Customer Contact Drivers
Customer Contact Drivers
Role: UX/UI Designer
Platforms: App & Web
Tools: Sketch, Photoshop, Illustrator
Timeframe: 2-3 weeks
Cut 2.4 million payment support chats by redesigning deposit & withdrawal flows
Cut 2.4 million payment support chats by redesigning deposit & withdrawal flows
Cut 2.4 million payment support chats by redesigning deposit & withdrawal flows
Primary UX/UI designer on the flow, working with project management and
development teams, with design review/support from a senior designer.
Primary UX/UI designer on the flow, working with project management and
development teams, with design review/support from a senior designer.
Primary UX/UI designer on the flow, working with project management and
development teams, with design review/support from a senior designer.
Payments drove 35.53% of all Virtual Assistant contacts
Payments drove 35.53% of all Virtual Assistant contacts
The Challenge
Virtual Assistant chats were recorded in 6 months, with the top 3 contact reasons making up 73.03% revealing a clear opportunity to reduce support demand through better product design.
Virtual Assistant chats were recorded in 6 months, with the top 3 contact reasons making up 73.03% revealing a clear opportunity to reduce support demand through better product design.
Payments drove 35.53% of all Virtual Assistant contacts
The Challenge
Virtual Assistant chats were recorded in 6 months, with the top 3 contact reasons making up 73.03% revealing a clear opportunity to reduce support demand through better product design.
Support contact overview
Support contact overview
Support contact overview
Payments were the largest contact-driver category, making payment journeys a high-impact area for friction reduction.
Payments were the largest contact-driver category, making payment journeys a high-impact area for friction reduction.
Payments were the largest contact-driver category, making payment journeys a high-impact area for friction reduction.
Top payment contact drivers
Top payment contact drivers
Top payment contact drivers
Research showed that deposit and withdrawal contact was most often driven by users not understanding why they could not complete key payment actions.
Research showed that deposit and withdrawal contact was most often driven by users not understanding why they could not complete key payment actions.
Research showed that deposit and withdrawal contact was most often driven by users not understanding why they could not complete key payment actions.
DEPOSIT TOP DRIVERS
Where is my deposit?
Why can't I deposit?
How do I deposit?
WITHDRAWAL TOP DRIVERS
Where is my withdrawal?
Why can't I withdraw?
How do I withdraw?
DEPOSIT TOP DRIVERS
Where is my deposit?
Why can't I deposit?
How do I deposit?
WITHDRAWAL TOP DRIVERS
Where is my withdrawal?
Why can't I withdraw?
How do I withdraw?
The Architecture of the journey
The Architecture of the journey
The Architecture of the journey
User Flow
User Flow
A visual breakdown of the intuitive pathways within the app, designed to minimize cognitive load and maximize user success from the very first interaction.
A visual breakdown of the intuitive pathways within the app, designed to minimize cognitive load and maximize user success from the very first interaction.
User Journey Analysis
User Flow
Visualizing end-to-end payment flows to highlight specific stages where unclear guidance triggers unnecessary Virtual Assistant contact.
Open Account Flow
Open Account Flow
First Deposit Flow
First Deposit Flow
Clarity
Replace vague or technical language with clearer in-product explanations.
Clarity
Replace vague or technical language with clearer in-product explanations.
Visibility
Surface important account and payment information at the moment it matters.
Visibility
Surface important account and payment information at the moment it matters.
Context
Explain why a restriction or requirement exists within the journey itself.
Context
Explain why a restriction or requirement exists within the journey itself.
Guidance
Give users better next-step support so more issues can be self-served.
Guidance
Give users better next-step support so more issues can be self-served.
Turning contact drivers into product improvements
Turning contact drivers into product improvements
My Approach
My Approach
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
Clarity
Replace vague or technical language with clearer in-product explanations.
Visibility
Surface important account and payment information at the moment it matters.
Context
Explain why a restriction or requirement exists within the journey itself.
Guidance
Give users better next-step support so more issues can be self-served.
High-Impact UX Changes
High-Impact UX Changes
My Approach
My Approach
Targeted design solutions addressing friction points in critical flows like deposits and withdrawals.
Targeted design solutions addressing friction points in critical flows like deposits and withdrawals.
Targeted design solutions addressing friction points in critical flows like deposits and withdrawals.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
Improved withdrawal guidance
Problem: Users were asked for bank wire details or left waiting on withdrawals without enough explanation, field guidance, or timeframe visibility.
Solution: I added clearer withdrawal messaging, form guidance, and processing expectations to make the journey easier to understand and less support dependent.
Added field guidance for bank wire withdrawals
Problem: Users were asked for details like SWIFT/BIC and IBAN without enough explanation, making the withdrawal form hard to complete confidently.
Solution: I added clearer field guidance and supporting help content so users could understand the required details and complete the form more easily.
Added explanation for bank wire withdrawal requirements
Problem: Users were prompted to enter bank wire details without understanding why this was necessary, especially when their original deposit method did not support withdrawals.
Solution: I introduced a clear in-page explanation to give context at the right moment, helping users understand why bank wire details were needed and what to do next.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
Added field guidance for bank wire withdrawals
Problem: Users were asked for details like SWIFT/BIC and IBAN without enough explanation, making the withdrawal form hard to complete confidently.
Solution: I added clearer field guidance and supporting help content so users could understand the required details and complete the form more easily.
Added explanation for bank wire withdrawal requirements
Problem: Users were prompted to enter bank wire details without understanding why this was necessary, especially when their original deposit method did not support withdrawals.
Solution: I introduced a clear in-page explanation to give context at the right moment, helping users understand why bank wire details were needed and what to do next.
Added field guidance for bank wire withdrawals
Problem: Users were asked for details like SWIFT/BIC and IBAN without enough explanation, making the withdrawal form hard to complete confidently.
Solution: I added clearer field guidance and supporting help content so users could understand the required details and complete the form more easily.
Production Experience Highlights
Production Experience Highlights
Final Delivery
Final Delivery
A selection of live production screens showcasing how the UI dynamically adapts to global markets. These frames demonstrate the successful integration of regional sports and localised offers to drive immediate user relevance.
A selection of live production screens showcasing how the UI dynamically adapts to global markets. These frames demonstrate the successful integration of regional sports and localised offers to drive immediate user relevance.
Potential Projected Impact
Potential Projected Impact
600,000+
600,000+
Fewer chats in 6 months
Fewer chats in 6 months
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
of deposit contacts resolved
of deposit contacts resolved
"Where is my withdrawal?" reduced
"Where is my withdrawal?" reduced