King’s Help Center Guided Help Experiment

Context

Part of the perks of working at King is the freedom to experiment and innovate.

As part of the Player Support Tech one of our products was the Help Centre inside every King game with lots of topics and information.

In one of those experimentation periods I came up with the idea to offer our content in a different way.


The problem

iphone with preview of the current Help Centre inside a King game
  • The navigation on the Help Centre is very heavy to read with lots of links, resulting in too much cognitive load
  • Most of our players try to solve the problem autonomously first
  • Many of those who contacted us did it after not being able to find the information they were looking for
  • When testing the King Community prototypes with players, they mentioned a lot that would love to see more game characters interacting with the brand outside the game


Proposal

The flow

The player would click on a subject from the main menu and we would ask a maximum number of 3 specific questions in order to display the best possible solution.

Once there, there’s 2 options:

  • Player would either finish the flow by saying that we solved her problem
  • Or she would tell us we didn’t.

In the latter, we could display another solution (if it applies) and if the answer is still unsatisfactory we would take the player to the contact form.


Demo

The UX magic behind it

  • Enhance the feeling of progress towards help by narrowing the scope and options at each step
  • Guide using specific situations from the players perspective related to their frustrations using a conversational design approach. Example: «iTunes gives me an error»
  • Gather quick feedback about article effectiveness with 2 big buttons: «this worked» and «this didn’t solve my issue»
  • Remove the visibility of a contact form to the last step of the journey avoiding contact overload
  • Include game characters to reduce the churn and friction when passing from game environment to the Help Center

This one was one of many experiments that we run to make our games the best in the market.

If you keep your eyes open, maybe you’ll see it 😉