AEG'S PRODUCT SUPPORT
A place where customers can come and solve their own problems or concerns
As a high end brand from Electrolux, focusing on the Australian market, AEG came to Niteco (my old company) with a request to update their product support feature. The concrete mission is to figure out the user friendly information architecture for their support page so that the workload of the support team will be reduced and the customers will not need to wait for so long.
AEG Australia - The high-end brand belongs to Electrolux group
The most important part was to understand how to present the product line in this supporting feature so that AEG buyers can quickly find the support on the website without contacting the supporting team and wait for such a long time.
The impact the work had on the business was amazing. People started sharing AEG supporting pages in the community and the workload of support team has been reduced around 20%
What is needed in this feature information architechture
As mentioned above, the key purpose of redesigning this feature is to help users navigate around, finding their needed information without any real support. This means we had to start with the current flow in which users have specific questions in mind and find themselves here. Below is the information architecture that we have placed in priority order (left to right) based on the data provided by AEG team.
Continue with the
With the specific user persona and priority order of services as above,
I started to create some most common scenarios in which users see themselves in this feature and navigate around to find the answer to their questions and run some quick testing on papers. From this testings, we got some concrete insights of what are the most popular services that users need in this type of product.
PHASE 1 - PROTOTYPE AND REVIEW
At this stage, I focused on drafting out the solution with an interactive prototype version for our client to review and give feedbacks. I have had a lot of valuable review sessions in which I understand more from the wants and need from the business perspective and adjust the user experience based on that.
The requirement from the brand
As the only premium product line in the Electrolux chain, AEG team put a note to the design team to align with the branding and stay premium.
Navigation flow is everything in this feature, therefore, from the customer perspective, all high valued services need to be visible and easy to find.
Being premium does not mean that the wording in this service needs to be fancy. As a supporting feature, the simple and common use of wording is the best choice here.
Brand identity is always needed to keep aligned. There are some components that already made to use such as 'find a store' feature that I can make use of.
PHASE 2 - PUTTING PROTOTYPE TO LIVE DESIGN VERSION
The visual identity of AEG was the perfect opportunity to express what this place really is. I created a flexible visual identity that could be used in any possible application. On the way to reach to the same agreement, I have supported the AEG with the design system to get their product more aligned and easier to use for the next designers.
Not everything went smooth
Changes and disagreements on some certain elements are something that we often had during the discussion. However, knowing my customers and what they need from the business perspective and combine that with user experience gave me a concrete solution that make both of us happy.
PHASE 3 - RESPONSIVE DESIGN OPTIONS
The brand had to be launched in the best possible way.
I designed and supported with the responsive design as well for mobile and ipad screens with a view to bringing the best user experience for the end users.