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CASE STUDY

Rethinking online support for HP

January 30, 2019

Challenge

How do we modernize a web experience that lives within an outdated content management system? How do we improve usability, while retaining the rigid structure dictated by HP’s web standards? How do we make online support friendly and easy-to-use—and do it all within phased enhancements?

Solution

We began with basic research, initial recommendations, and a quick refresh of the existing experience that adhered to HP’s strict brand and web standards. Then, with the support of data gathered from in-depth global user testing and usability studies, we made sweeping recommendations to bypass the restrictive HP web standards to create a more usable support site that followed more modern, industry-leading best practices. Because of the importance of customer care to HP’s core business, HP agreed to suspend
the normal restrictions in favor of a better customer experience, with a strong emphasis on a self-assist strategy. We designed and developed the new support experience with an enhanced view into site metrics, which allows us to continuously measure results and make adjustments to the site as necessary. We handled the design in a phased approach, allowing for focus on key issues and optimal solutions for each section.

Results

Users are now able to navigate HP’s online self-help sections with ease, identify ways of troubleshooting their technical problems without getting lost or frustrated, and download product support assets like drivers, manuals, or specs without confusion.


In addition, HP received:


. Positive customer feedback about improved look and feel and iconography
. Reduction in performance time for key tasks
. Increased organic search engine traffic
. Reduction in assisted support calls and emails
. Higher engagement of online support tools and features.
The improved site earned vastly improved CSAT scores
(a measurement of a customer’s ability to get the help they need).
North America scores
. 8% Increase in unassisted customer satisfaction (CSAT) in 10
months post-launch of first release of redesigned experience
. 5% Decrease in unassisted customer dissatisfaction (DSAT) in 10
months post-launch of first release of redesigned experience
International scores
. LAR: 15% increase in CSAT, 7% decrease in DSAT
. EMEA: 7% increase CSAT, 4% decrease in DSAT
. APJ: 10% increase CSAT, 8% decrease in DSAT

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