Ninja Van
Yu Jing
Mia Hiang
Sarah Darmawan
Mani
Dexter Fong
3 Months, ongoing
User Flows
Prototyping
Usability Testing
Botsociety
G Suite
Miro Board
NinjaChat acquisition flow.
Our conversation tree designs continued to grow as the project scaled rapidly within a short period of time. Furthermore, we are on 5 chat platforms as users from different countries use different platforms. These led us to:
Before: Inconsistency in user flow designs.
Chatbot design was fairly new to the team. I researched and applied Google’s conversational design framework into our user flows. The designers and software engineers also discussed our user flow requirements and aligned its technical constraints. By adopting the design framework and our discussion input, we iterated design guidelines for designers to follow and software engineers to understand easily.
After: Simplified and consistent user flow designs.
Consumers will receive timely updates of their parcel statuses. They can also find out more about their statuses directly by navigating through a carousel.
Sellers can independently find out about their inquiries on the go. For further assistance, they can chat directly with a live agent. The accessible information would help them feel assured about their shipment.
Sellers can also create, edit and cancel pickups for their shipments without relying on customer support for further assistance.
As we were tight on time, we had to conduct our first usability test with 4 colleagues as consumers to gain feedback on the order tracking feature. We conducted usability tests on 6 sellers to gain feedback on the inquiries and shipment management features.
As the QA prototype was already in development during our design process, we decided to utilise it so that we can understand our users’ experiences more accurately.
We measured SUS and SEQ scores as benchmarks and considered conducting a second usability test. However, the test had to be postponed as there is a lack of logistics to carry out.
There is a common theme between both consumers and sellers, where they expect to find information about their delivery status and make inquiries fast.
Tracking ID input in text field.
Finding tracking IDs in a carousel format through reading the thread name is cumbersome. Consumers would find a faster way by instinctively “copying & pasting” the tracking ID into the text field.
1st iteration (left), 2nd iteration (right).
1st iteration (left), 2nd iteration (right).
Sellers found the FAQs in NinjaChat to be confusing and unreliable. Furthermore, they have bad impressions of communicating with live agents through chat platforms based on past experiences. The long waiting time before being connected makes them uncomfortable. These issues would encourage sellers to find alternative channels to make inquiries faster.
Sellers found the shipment management feature useful for their operations. However, they would prefer editing and cancelling pickups independently instead of speaking to a live agent.
Consumers and sellers using our chatbot service results in lower number of customer support tickets.
Free chat platforms result in lower reliance in SMS notifications, resulting in lower operational cost.
It is critical to first identify the users’ demographics, behaviours and pain points before any development work. User demographics can be further segmented into individual markets for localisation. Alternatively, more concept testing would help us better understand the users’ expectations of the chatbot.
Work closely with the relevant teams to develop localised FAQ content so that they are relatable to the local users.
Team alignment and consistency are important in ensuring a good pace in development.