The Importance of Innovation in Creating Business Value: A Case Study
In today’s fast-paced digital landscape, innovation is not just a buzzword; it’s a necessity for businesses aiming to stay competitive and deliver exceptional value to their customers. This case study explores how our recent project at Nedbank leveraged innovative design strategies to enhance user experience and drive significant business value.
New Help Centre - ‘How to’ Pages
Business Challenge
Our primary challenge was to improve task resolution and user experience on our website, specifically targeting users who typically resort to calling our contact center for assistance. The goal was to reduce traffic to our Nedbank Contact Center (NCC) by encouraging self-service through our website.
Project Focus
We focused on users who visit our contact center page with the intention of calling for help. Our objective was to intercept these users and guide them towards self-service options available on our website. This involved:
Menu Renaming and New Items: Updating our website’s navigation to make self-service options more prominent.
Interception on Key Pages: Implementing pop-ups and redirects on the “Contact Us” and “Branch Locator” pages to nudge users towards self-service.
Enhanced Help Section: Improving the SEO and usability of our help and service pages to ensure users can easily find the information they need.
Design Process
We followed the Double Diamond Design Process, which includes four key phases:
Discover: Understanding the problem and gathering insights.
Define: Narrowing down the focus to specific user needs.
Design: Generating ideas and prototyping solutions.
Deliver: Implementing and testing the final solution.
Designing the right thing, Designing things right.
We find with most mature design teams, the Design Process is just a guide to help us. What we focus on more are our design principles.
Behavioral Interventions
To change user behavior, we employed several behavioral science principles:
Status Quo Bias and Default Bias: Encouraging users to shift from calling the contact center to using self-service options.
Nudge Theory: Using pop-ups and menu changes to guide users towards self-service pages.
An example of a Pop-up.
Nudge Copy Tests:
Title: Solve Problems Faster Online
Description: Our Help Centre provides fast and efficient solutions. Get the help you need without the wait.
Principle: Efficiency - Focuses on the speed and efficiency of the Help Centre.
Title: Your Help Centre Awaits
Description: Discover quick solutions and expert guidance. Avoid the hassle of phone calls and branch visits.
Principle: Loss Aversion - Highlights the inconvenience of not using the Help Centre.
Title: Get Expert Help Online
Description: Our Help Centre offers expert advice and solutions. Save time and get the help you need now.
Principle: Authority - Leverages the perception of expertise to build trust.
Nudge Copy Test
Using pop-ups and menu changes to guide users towards self-service pages. It was clear from the results that users wanted to focus on the speed and efficiency of the help centre.
Key Results
Our innovative approach yielded impressive results:
Increased Self-Service Adoption: 27.8% of visitors looking for a contact number were diverted to the help center, with 60% of these users not returning to the contact page, indicating successful task resolution.
Improved User Experience: 74% month-on-month growth in visits to our servicing pages, demonstrating increased findability and usability of self-service content.
Cost Savings: A significant reduction in call center volumes, saving the business approximately R976,000 over 60 days, equating to an annual saving of R6 million.
Conclusion
This project underscores the critical role of innovation in product design. By understanding user behavior and strategically implementing design changes, we not only enhanced the user experience but also delivered substantial business value. Innovation, when applied thoughtfully, can transform challenges into opportunities, driving both customer satisfaction and business success.
Team:
Angus Ewing - Head: Product Design - Web
Justin Zeeman - Snr Principle Product Designer
Craig Sheun - Snr Product Design Lead
