A Case Study using Design Thinking Process Importance of Help Desk for a Complicated Product
What is PayamGostar?
PayamGostar is a Customer Relationship Management (CRM) software provider located in Tehran Province,Iran. The Company offers services and products to help businesses manage customer relationships, including customer data management, customer support, sales and marketing, and analytics. PayamGostar also provides APIs and mobile applications to facilitate integration of their services into other systems.
Introduction
When a product gets bigger and bigger, lots of its parts may be lost or difficult to understand for the user, especially in B2B products such as CRM software that has different parts for different departments.
Our old documentation was very cluttered and search functionality didn't work well. This made it impossible for customers to find the answers to their questions in the documentation, the support contact queue increased dramatically, which in turn caused dissatisfaction.
Opportunities
Create a guideline for our users to use the product
Answering customers' common questions in a simple way
Decrease support queue
Gather all the documentation and tutorials in a focused platform
Benchmarking
Benchmarking is one of the key ways to get started on a design project, and at this point I explored some of the biggest ones to better understand the documentation systems. At the beginning, we wanted to use WordPress to develop this system, but while benchmarking, I found out that many of them used GitHub to manage their documentation, and the largest was for Microsoft. I told that to our product manager and CTO to get a deeper look.
Define the Problem
The devil is in the details. I created a survey and sent it to customers who had contacted support at least once in the last 2 months. The purpose of this survey was to find out what percentage of them used the current documentation system.
So that I can identify my target user for the interview.According to the results, I found that almost 80% of our active customers didn't know there was documentation for our product.So, I started interviewing with my colleagues in each department, even new personnel that were forced to read the documentation and work with CRM software.Now it's the time for putting insights and quotes together. I learned a lot from my interviewees...
Ideate Possible Solutions
I’ve used affinity mapping to group the insights from user and stakeholder interviews into meaningful categories. One of the things that almost everyone mentioned was that they got lost while working on the document and did not know how to find what they were looking for. I tried to show the user where they were before by specifying the user path and using the browser's cookie, and getting the user to the destination with various categories.
Wireframing
Create wireframes to visually represent the information architecture and layout of the help desk.
Visual Design
Develop the visual design, including the look and feel, typography, color palette, and imagery.
Launch and Observe
Launch the help desk and observe its performance. Collect data and feedback from users and stakeholders to measure the impact of the help desk on reducing customer service calls.
Conclusion
The results of the design thinking process and the impact of the help desk was on reducing about 24% of customer service calls.
This problem seems easy but when I deep dived in the problem I’ve found if something is important to us we need to take time for solving that which all sides (business and customer) be happy.