eBay: Chatbot Button Improvements

CHALLENGES

Business Need: Establish button copy that can be trained using internal machine learning tools and reduces member escalation and transfers.

User Need: Resolve customer service-related issues seamlessly and an understanding of what action is being taken when they click a button.

STRATEGIES & SOLUTIONS

  • Content audit: Inventory existing button copy within 30+ user flowers, identifying inconsistencies in language and intended CTA.

  • UXR: Reviewed existing feedback and data to identify key pain points in customer experience.

  • Developed button-specific content guidelines. Buttons pointing towards information are written as gerunds (ex. Managing my account), while buttons with a strong CTA are written as verbs (ex. Manage my account).

  • Collaborated with conversational designers, product development, and engineering teams to ensure updated button copy was trained correctly.

  • Contributed to the reduction in transfer rates and an overall increase in containment and positive CSAT survey results.

Conversational Help is eBay’s customer service platform, enabling members to find solutions to their issues through natural language, predictions, and personalized content experiences powered by AI.

eBay members navigate the chatbot using buttons or free text spaces. Button copy must be easy to understand and trained using machine learning in order to provide a positive self-service UX.

Sleep Reset: Curriculum Content Re-Design

CHALLENGES

Business Need: A comprehensive 12-week editorial plan and content strategy supplementing the product’s sleep improvement offerings.

User Need: Members needed a deeper understanding of the sleep science strategies and methods introduced in the program and their connection to the member's success.

STRATEGIES & SOLUTIONS

  • Gained subject matter expertise by leveraging Sleep Reset’s research and resources. Lead weekly hour-long info-gathering meetings with contracted behavioral sleep medicine experts during my time on the team.

  • UXR: Reviewed existing feedback and conducted new qualitative and quantitative UXR to ensure data drove content-related decisions.

  • Collaborated with key team members to create a detailed curriculum strategy and content outline with daily content for the 12-week program.

  • Presented outline to internal and external stakeholders for review and feedback.

  • Distilled complex learnings into digestible lesson content for the target audience, which consumes the content through a mobile app platform.

  • Launched the first 30 days of the new curriculum in May 2021.

Sleep Reset is a native mobile sleep improvement app with programming rooted in Cognitive Behavioral Therapy for Insomnia (CBT-I).

The app is built to be a 12-week program and includes personalized coaching, data tracking, and daily lessons on sleep science-related topics. The culmination of the lessons is referred to as the program’s curriculum.

Sleep Reset: In-App Flows

CHALLENGES

Business Need: Revise and improve lesson content and create new lessons to increase perceived product value.

User Need: Learn sleep science topics introduced in their customized sleep program and understand “why” they’re essential to their journey.

STRATEGIES & SOLUTIONS

  • Audited existing lesson content and identified the need for copyediting standardized editorial guidelines and clear POV.

  • Added functionality to enhance member engagement within lessons. Ex) Quizzes, journaling, and reflection-based exercises.

  • Created end-of-lesson summaries for science-heavy lesson content.

  • Worked with Product Designer, Graphic Designer, and Engineering team members to enhance content with animations and graphics.

  • Collaborated with members of the Product and Engineering teams to analyze pre/post-test lesson content and iterate when needed.

Before

After

Mattress Clarity: Boosting Brand Credibility

CHALLENGES

Business Need: Mattress Clarity is a niche mattress and bedding review website that publishes reviews and other content related to a range of products within the bedding industry. 

  • Mattress Clarity relies on affiliate marketing to monetize and needs constant traffic to the site.

  • To continue to build traffic, Mattress Clarity needed to boost the perceived credibility of the brand and build consumer trust.

User Need: Visitors to MattressClarity.com needed a clear understanding of the knowledge base behind the brand’s product reviews and recommendations. 

STRATEGIES & SOLUTIONS

  • Recruited and established Mattress Clarity’s first Sleep Expert Network, comprised of highly regarded and diverse health professionals in sleep medicine.

  • Produced copy to call out “Expert Verification” by network members for reviews and product recommendations.

  • Published Q&A with network members to bolster credibility and inform the target audience.

  • Developed a Sleep News subsite within the Blog, reporting on the latest in sleep science and bed tech industry news, all while emphasizing original reporting.

  • Collaborated with an in-house graphic designer to produce visuals that helped simplify complex topics.