Schroders GO
Role: UX Designer
Client: Schroders Singapore
Challenge
To enhance the chatbot experience for sales managers seeking timely information while on the move
As the sole designer tasked with enhancing the chatbot experience, I lead the UX strategy by providing comprehensive recommendations to refine the bot's features and flows. This includes conducting in-depth research to define the bot's tone of voice, crafting user journeys, and executing user testing in a lean, collaborative, and agile environment.
My role
Schroders GO
Schroders GO is a client facing chatbot that helps intermediary sales managers and their clients retrieve all mutual funds recognised for sale in Singapore, on the go. Built on Facebook Messenger, it allows anyone with the app to discover and activate the bot should they have access.
Users are able to enter queries e.g. "Show me the all the funds in USD managed by <name of fund manager>", and it will retrieve the necessary results.
Schroders' sales managers can also utilise the chatbot to engage with their clients before or even during training sessions.
Pre-training session flow
Impact
I was brought in as an experience designer to enhance the chatbot's user experience together with the Schroders' in-house team and local development team, Pand.AI.
Throughout my time there, my contributions include:
• Enhanced the First-time user onboarding experience
• Improved the information architecture of the main menu
• Launched a feedback flow to capture both qualitative and quantitative feedback, crucial in ensuring that new features are backed by data
• Developed and crafted the tone of voice through user research
• Conduct user testings to ensure the designs are expected
• Re-designed fund cards
• Create all the visual and copywriting content and materials
• Together with a researcher, conducted research with workshops, interviews to develop a future-state experience map for SchrodersGO.
👇🏻 Projects 👇🏻
#01.
First-time User Onboarding
Problem
Long welcome message
Users are unaware of full capabilities and features
Negative sentiments, less efficient in sourcing information as compared to other platforms
General sentiments that the chatbot does not understand requests within core functionality
Onboarding tour does not display bot’s full capabilities
"Too many steps"
“Apple stock is faster, I set up the info I want (SGD-USD FX rates, specific stock/fund prices, indices) and I see it all as soon as I open the app”
"I have to select fund card, and then choose fund class and then choose sector…”
Onboarding flow - Before
Test objectives:
To dertermine what to change, I conducted a series of test sessions to identify usability problems within copy and flow.
Upon discussions with the business team, identified onboarding objectives that were not fulfilled.
Methodology:
Interactive prototype created on Chatfuel
4 - 5 participants (Bankers & IFAs), with little or no prior knowledge of Schroders GO but possess good knowledge of investment and fund products
20 - 30 mins of 1 on 1 sessions, loosely structured around key research objectives
Onboarding flow - After
Onboarding objectives:
Communicate unique value of SGO
Introduce and educate users on key features and functionalities
Introduce and educate users on key commands and bot speak to effectively use the bot
#02.
Enhancing the information architecture of Main Menu
Problem
For most chatbots, the main menu is equivalent to a homepage of a website, where users first land on or return to when they are lost. Hence it is important for a chatbot's main menu highlights the bot's key functionalities and provide critical information for effective usage of the bot. The issues identified are as follow:
Does not teach users how to ask questions
Does not show full fund search capabilities
Copywriting is vague and does not inspire confidence, “Chat with me to find out more…”
Key features e.g. Watchlist cannot be easily discovered
Before
After
#03.
Feedback User Flow
I proposed for and designed a new feedback flow to collect both qualitative and quantitative insights on users’ satisfaction, areas for improvement and prioritisation of future enhancements.
The feedback collected was invaluable and helped the team for feature prioritisation.
#04.
Re-freshed fund cards
Upon speaking to Schroders' sales managers, we found that many were using the fund cards' visual representation as presentation and training materials when during their training sessions with their clients.
The team decided to improve the current fund cards, for clearer presentation of the information and convey a sense of confidence and professionalism.
After
Before
#05.
Future state mapping
Together with a lead researcher, I supported research activities such as user interviews, brainstorming sessions to develop a Schroders GO future state experience map.
