Singapore Airlines Help/Self-Services Revamp
Singapore Airlines Help/Self-Services Revamp
Jun 2023 - Aug 2024
Timeline
Lead UX Designer
Role
About
This case study details the process of revamping the help center and self-services section of the Singapore Airlines website. The primary objective was to ensure users could easily access the help they need and resolve issues independently, minimizing the need to call customer service.
Goals
1
Meeting key business objectives
To ensure business KPIs of different departments are being met and call centre/customer service efficiency is increased - in terms of manpower and costs. To also increase brand loyalty.
2
Defining design outcomes and expectations
To ensure a seamless and effective user experience when a user is to go to the Help Centre in order to look for a solution or any form of assistance. Increase customer satisfaction as well as enhance navigational ease and content relevancy.
Problems: top level findings
The existing help center suffered from poor navigation, overwhelming textual content, and suboptimal information architecture, making it difficult for users to find information quickly and easily. This inefficiency led to high drop-off rates and increased customer service calls, impacting business efficiency and customer satisfaction.
A
Poor navigation
Lack of a navigational system that funnels users to relevant pages or help channels, based on topics.
B
Poor information architecture & design
Poor information design and overwhelming textual content, creating heavy cognitive load that can hinder users from finding information quickly and easily.
Design opportunities
Revamping information architecture through a centralised hub housing all help resources. Enhancing our content & information design to further improve findability. Opportunity to enhance our user experience, working towards a consistent, world-class brand.
Uncovering the problems: defining existing issues
1
UX audit
Critiquing and identifying issues in the current help page and evaluating them against different parameters, standards and UX practices. Performing a heuristic evaluation to identify usability problems in order to prioritise the different types of existing issues.
2
Glassbox
Gathering data on rage clicks and struggle scores to evaluate user satisfaction when viewing the website.Measuring cognitive load and learnability of the page through recorded sessions.
2
Google Analytics
Gathering 1st and 2nd interaction data as well as drop-off rates to study how users browse the page to get help. Measuring task efficiency and if users are resorting to contacting customer support over self-servicing their issue.
Benchmarking and best practices
Objectives: Inspirational findings from best practices benchmarking with 13 premium OAL competitors + non-airline industries.
Content + Usability > Features
Heuristics: Findability, usability, clarity of content, timeliness, usefulness.
Surface high frequency topics for easy entry, benefitting both user and business
Use polyhierarchies to improve findability for ambiguous categories
Don’t prevent or slow users down from getting in contact. Clearly communicate availability & wait times
Progressively disclose when appropriate. Be mindful of breathing space and eye movement
And more…
Feature benchmarking: Many of our competitors, on a high level - appear to not invest a lot of resources or effort into maintaining and enhancing their help experience.
The Design Phase
Introducing new features - such as link to open up commonly asked questions on the chatbot immediately.
Measuring success with metrics
The CASTLE framework was deployed and used together with the design and business goals to estabilish how the new designs will meet the goals and reduce the pain-points - which can be measured via Google Analytics, Glassbox and User Testing as well.
Usability Testing
Creating a plan is crucial to prepare prototypes for usability testing with real users and frame questions that are not leading, suggestive but rather contextual and open-ended in order to understand the user behaviour in the best way possible.
Impact
1
Reduced Drop-off Rates
The new design led to a significant reduction in user drop-off rates, indicating improved user engagement and satisfaction.
2
Increased Self-Service Efficiency
Users could resolve issues more effectively without contacting customer support, reducing call center load and operational costs.
2
Enhanced Customer Satisfaction
Positive user feedback highlighted the seamless and intuitive help center experience, contributing to increased brand loyalty.
Tools
Figma
Figma
Miro
Miro
Glassbox
Glassbox
© Copyright Swapnil Bapat. All Rights Reserved.
© Copyright Swapnil Bapat. All Rights Reserved.
His patience in understanding requirements is top-notch, and I really appreciate his creative approach to UX problems. He's is quick, efficient, takes the lead, and works hard!
Sanjay Kumar
Lead UX Strategist
Adopting the use of a help center with categorisation of topics and a quick guide to onboard users on how to use it.
Swapnil has been the best designer we have had to have worked on the Help / Self-services pillar - which is a challenging part of the website. His attention to detail and skill at conducting user research is very commendable, so a big thank you to him for his efforts!
Jowin Tam
Principal UX Strategist
Old
New
Old
New
By floating ideas and exploring visions – we will be able to discuss feasibility when it comes to quick wins.
Singapore Airlines Help/Self-Services Revamp
Singapore Airlines Help/Self-Services Revamp
Jun 2023 - Aug 2024
Timeline
Lead UX Designer
Role
About
This case study details the process of revamping the help center and self-services section of the Singapore Airlines website. The primary objective was to ensure users could easily access the help they need and resolve issues independently, minimizing the need to call customer service.
Goals
1
Meeting key business objectives
To ensure business KPIs of different departments are being met and call centre/customer service efficiency is increased - in terms of manpower and costs. To also increase brand loyalty.
1
Meeting key business objectives
To ensure business KPIs of different departments are being met and call centre/customer service efficiency is increased - in terms of manpower and costs. To also increase brand loyalty.
2
Defining design outcomes and expectations
To ensure a seamless and effective user experience when a user is to go to the Help Centre in order to look for a solution or any form of assistance. Increase customer satisfaction as well as enhance navigational ease and content relevancy.
2
Defining design outcomes and expectations
To ensure a seamless and effective user experience when a user is to go to the Help Centre in order to look for a solution or any form of assistance. Increase customer satisfaction as well as enhance navigational ease and content relevancy.
