BlackRock Voting Choice
An industry-first SaaS solution for retail investors to participate in ESG voting decisions inline with their ethical values and policy governance preferences.
The Chat Shop – Conversational AI
The Chat Shop is a full-service SaaS provider dedicated to managing onsite chat. They add value throughout the online customer journey, leveraging the latest AI chat technologies to deliver the best solutions and a better ROI.
My role
While working with GreenLight Digital, a leading UK digital agency, I was assigned to this project as the Product Design Lead. Throughout the project, I collaborated closely with The Chat Shop team, working as a fully integrated member to drive product design strategy and execution. My responsibilities included:
- UX research to explore and map out The Chat Shop prospective customer persona.
- Product Design of the company’s website and SaaS platform to increase service subscriptions and support The Chat Shop ambition to lead the market in the AI / Chatbot space.
How we got there
Gathered insights from within the Business
Without pre-existing insights, my starting point was research. Similar to many other companies, The Chat Shop (TCS) was rich with customer insights and assumptions. I conducted discovery workshops to learn more about the typical chatbot customer and the key assumptions to debunk with research.
Identified problem area
1
Poor conversion
2
A dated identity
3
Poor usability
Moderated customer interviews
I partnered with a user research participant recruitment agency to find the right profiles and co-moderated three in-depth interview sessions with existing and prospective customers.
The sessions were followed by an affinity mapping workshop with the team to identify emerging patterns from the information we gathered in the interviews.
From the affinity mapping sessions, I created the following UX artifacts:
- Persona Documents: These were later validated via survey.
- User Flows
Identified prospective customer Persona
The Relationship builder
“I want to engage prospects in conversation early, pilot them through specific services, and hand-hold them through decision-making.”
The Support Optimiser
“I’ve been lumped with the task of finding a digital solution to help our customers and ourselves online”
The eCommerce Guru
“If we’re going to increase online sales, we need to provide to the customer the in-store experience online also.”
Persona document – eCom Guru
The “eCommerce Guru” is an online expert heading up the digital team at a corporate eCommerce business. She is very familiar with technology and conversational commerce solutions, however some have disappointed her in the past. She has sign-off, can understand the lingo and wants to try before buying.
User flows
I created a user flow that could cater to each identified persona.
Wireframes
I produced a set of wireframes to use as stimuli for the usability testing sessions. Subsequently, I refined them to be pixel-perfect in order to obtain sign-off from the client.
Impact: The Drum Awards for Experience
The Chat Shop website was nominated at The Drum Awards for Experience 2021. The results were revealed at a ceremony at The Drum Labs in London, during a week-long awards festival, and broadcast live on The Drum TV.
Testimonial
Want to know more?
If you’d like to find out more about my work and experience, or to discuss potential projects, please get in touch!
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