articles. It was important for us in terms of hierarchy to have quick access to a search field so users could quickly search for specific terms or questions. The rest of the page is organised showing the main article categories followed by suggested articles that will change based on user behavior and recent transfer activity.
One of the main pain points for our users was the lack of quick access to live chat from within the app. For this reason, we added a component to each support centre page that gave the user the ability to start a chat or email us in case the articles available didn't address their question. This feature paired with the ability for users to rate articles as useful provided us with enough data to measure the success of specific articles as well as understand which articles users were reading before contacting support.
Designing the support centre also meant designing article pages, list pages, article search behavior and chat behavior. Having a constant feedback loop with both our users and our support centre team was crucial to continue to evolve this feature.
An important element of the new help experience for Azimo was the ability for users to contact us directly using live chat or email. For this reason, is was necessary to design not only all screens and UI elements for the chat screens but also the behavior that will allow us to manage the amount of users contacting us on a regular basis. The chat screen allows users to see the history of past conversations with our agents as well as allowing them to create a new support ticket.
In order to manage expectations, it was important for us to have clear signposting across the chat experience to communicate to users when our agents were online or offline, or that only one conversation could be open at any one time. Designing the chat experience was a great opportunity to work closely with the support centre team since we needed to take into consideration the existing help guidelines and the behaviour of agents dealing with queries in a systematic order, encouraging users to solve a query before creating a new one.
Transfer status was the source of the most common user complaints, increasing the rate of support queries. Designing the new help experience meant looking at other aspects of the Azimo experience and understanding how we could minimise frustrations along the way. For this reason, we also redesigned the transfer status screens and incorporated elements from the support centre to each type of status.
Having clear access to contextual articles on the status page allowed users to quickly find answers to questions without having to contact support. With this amended design, we were able to reduce the total volume of contact queries.
The new transfer status not only offers contextual help but we ensured that the most important information regarding the status of a user's transfer could be structured in a way that demonstrates clearer hierarchy around the status, including the amount and the last time the status was updated. We also created a new stepper interaction that offers users a clear visual cue of the steps required to complete the transfer.
Creating our new support centre was only the beginning in improving the help experience in the Azimo app. Based on the data provided by usage of the new features (e.g. most visited articles, contact tickets created per article, transfer status etc.) we were able to continue iterating on the approach and improving the experience. From having access to more relevant article information with clearer hierarchy, we were able to drive a reduction in total contact rates and increased customer satisfaction.