Messaging designs that drive users to self-serve efficiently
I saw an opportunity and acted to combine and simplify products and provide customers with status wherever they go looking for it.
I was working on a new status messaging API project and a new UI. When I studied the holistic customer experience around status messaging, I found we had more then 5 products that delivered status in inconsistent ways. It quickly became abundantly clear we needed a new long term approach.
I started by analyzing all of the experiences and data in relation to status messages across each product. We also completed some UX research to gain insights into what customers really need.
Our problem is that we supply status for customer activities in different places inconsistently.... go here for this, go there for that. Users constantly complain that they cannot find what you're looking for on the site. Users are forced to call on the telephone. Fidelity is a high-touch, white glove service organization, however customers expect to find status for everything they do online.
If we can provide status in a proactive way across all channels, then we can reduce phone calls, save money and increase satisfaction and brand loyalty of our customers.
Our UX research indicates that customers go back to the place they started an activity or a centralized location when looking for status. They prefer to simply be notified at the right time in the most relevant location.
We will need to take advantage of all channels and deliver messages appropriately across channels. All products and touch points need to be poised to deliver relevant and contextual status. Ex. if they are in the middle of transferring money or trading, recent money movement and trades need to be accessible within the same context.
