RBC → Help Centre
The new RBC help centre page that includes a chat feature supporting roughly 8 million digitally active RBC customers by allowing them to self serve and connect with a banking associate.
Dates
December 2022 - March 2023
Role
Design Lead
Team
Lara Samancioglu, Kellie Meilleur
Problem Statement
Today, the Customer service page is not easy to access and does not fulfil the needs of RBC clients. HMW support our clients and enable them to self-serve to complete/answer their banking needs, without having to visit a branch, or call the Advice Centre?
Deliverable
The new customer service page will allow users the capability to self serve.
Research
Goals
(1) Map the current navigation and support experience on OLB to inform future work
(2) Understand mental models around chat and search features to create empathy and inform current work
Methodology
User interviews
20 Participants were recruited through the UserTesting Panel for unmoderated interviews.
Criteria - age between 30-50 (based on live data from the Advice Centre), primary online banking channel is web, active on the website.
Based on conversations we learned about the wide range of products this clientele has with RBC.
Findings
Search
Positive
Can help with FAQs/Generic questions (e.g. see balance, reset password, simple how-to questions)
For some people, this option is faster than using an automated chatbot
Negative
Irrelevant results
Long lists of deep links that require customers to manually look through every one of them
Not good for “specific” and “complex” questions
Chat
Positive
Can help with FAQs/Generic questions (e.g. see balance, reset password, simple how-to questions)
For some people, this option is faster than using the search bar
Chatbot can “handle” things for you and point you in the right direction if you don’t know what you’re looking for (reframe questions)
Good option for customers who want things in writing
Better option than the phone for customers with social anxiety / language barrier / hearing issues
Perceived as more secure than calling while on-the go (no need to say PIN out loud in public)
Negative
For some customers, chatbots slow down the process
Not good for specific and “complex” questions
Some customers feel better understood over the phone
general
Entry point: Bottom right (1st option), Customer Service Page (2nd choice), near the search bar - based on experience on other websites
The expectation is to be redirected to a live agent immediately if the chatbot can’t handle one’s questions (e.g. specific/complex questions)
People like live chats because they are annoyed with our wait times on the phone
Customer Service vs Contact Us - Confusion about the page’s name
Hypothesis
If we redesign the customer service page then we need to build a seamless and accessible experience for our clients and provide online support because clients cannot find what they are looking for.
Process work