Binance
AI Customer Support Chat, 2023
Challenge & Solution
Binance Support Chat is a customer service feature designed to assist users with various issues related to their accounts, transactions, security, trading, technical problems, and general inquiries. It aims to enhance the experience of over 100 million users by offering prompt and effective solutions, ensuring smooth navigation and quick resolution of any problems encountered on the platform. However, due to the rapid and diverse growth of Binance's business, the previous chat service has struggled to efficiently handle user issues.
My Role
Product Designer: I was responsible for collaborating with diverse team members to design the end-to-end user interface for multiple digital scenario cards to guide users in solving their issues. Additionally, working in a fast-paced environment, I led both exploratory and evaluative research plans for user behavioral data analysis and conducted in-depth competitor analysis to gain insights and evaluate design outcomes.
Team
1 Design Lead, 1 Product Manager, 1 Project Manager, 3 Software, Engineers, 1 Data Analyst, 1 QA
Timeline & Status
4 months
Launched in August 2023
Context
Binance, with the largest daily volume of cryptocurrency trading worldwide, requires a wide range of scenario cards to manage customer issues on the platform. The primary function of these cards in Binance Chat is to ensure compliance and security. For example, the KYC card indicates the need for identity verification, the POA card requires address confirmation through documents, and the Pending card shows that an action or verification step is still incomplete.
However, due to Binance's rapid business growth, several severe design issues with the scenario cards have been identified by the product and customer support teams. Besides upgrading the entire landing page layout and visuals, we have decided to address the core issues of the scenario cards as an independent project over several months.
The status and color meanings on the card timeline are not fully aligned.
The card height is inconsistent due to text overflow in some languages (e.g., Russian).
The meaning of the text above the timeline is inconsistent (e.g., Pending Case vs. KYC).
Users are often confused about how to operate the current cards.
For Binance Chat, the key business metric is First Call Resolution (FCR), which measures a call center's performance in resolving customer interactions on the first call or contact, eliminating the need for follow-up contacts. However, based on backend data, we have noticed that the FCR rate in 2023 does not meet the expected level. In other words, Binance needs to allocate more budget to hire additional customer support to handle real-time requests from customers, rather than relying heavily on the chatbot and other services such as scenario cards and FAQs to address the numerous customer inquiries.
Design Goal
Higher FCR (First Call Resolution) Rate
As mentioned, the main business metrics that all other stakeholders in product team will care is the FCR rate. Thus, we have to Include design features that support tracking and improving this key metrics. This could involve analytics capabilities within the cards to monitor how effectively and quickly issues are resolved through Chat interactions.
Stronger Visual Consistency
Ensure that all scenario cards (e.g., KYC, POA, Pending) follow a uniform design template, including consistent use of colors, fonts, and layout.
Clearer Instruction
Each card should clearly instruct users on the necessary actions. Instructions should be simple, direct, and tailored to fit on the card without overcrowding.
Better Information Hierarchy
Arrange information on the cards and the overall landing page layout logically, ensuring that the most critical information (e.g., action required, deadlines) is most prominent.
Process
Conducted In-depth competitor analysis to iterate the future product roadmap
To track recent trends and changes in competitor chats and help the Binance Chat team maintain a market-leading position, I selected ten competitors among the top cryptocurrency exchange platforms. In addition to noting that many competitors have adopted visual and layout designs from various past versions of Binance, I also compiled a comprehensive report with insights to serve as a reference for optimizing Binance Chat at different stages.
Analyzed user behavioral data to assess the performance of all scenario cards across different business units
I initially worked closely with the data analyst to investigate the performance of different scenario cards on the FCR rate across various seasons. Leveraging my quantitative data analysis skills and statistical knowledge, I gained several insights to support the team's decision-making and keep the project moving forward. The topics included:
Identifying the most potentially impactful scenario cards to enhance the FCR rate, guiding which types of cards to use for A/B testing.
Analyzing the distribution of different scenario card display frequencies to inform design decisions for various scenario card layouts.
Determining which types of scenario cards have the lowest and highest completion rates by users, highlighting which card workflows need to be iterated first.
Developed multiple design proposals and conducted A/B testing
Since the number of users for this product is in the millions, I intensively discussed and developed multiple solutions with the team to test the effectiveness of different design proposals in improving the FCR rate. Below are some example images.
Delivery
More simplified, informative, and instructional.
After multiple proposals, testing, and redesigns, and after working closely with engineers, we eventually launched the product! Please click here to see the production version if you are interested.
Takeaway
While joining this project at Binance, I was still a newbie and a contractor, but I knew I needed to gain the trust of various stakeholders. Not only in this project, but I also actively delivered the designs before the deadline and initiated conversations with them one by one. I discussed their doubts, provided reassurances, and shared my perspective on the product's direction.
I attempted to understand their OKRs by reviewing their goal-setting forms within Binance's internal all-access system and asked how I could assist them. Additionally, I observed that at Binance, seeing successful strategies employed by competitors can inspire stakeholders and validate certain product decisions, thus reducing their feelings of uncertainty. Eventually, they all supported this project, hehe.
Testimonial
Diana
Designer Manager @ Binance
I appreciated Jeter's data-driven mindset and quick learning abilities. He was eager to learn about the metrics of our product and was more motivated than a typical designer in the data analysis field.
Jeter's thorough and detail-oriented approach was instrumental in optimizing our dashboard and making it more understandable. He was always prompt in his feedback and ensured that our collaboration was efficient and effective.