Cashrewards — Help Centre
Creating a self service help centre that increases members satisfaction
I’d been working at Cashrewards for four months when I was given this project. I empathised and visualised the Help Centre using UX research.
My role
Research
UX Design
UI Design
Prototyping
Background
Cashrewards, founded in 2014, is a reward platform for shoppers to earn money when they make a transaction with its partners online. Cashrewards tracks its members’ transactions through online clicks. Cashrewards’ digital products include website, app, and browser extension. Its biggest competitor is Shopback, who launched in Australia back in 2018.
Pain points
- Limited FAQ
You do need to be tech-savvy to be able to get cashback from Cashrewards. There’re a few steps you need to do before you start shopping in order for Cashrewards to track your transactions, so it is quite common for new members to have tracking issues or questions with regards to our products. The existing FAQ does not have the answers to commonly asked questions submitted by new members. - No central location to house FAQ
There was no one place that holds all the FAQ, and members have to jump around to find bits of information here and there. It was also challenging for our Member Services Team to manage and update information. - Enquiry ticket system is dated
The existing enquiry flows were dated. The ticket system had limited features for our Member Services Team to improve efficiency and performance.
Problem statement
The existing FAQ and ticket system are dated. As the number of our members grow, Cashrewards needed an informative Help Centre that manages FAQ as well as enquiry tickets. The goal is to reduce the number of tickets in General Enquiry, so Member Services Team can focus on solving more complex, technical issues, e.g. missing cashback and other tracking issues.
Research
UX Mood board
I started with a UX mood board to look at some help centres of the world’s most user-centric companies. The common themes are:
- Prominent search bar
- Categorised FAQ topics
- Quick links to popular topics
- Further help channels at the bottom
- FAQ topics presented in layman terms.
- Instructions are broken down into direct short points that are easy to follow.
IA
Working closely with the Member Services Team, I collated the new FAQ content and created the IA for the Help Centre as well as the enquiry ticket submission flows.
Design process
With a limited budget, I set up and conducted internal user-testing of the initial design. Feedback from stakeholders and staff was overall positive, but there were some copy suggestions from the Marketing team at the last minute, so I reviewed the relevance of the content to each page.
Many of our members found the previous enquiry forms clunky, having to go back to their transaction details to find out the necessary information for filling in the forms. So we streamlined and reduced as many steps as possible. After discussions with the tech team, we worked out a way to prefill relevant transaction data for the members once they’re signed into their account.
Results
The Help Centre was launched in Apr 2019, 2 months after the initial deadline because the Freshdesk dev team had resourcing issues. I worked closely with the developers and our internal QA team to ensure a smooth transition at the end.
Our Member Services Team has noticed a declining trend in the number of tickets YOY, and it has given the team a much more efficient platform to manage all FAQ content.
