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Simulators, improving scaled support

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Simulators, improving scaled support

Google
2023

Simulators, improving scaled support

Client: Google

Project date: 2023
Industry: Technology
Services provided: Content strategy and curation, project management, content production, art direction, project management, vendor management, Education

Project overview
Implemented a strategic initiative to enhance user experience through the development of interactive and visual simulator content. This aligns with my broader vision of providing a visually-focused, scaled support experience. By simulating real-world scenarios, users can actively test, explore, and make informed decisions.

Project objectives

  • Develop High-Quality Simulations: Create engaging and effective simulations that cater to diverse user needs, addressing top user issues (TUIs) and aiding in onboarding.
  • Prioritize User Experience: Incorporate user preferences for visual content by offering walkthroughs, guides, and intros within the simulations, ensuring ease of use and maximizing engagement.
  • Scale Support: Utilize simulations to provide scalable support solutions, reducing reliance on text-based resources and empowering users to self-serve.
  • Align with Strategic Vision: Contribute to the overall strategic education vision by establishing simulations as a core component of an evolving visual-forward support experience.

By leveraging the power of simulations, we aim to create a more interactive, engaging, and effective learning environment for our users, ultimately enhancing their overall experience and driving success.

Challenge

UX research has revealed a significant challenge in our advertising platform: users with limited product experience and advertising knowledge lack the confidence and skills to effectively manage and optimize their campaigns. This leads to a reliance on trial and error, which is not only costly and inefficient but also creates a negative user experience. Additionally, users express a preference for self-service troubleshooting, highlighting the need for accessible and empowering educational resources.

This situation presents a clear opportunity to improve user confidence and skill levels, ultimately driving improved campaign performance and user satisfaction.

Task

Given the developing user preference for visual content and the effectiveness of simulations in onboarding and addressing top user issues, the task is to develop and embed interactive simulations directly into scaled support surfaces, specifically help center articles and community posts. These simulations should be designed to enhance learning offerings, increase product adoption, and complement existing support content.

Additionally, the task involves incorporating guides and intros within the simulations to ensure users can effectively navigate and utilize them.

Action

The following actions demonstrated a proactive and strategic approach to enhancing user experience, increasing product adoption, and scaling support capabilities through the development and implementation of interactive simulations.

  • Developed two fully functional simulators that are ready for integration into scaled support surfaces.
  • Established robust vetting processes to ensure the quality and effectiveness of future simulations.
  • Created production models that streamline the development and deployment of new simulations.
  • Set up the necessary infrastructure to build additional multi-channel simulators, providing scalability for future expansion.
  • Secured budget allocation for the creation of more simulators, enabling further development based on user needs and strategic priorities.
  • Prepared for expansion with plans in place, pending managerial approval, to extend the reach and impact of the simulator program

Results

Post project analysis suggests that simulations are driving positive outcomes:

• Potentially empowering self-resolution and freeing up agents to handle more complex issues

• Generating high user engagement, exceeding video benchmarks

• Effectively addressing user issues within the community, leading to lower escalation rates

Overall, the results proved promising and supported the continued development and expansion of the simulator program.

Fast follow updates

Hypothesis: Sim 1 received low traffic in Q3 due to:

  1. Its placement far below the fold
  2. Lack of explicit explanation for what the Sim is, and its purpose

Update #1

  1. Place simulators above text instructions
  2. Add descriptor and clear call-to-action to promote engagement

Update #2

Place simulator at the top of the article, directly under the branding snippet

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