Problems: top level findings
The existing help center suffered from poor navigation, overwhelming textual content, and suboptimal information architecture, making it difficult for users to find information quickly and easily. This inefficiency led to high drop-off rates and increased customer service calls, impacting business efficiency and customer satisfaction.
A
Poor navigation
Lack of a navigational system that funnels users to relevant pages or help channels, based on topics.
A
Poor navigation
Lack of a navigational system that funnels users to relevant pages or help channels, based on topics.
B
Poor information architecture & design
Poor information design and overwhelming textual content, creating heavy cognitive load that can hinder users from finding information quickly and easily.
B
Poor information architecture & design
Poor information design and overwhelming textual content, creating heavy cognitive load that can hinder users from finding information quickly and easily.
Design opportunities
Revamping information architecture through a centralised hub housing all help resources. Enhancing our content & information design to further improve findability. Opportunity to enhance our user experience, working towards a consistent, world-class brand.
Uncovering the problems: defining existing issues
1
UX audit
Critiquing and identifying issues in the current help page and evaluating them against different parameters, standards and UX practices. Performing a heuristic evaluation to identify usability problems in order to prioritise the different types of existing issues.
1
UX audit
Critiquing and identifying issues in the current help page and evaluating them against different parameters, standards and UX practices. Performing a heuristic evaluation to identify usability problems in order to prioritise the different types of existing issues.
2
Glassbox
Gathering data on rage clicks and struggle scores to evaluate user satisfaction when viewing the website.Measuring cognitive load and learnability of the page through recorded sessions.
2
Glassbox
Gathering data on rage clicks and struggle scores to evaluate user satisfaction when viewing the website.Measuring cognitive load and learnability of the page through recorded sessions.
2
Google Analytics
Gathering 1st and 2nd interaction data as well as drop-off rates to study how users browse the page to get help. Measuring task efficiency and if users are resorting to contacting customer support over self-servicing their issue. Figuring out where do people come from and go to next.
2
Google Analytics
Gathering 1st and 2nd interaction data as well as drop-off rates to study how users browse the page to get help. Measuring task efficiency and if users are resorting to contacting customer support over self-servicing their issue. Figuring out where do people come from and go to next.
Benchmarking and best practices
Objectives: Inspirational findings from best practices benchmarking with 13 premium OAL competitors + non-airline industries.
Content + Usability > Features
Heuristics: Findability, usability, clarity of content, timeliness, usefulness.
Surface high frequency topics for easy entry, benefitting both user and business
Use polyhierarchies to improve findability for ambiguous categories
Don’t prevent or slow users down from getting in contact. Clearly communicate availability & wait times
Progressively disclose when appropriate. Be mindful of breathing space and eye movement
And more…
Feature benchmarking: Many of our competitors, on a high level - appear to not invest a lot of resources or effort into maintaining and enhancing their help experience.
The Design Phase
I started by wireframing the revamped help center. By floating ideas and exploring visions – we will be able to discuss feasibility when it comes to quick wins.
Adopting the use of a help center with categorisation of topics and a quick guide to onboard users on how to use it.
Old
New
Old
New
Introducing new features - such as link to open up commonly asked questions on the chatbot immediately.
Measuring success with metrics
The CASTLE framework was deployed and used together with the design and business goals to estabilish how the new designs will meet the goals and reduce the pain-points - which can be measured via Google Analytics, Glassbox and User Testing as well.
Usability Testing
Creating a plan is crucial to prepare prototypes for usability testing with real users and frame questions that are not leading, suggestive but rather contextual and open-ended in order to understand the user behaviour in the best way possible.
Impact
1
Reduced Drop-off Rates
The new design led to a significant reduction in user drop-off rates, indicating improved user engagement and satisfaction.
1
Reduced Drop-off Rates
The new design led to a significant reduction in user drop-off rates, indicating improved user engagement and satisfaction.
2
Increased Self-Service Efficiency
Users could resolve issues more effectively without contacting customer support, reducing call center load and operational costs.
2
Increased Self-Service Efficiency
Users could resolve issues more effectively without contacting customer support, reducing call center load and operational costs.
2
Enhanced Customer Satisfaction
Positive user feedback highlighted the seamless and intuitive help center experience, contributing to increased brand loyalty.
2
Enhanced Customer Satisfaction
Positive user feedback highlighted the seamless and intuitive help center experience, contributing to increased brand loyalty.
Tools
Figma
Figma
Miro
Miro
Glassbox
Glassbox
Swapnil has been the best designer we have had to have worked on the Help / Self-services pillar - which is a challenging part of the website. His attention to detail and skill at conducting user research is very commendable, so a big thank you to him for his efforts!
Jowin Tam
Principal UX Strategist
Swapnil has been the best designer we have had to have worked on the Help / Self-services pillar - which is a challenging part of the website. His attention to detail and skill at conducting user research is very commendable, so a big thank you to him for his efforts!
Jowin Tam
Principal UX Strategist
His patience in understanding requirements is top-notch, and I really appreciate his creative approach to UX problems. He's is quick, efficient, takes the lead, and works hard!
Sanjay Kumar
Lead UX Strategist
His patience in understanding requirements is top-notch, and I really appreciate his creative approach to UX problems. He's is quick, efficient, takes the lead, and works hard!
Sanjay Kumar
Lead UX Strategist
© Copyright Swapnil Bapat. All Rights Reserved.
© Copyright Swapnil Bapat. All Rights Reserved.