TVG USER RESEARCH

Customer Support Tickets Audit

INTRO

TVG is a horse racing branch of the sports betting app FanDuel.

I came on board as a full-time UX Researcher and owned the discovery part for the majority of projects. My main methods included 1:1 user interviews, surveys, persona creation, data pull and analysis, contextual inquiry, user journeys, competitive analysis, etc. Usually, I would be a part of initiative creation and would define what particular research should be done and what will be the outcome of it, meanwhile ensuring that my process aligns with the business road map.

PROJECT DESCRIPTION

Objective

Support tickets are an invaluable source of information, and reveal what customers often ask in relation to our product or service.

Analyzing CS tickets volume is a fundamental and important step in defining what problems customers experience with the product and where we should look deeper to define a problem and to think of a possible solution.

Analyzing CSAT scores gives a better understanding of how customers perceive us. Regular feedback helps enrich the service experience, increase customer loyalty, and also reduce customer churn.

With a clear insight into CSAT scores, we can devise strategies to uniquely address the business needs.

Step 1. Data dashboard analysis.

KEY TAKEAWAY

  • Analyzing the tickets helped me to uncover one key problem. #1 CS request was related to financial issues, primarily collections questions. This issue was being caused by lack of customer awareness of the withdrawal holds and specifics of the ACH deposits (the time between deposit and the actual wager that is needed for a bank to be cleared). This revelation brought up an opportunity for a better customer education in the begging of the betting journey which would provide a more seamless user experience and significantly reduce the # of customer support requests.

After the analysis of the top CS tickets per each month, I was able to address the major pain point of the user experience to the Product Team and the CS department with a suggestion for a more intuitive onboarding process with easily accessible self-education.

  • Another big finding was related to #2 top CS ticket with verification help requests. This ticket also had the lowest CSAT (customer satisfaction) score. It was later discovered that users also often overlook the requirement for sending drivers’ license with a selfie attached for their account verification during sign up process. Customers often get upset when they are asked to re-upload their documents and consider the sign up and verification process as a negative experience overall.

To solve this issue, my recommendation was to provide clear and intuitive instructions during the account creation/verification process and ensure the requirements for documents submission are met prior to sending. (emphasize that they need to submit a selfie with their DL) as well as exploring how to make the user experience more positive while dealing with extra verification steps. (use of certain encouraging verbiage, positive images that create positive sentiment overall).