A Central de Ajuda OLX é uma plataforma online onde os usuários podem encontrar informações e recursos para resolver problemas, aprender a usar produtos ou serviços, e solicitarem assistência técnica. É uma parte essencial do atendimento ao cliente e pode incluir uma variedade de opções de suporte.
INDUSTRY
Technology
ROLE
Product Design Intern
Context
OLX's Help Center needed to be rethought. Users faced low autonomy in using self-service resources and had difficulty finding basic information, which generated customer dissatisfaction, a high volume of requests that overloaded support, and consequently, higher operational costs for the company. I joined the project to redesign this experience, focusing on self-service, clarity in communications, and accessibility across different devices.
Problems
During the discovery, we mapped the main pain points:
The majority of users could not resolve simple questions on their own.
There was a high number of duplicate tickets, from users seeking updates that were not visible.
The mobile version broke important workflows, which increased frustration.
Approach
I led the discovery focused on understanding what generated unnecessary tickets.
I conducted heuristic analyses and collected data with the support team.
I compared self-service solutions from other platforms (benchmarking).
I proposed and prototyped clearer and more adaptable layouts, prioritizing the direct resolution of questions.
Applied Solutions
Ad Rejection Inquiry
Users had recurring questions about rejected ads. We created a specific page with reasons for rejection and links to the policies.
Result: 33% increase of approximately in the number of tickets handled correctly.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that displays the status of the service, with clearer communication and guidance for the user to wait for a response, preventing the opening of new tickets for the same issue.
Result: 49% reduction in duplicate tickets between August and November, reaching the lowest number of the year 2023.
Fraud Lock
The account lock generated a lot of frustration and tickets. We created more direct communication, explaining the reason and connecting with the company's policies.
Result: 27% reduction in tickets between August and November, reaching the lowest number of the year 2023.
Incident Communication
We have implemented a status page with updates on operational incidents. Now, when something abnormal happens, the user can check what is going on and understand if the problem is already being resolved.
Result: 66% fewer tickets regarding incidents (mar/23 vs mar/24).
Concrete Results
Significant reduction in calls across four different fronts.
Less friction, more clarity, less rework for the support team.
Users began to resolve more on their own, without depending on support.
Savings of: R$ 100 thousand/year for the support operation, just with UX and communication adjustments.
Learnings
It's not always about big changes; sometimes it's just about doing the basics well and making information accessible at the right moment. The impact of microinteractions was much greater than we expected.
Smooth Scroll
This will hide itself!
This will hide itself!
Smooth Scroll
This will hide itself!
This will hide itself!