Case Study
Providing a single entry point for assistance, care and self-care in automobile companion mobile app
My RENAULT APP HELP & SUPPORT SECTION
Company: Renault Group
HQ: Boulogne-Billancourt, France
Revenue: €52.37 billion(2023)
Employees: 170,158 (Q4 2020)
Date: November 2020 - March 2021
Design Team Size: 2
My Role(s): Individual Contributor, UX Strategy, Design, User Research, Content Strategy
Key Metrics & Results:
Reduction in number of calls to call center: 5-10%
Reduction in number of open tickets: 5-10%
Usage of self-care functionalities: 15% of active users
Access to dedicated self-help articles: 15% of active users
As a designer for the companion app MyRenault, I was tasked to completely redesigned the Help and Support parts of the application.
At the time, there was little to no content available within the app.
The greatest challenge of the project was to align the multiple key stakeholders in such a large organization as Renault and getting a commitment on a agreed release plan to ensure all teams involved would have the time to develop both the tech and the content.
Benchmark Analysis
I worked with the content designer to analyze the Help & Support sections of over 50 companies, including both direct competitors and companies from different sectors, to understand which were the best practices and the multiple ways through which to categorize and display the content. We then placed those in a board so we could easily understand which types of content were more prevalent in the research.
The board with the results of the benchmark based on the different types of content found.
Content Strategy
Based on the benchmark analysis, I workshopped with the content designer on defining the multiple content types that might be available for the users.
We defined 4 types based on the ways in which the users might interact with them, not the type of media: question/answers, long-form articles and tutorials, chat-based help, and contextual help and nudges. This helped drive the discussions with the stakeholders around production responsibilities.
User Interviews
Based on the benchmark analysis, I workshopped with the content designer on defining the multiple content types that might be available for the users.
We defined 4 types based on the ways in which the users might interact with them, not the type of media: question/answers, long-form articles and tutorials, chat-based help, and contextual help and nudges. This helped drive the discussions with the stakeholders around production responsibilities.
Interviews were conducted online due to the pandemic, then 8 key insights were extracted, synthesized and presented.
Key Insights
Following those interviews, I extracted a series of 8 key insights that were synthesized and put in a deck for presentation to the stakeholders. Based on those insights and the previous research on content, I devised a workshop with the stakeholders to align around the user needs and final project goals.
Co-creation Workshop
I held a co-creation workshop with 12 key stakeholders across the organization, including people from marketing, assistance, brand, customer service, tech and product.. The theme defined was control, based on the idea of how overwhelmed users were when dealing with car issues, due to the perceived complexity of the subject.
Individual meetings were also held with many of these stakeholders, to assess technical feasibility and availability of content.
Board with the results from the 12-person, 1-hour workshop which I facilitated online. At the end, the participants had clarity on a set of goals and responsibilities.
Information Architecture
Once the goals and content strategy were defined, I worked on the overall information architecture for the Help and Support section. I defined a three-phase release with an increased level of complexity.
For the first phase, the focus was on improving the access to garage information, to customer service, and creating an actual FAQ section with relevant articles.
Information architecture with the full scope for three release phases.
Wireframes
The wireframes were created taking into account the limits of the content structure of the application as it was. The most complex part for this first release was structuring FAQ sections in such way as to provide a framework on which we could add a very large number of articles with ease of access.
Wireframes with the scope of the first release.
Shipping
The final steps for the release were to define the final visual design using the Renault Design System, and supporting the developers while checking for quality. As of my leaving Renault Digital in August 2021, the project was well on its way to reach the initial objectives and the planning was underway to move forward with the second release.
