Problem
A large national tech care and repair company needed to direct users from it’s tech support landing page efficiently to various live tech support channels (call, schedule a call back, chat with an expert, chat with AI). While designs existed to do so, insights on the attitudes and perceptions of each option were limited. For example, in context of renewed attention to AI chat bot technology, did customers understand what we meant by the legally required phrase, “virtual assistant”? What was their impression of the word “expert”?
Solution
To determine what someone would expect if they were to choose any respective option (call, schedule a call back, chat with an expert, chat with AI), I crafted test plans and launched think aloud usability tests to find out. On the UserZoom platform I conducted both mobile and desktop usability tests with 30 participants—carefully noting word choice as potential consumers described their options as they completed required tasks.
Impact
Learnings informed chosen wording for the landing page in question. Insights also established UX Design principles for all “front door” company tech support experiences such as for the company’s home page chat bot and client experiences for Google and Verizon.
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