I worked with the team at Alice to run ran a one week design workshop to identify potential problems and challenges they were having with customer engagement.
Question / Identify / Prioritize
Through customer interviews and customer journey maps, we identified several pain points and problems. We identified new customer application process as the biggest bottleneck. We tacked the problem by coming up with a new process that made the communication between Alice and its customers as painless as possible.
Our research revealed people tend to have mistrust and confusion around language used by financial services. They quickly become hesitant to give basic information and often drop out in the middle of engagement.
Once we had a problem to solve, we dove into a brainstorm session. To get as many different perspective and solutions, we enlisted the CEO, CTO, and customer service lead to participate.
Ideas were evaluated based on the goal; create a painless and more trusty communication process.
Finally, we reached a solution; Chatty App.
Design / Build
Chatty App is an application process for a micro-loan, that is 100% chat conversation based, instead of forms. We wrote a script that took a step by step approach with conversational, yet informational language.
Our script had diverging paths to accommodate for potential misunderstandings and user errors.
We tested both SMS and web based chat application. Our test users had an easier time understanding the questions and information requested, and they found it more approachable than a typical application form. Even though the web application had better design apeal, ultimately native SMS was preferred for its convenience and familiarity.
Alice continues to build and grow their chat-ability. Currently more than 90% of their customer communication is done vis SMS.