GEICO VOICE ASSISTANT
I designed the UX flow and animation for the new IBM DiVA (Watson) mobile voice interaction to be implemented on the GEICO mobile app to enhance the user experience and replace the Help Center on the App.
Finding out the Problem
I partnered with one UX researcher, one project manager and one analyst. We found out that majority of users downloaded the GEICO app but more than 90% of users clicked the back button or closed the app on the last step of the new signup process. GEICO has a help center page on the App but the usage number is very low because of the inaccurate answers and unorganized flow.
There are many limitations to the “Help Section/Topics” on each page and every user has a different need. It is also difficult to determine which help topic to choose and current help topics are not organized or helpful.
GEICO Help Center Flow
High Level Goal
Reduce the customer service calling rate and increase the signup rate by helping consumers make smart decisions and solve inquiries by replacing the Help center with the new IBM Voice assistant feature.
We found out that GEICO is planning to buy the IBM Watson license, but was unsure of what Watson was capable of and what level of Watson’s feature GEICO was purchasing. Since there was a short timeline and limited resources we had to jump into the design phase first without the technical specs.
The research made me wonder why users want to talk to a real person even though we provided all the possible answers and gave them a discount while on the App. What makes taking to real a person so special? I wanted to run some further research with real customers but due to limited resource and timeline my UX researcher and I came up with the possible factors from phone customer service.
The Challenge & Obstacle
Since GEICO had no previous data/analytics to start with, it was very difficult to set goals and prioritize items with the “Voice Assistant” features. We did competitive research (how other companies handled the voice assistance feature) and narrowed down the positive/negative items.
Google voice search, Amazon Voice help, Siri and others..
Before I jump to Design
I thought about all the possible questions and re-defined the goal so we can meet the business goal and prioritize the features for MVP items and post MVP items.
After planning & defining scope we set the new goal for this iteration
1. Find questions & answers faster than the “Help” section and give the smart solution to users (Type search + Voice search)
2. Replace the Help center with Voice Assistant
3. All of the Help Center icon will be replaced with the new Voice Assistant
- Requirement changed to only Voice search without the type search
- After 3 attempts failing to discover an answer, the user can start to use type search as well
Screen Annotations / Flows - Collaboration with Glennette Clark
Obstacle II - Scope changed again
What should be the name?
We also thought about what to name the new feature and set up a survey with possible names for the virtual assistant. It got narrowed down to 2 potential names. (Diva, Kate)
Overlay VS Full screen
- What is the benefit of having overlay screen VS full screen?
- What could be the best transition from screen to screen?
Since we wanted to give users the best native iOS experience and flow best practices, we decided to go with a darker background with a slight transparent background overlay. We didn’t want to surprise users with a new screen and have them feel they were exiting the current page when receiving help from voice assistance. The goal was to introduce the smoothest onboarding experience as possible.
Speak icon & Position
Most users who want to use the voice feature want to avoid typing for easy use. I purposely designed the all the action items near the thumb zone so users can have easy access to the buttons.
Close & Question Icon
We went back and forth regarding the position of the Close icon and Question icon. (After the user clicks the “?”, a description of how to use voice assistant will show up).
My argument was “Users are intelligent, don’t assume that they don’t know what this feature is since we have the onboarding screen in the beginning. Having an unnecessary extra element will disturb the user experience”