The HP business support team is in charge of maintaining the content of the local FAQs for the EMEA region. There was a concern about a misalignment with the information in this pages and what the user was looking for.
I entered the project as the UX and UI designer. My first time involved in changing the FAQ structure.
- No feedback is being collected in the FAQ pages.
- Some content was outdated and needed a review
- No visuals are supporting the instructions related to orders and account information. The business consideres it necessary.
- The business support team takes one country among EMEA as a test case to review the content and structure of the FAQ pages.
- I am asked to review ifthis changes make sense from an UX stand point and I provide my feedback. I list many questions about the nature of the feedback tool.
- Business and myself review this proposals together and apply some changes.
- Designs are delivered.
- Development implements the changes (in progress).
The business had a very straightforward idea about gathering feedback for the quality of the articles, just using a yes/no question and then displaying a thank you message.
I realized that there was a big lack of information on the way we could gather valuable data. To solve that I explain that a direct binary question would need to include other elements in order to be more that just a number, (quantitive vs quality data) that could even not be a faithful representation of what users really thought.
I researched many websites’ FAQ pages and consulted different sources.
I gathered several questions to get a clearer picture of what could work for them like if they were intersted on displaying the amount of people that answered that question in that particular article, but they considered that might influence the audience, so it was discarded.
Another topic I was concerned about was related to returning visitors, if we wanted to use a cookie to store the rating of an article on the user’s browser, to avoid fake positives. Or to even give the possibility to edit their opinion after some updates on the article.
Finally, I found a middle ground approach to be more straightforward and still get some qualitative info from quantitative data.
To the question “Did you find this information useful”, the user could pick “Yes” or “No”. If the answer was “No”, a dropdown would appear with several reasons that covered the two main causes plus an extra: ‘Other’. If user selected this one, then an Input box would open to user could send more feedback about it.
For the problem of the visuals, we understood the reason behind it. It makes so much sense to the eye of the user to get a screenshot highlighting the content. However, the number of screenshots was around 6 or more and they needed to be localized for every other country (8×6=48 screens minimum).
For a big online business, the priority doesn’t tend to be on a good maintenance of the FAQs page, but on higher impact areas of the site. Thus, in order to avoid inconsistencies through time regarding content and design between the screenshots and the website, we discarded the visuals. Instead, we put the focus on the typography.
Online businesses want and need to move fast (and faster). In this case, the request to include a “simple yes/no question” initially seemed a fairly simple.
Regarding the visuals to guide user through more complicated actions, I believed it was a good idea, but in this case the agility and capacity of the business to maintain the content was prioritized.
CLIENT: HP Store EMEA
TOOLS: UX, UI, Research, Axure