Eddie Laan - Help me choose

Project details

Background

A third party tool was used to help out customers choosing the right internet & tv products. It did what it was supposed to do, however the decision was made to develop a wizard in-house to reduce costs and be fully in control in regards to development, testing and content.

The brief

I was asked to design a tool that provides appropriate advice based on customer responses regarding living situation, internet usage and viewing behavior.

My role

I proposed a plan of approach and implementation, was mainly responsible for the interaction design and worked together with the CRO specialist and Visual Designer to pre-validate concepts.

what I did

Stakeholder & expert interviews, secondary research, Information Architecture, Interaction Design, some UI Design, pre-validation.

Non-digital natives have a knowledge gap and don’t know what they need or which service to go for. They look for an honest customized recommendation and want you to hold their hand.

Principles

Based on previous research studies and stakeholder/expert interviews I formulated the following three principles as guidelines for the design:

Relevant

Proactively ask customers with an intent to buy if we can help them and ask questions specifically based on their situation.

Conversational

Have a conversation like the way a shop employee or call agent would have when a customer is looking for advice.

Reassuring

Repeat given answers and give intermediate advice. Ask if the information is sufficient and explain the process.

Principles

Based on previous research studies and stakeholder/expert interviews I formulated the following three principles as guidelines for the design:

Relevant

Proactively ask customers with an intent to buy if we can help them and ask questions specifically based on their situation.

Conversational

Have a conversation like the way a shop employee or call agent would have when a customer is looking for advice.

Reassuring

Repeat given answers and give intermediate advice. Ask if the information is sufficient and explain the process.

Design

Conversational pattern

For my first concept I made use of a hybrid conversational pattern to emphasize the 'conversational' principle. I designed the screens with VodafoneZiggo's chatbot 'TOBi' in mind. However TOBi's engine wasn't that advanced yet and with still lots of anomosity towards chatbots, it wouldn't be worth the effort trying to build the flows in TOBi.

A multi purpose wizard

The final wireframes are based on a more generic wizard that uses horizontal and vertical progressive disclosure to navigate themes (horizontal) and questions by theme (vertical). The design of the wizard is multifunctional and could be used for installation/trouble shooting guides as well as quizzes.

Pre-validation

We still wanted to know if a hybrid conversational pattern with an 'expert' asking the questions would work better than the regular wizard. So the CRO specialist, Visual Designer and I pre-validated designs. I delivered the design below with some additional screens and this pattern was the best of three different designs. However due to lack of resources we decided to start with the standard wizard for the time being.