Overview
Company
Jio Haptik, founded in 2013 and acquired by Reliance Jio in 2019, is a leading conversational AI platform that enhances customer engagement with advanced chatbots and virtual assistants. It offers scalable, customizable solutions for e-commerce, banking, healthcare, and telecom industries.
Haptik offers three products: Chatbot (Web & Mobile), Chatbot Builder, and Agent Chat. The chatbot, embedded on client websites or apps, helps users resolve queries.
Problem
Research revealed issues with chatbot discovery and engagement. Improving these would increase user conversations and queries resolved (task completion). If the chatbot fails to assist users effectively, core metrics like queries resolved (task completion) and CSAT suffer, negatively impacting the business.
Solution
The solution included a user-friendly chat interface with improved conversational experience. Along with this a unified chat design system for consistency.
Highlights
Result
36% increase in conversations
15% longer session durations
15% Higher number of query resolution (task completion)
Duration
6 months
Team
Asis Panda (Design Manager)
Nikunj Sharma (Product Manager)
3 Engineers
2 Engineering Managers
1 QA
Design Process
Research & Define
User
We conducted Moderated Usability Testing, focusing on discoverability and engagement in chat. Testing involved 5 users each from two different clients (Tata Insurance, Sleepy Cat), with sessions moderated by myself and my project manager. Recruitment was aided by clients and personal contacts. Task design included two queries and their flows. Insights revealed:
Users faced challenge in discovering the chatbot
Accessing query that bot can answer was difficult.
Functionality issues were observed with the input box.
Language settings faced challenges, especially on mobile devices.
Customer
We utilized User Interviews to gather qualitative, generative insights. We created a questionnaire to delve into each phase of the user journey and improve the experience accordingly. Insights were gathered from discussions and responses. Findings revealed
Bot prompts occupy excessive screen space, leading to customer hesitance.
Customization options for the top bar are limited.
White labeling choices are restricted.
User approval is required for data sharing.
Stakeholder
We opted for a Focus Group method to accommodate multiple stakeholders like founders, marketing, and sales teams, consolidating their needs onto one board. Insights revealed:
The UI is outdated and needs updating.
"Powered by Haptik" needs replacement to optimize space.
There's a demand for a design system for internal feature development and business mockups.
A feature to gather user feedback on query resolution is necessary.
Users need the ability to calculate total queries resolved as a Key Performance Indicator (KPI).
For easy scalability, it was important to integrate the mobile responsive site inside client applications instead of native integration
Principles
Design for Transparency
Present options upfront for easy user engagement.
Design for Customizability
Offer options for brand-aligned customization.
Design for Scale
Enable seamless integration in website/apps across devices.
Highlights
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