Improving customer self service at BigPay
BigPay is a digital money app in Malaysia with a payment card that lets people spend, track, and send money from their phones. As we grew to nearly 1 million customers, support tickets surged, and a great self-service experience went from a nice-to-have to a must. I set out to make it easier for users to help themselves.
Problem
Our ineffective Help Center was driving users directly to chat support, mounting pressure on our support team
SorooshAnsari
App Store review
There is no one to answer your questions. The FAQs are not helpful. Chatting with someone nothing happened as well.
AaronHCY
App Store review
Too long to wait for a response. I was 98 on the queue. Automated message asked me to check FAQs for faster reply but I couldn't find anything.
Our Help Center was falling short. Despite having detailed help articles, our support team was overwhelmed with basic queries, resulting in slow response times and unhappy customers. As we acquired more users, our support team couldn't scale fast enough. Continuously hiring more staff was unsustainable.
I proposed redesigning the Help Center to enhance the customer support experience. By working closely with the Customer Service team, we aimed to make it easier for users to find answers independently, reducing the burden on our support team and boosting customer satisfaction.
Despite having a wealth of information, our Help Center wasn’t meeting users' needs. Many users skipped it entirely, heading straight for chat support, which only added to the workload of our support team.
To understand why users bypassed our Help Center, I surveyed 30 users who had contacted support with questions already answered in our help articles. The survey revealed:
Answers were hard to find and understand.
Help content was missing for certain issues.
It was easier to use chat support than browse the FAQs.
Chat with us
Still need help?
Our support team is here to help you 24/7.
Browse help topics
Getting started
App transactions
My card
My profile
Lost or stolen
What the help centre looked like before
Discovery
How difficult was it to find information?
The survey suggested that users had trouble finding information. To quantify the problem, I conducted a tree test with 30 participants, using tasks based on frequent customer questions. The results were eye-opening.
With an overall success rate of 58% and a directness rate of 38%, it indicated that the grouping of the help articles needed major revision.
Task 1
Find out how to get a refund for your payment
75% success rate
30% directness rate
Although a high success rate, a low directness rate meant that users had to put in a lot of effort to find the right information.
Task 2
What if you have problems adding money?
55% success rate
50% directness rate
First clicks were scattered across four categories, showing overlap and confusion.
Task 3
Find out what are the ATM withdrawal fees abroad
50% success rate
50% directness rate
Users were split between "Cash withdrawals" and "Fees and charges" subcategories.
Task 4
What do you need to do to close your account
50% success rate
20% directness rate
Content was buried under "Change profile details," leading to backtracking and frustration.
Ideation
Exploring how we might empower users to find the answers they need independently, without having to contact support
Closing the knowledge gap
To close the knowledge gap, I worked with the support team to identify missing help articles. We focused on answering "easy" questions first, such as "How to get a financial statement," and added 10 new articles.
Card sorting to improve discoverability
I conducted a remote card sorting with 20 participants to understand how users group information and the language they use. The similarity matrix helped identify potential groupings for defining new help categories. The dark blue clusters on the right indicate a potential grouping which was useful in guiding us in defining the new help categories. After identifying clusters, I collaborated with the support and product teams to finalise the categories for the redesign.
Updating personal information
100
95
85
85
80
80
60
15
15
15
15
0
0
0
0
0
0
0
0
0
15
25
25
20
95
85
85
80
80
60
15
15
15
15
0
0
0
0
0
0
0
0
0
15
25
25
20
90
90
85
85
60
15
15
15
15
0
0
0
0
0
0
0
0
0
15
25
25
20
80
75
75
55
15
15
15
15
0
0
0
0
0
0
0
0
0
15
25
25
20
85
75
55
10
10
10
10
0
0
0
0
0
0
0
0
0
15
20
20
20
75
50
10
10
10
10
0
0
0
0
0
0
0
0
0
20
20
20
30
45
15
15
15
15
0
0
0
0
0
0
0
0
0
15
25
25
20
55
55
55
50
0
0
0
0
0
0
0
0
0
5
15
15
10
100
100
90
0
0
0
0
0
0
0
0
0
5
10
10
5
100
90
0
0
0
0
0
0
0
0
0
5
10
10
5
90
0
0
0
0
0
0
0
0
0
5
10
10
5
10
10
10
10
10
10
10
10
10
5
10
10
5
100
95
95
95
95
90
85
50
5
0
0
0
95
95
95
95
90
85
50
5
0
0
0
100
100
90
85
80
45
5
0
0
0
100
90
85
80
45
5
0
0
0
90
85
80
45
5
0
0
0
95
90
50
5
0
0
0
85
45
5
0
0
0
55
10
10
10
10
55
10
10
10
35
35
40
100
90
90
Cancelling account
Fees and charges
Linking my account
Is my money safe
Referrals
Account limits
Top up limits
Adding money
What card can I use
Top up issues
Payment was declined
Refunds
Incorrect charges
Don't recognise a payment
Double charged
OTP issues
Pending payments
Card not accepted
ATM withdrawal issues
Withdrawal limits
Card arrival time
Expiring card
Card pin
The new revamped categories
To continually improve our content, we explore adding a feedback mechanism. After exploring different options for feedback, we went with the options where users could indicate if an article was helpful with a Yes/No selection and provide additional comments through pre-filled statements. This simple feedback option was easy for users to engage with and provided valuable insights.
Top up
How much money can my account hold?
Top up limit
How to add money
What can I use to add money?
Top up issues
Travelling abroad
Where can I use BigPay?
Using BigPay onboard flights
What is the exchange rate?
Benefits of using BigPay abroad
Bank transfer
Bank transfer times
Transfer fees
Exchange rate for transfers
Cancel a transfer
Transfer refund
Transfer rejection
Manage account
Updating personal information
Cancelling my account
BigPay fees and charges
Linking my account to AirAsia
Is my money safe?
My card
Activate card
Set contactless limit
My card is blocked
Report lost or stolen
Change card PIN
Cash withdrawals
Card delivery time
Points & Rewards
What are BIG Points?
How to earn points?
Where are my points?
Points expiring
Points for transfers
Referrals
Payments
Refunds
I was charged incorrectly
Double charged
Not getting OTP
Why is my payment pending?
BigPay card not accepted
The feedback loop
To close the knowledge gap, I worked with the support team to identify missing help articles. We focused on answering "easy" questions first, such as "How to get a financial statement," and added 10 new articles.
Solution
A refreshed Help Centre
This is what we delivered for our first release.
Popular articles
My top-up failed, what should I do?
I did not receive my OTP
Why is my payment still pending?
I don’t recognise a transaction
Where can I use BigPay?
Browse topics
Payments
Top up
Points and Rewards
Manage account
My card
Bank transfer
Chat with us
Still need help?
Our support team is here to help you 24/7.
Search keywords or terms
How can we help?
return
space
123
m
n
b
v
c
x
z
l
k
j
h
g
f
d
s
a
p
o
i
u
y
t
r
e
w
q
Search and popular articles
When transferring money, clarity is everything. That's why we show all the key information—fees, rates, and arrival times—right from the start. Plus, you can enter amounts in both local and foreign currencies, making it easier to send the exact amount needed.
Payments
Top up
Points and Rewards
Manage account
My card
Bank transfer
Travelling abroad
Search keywords or terms
How can we help?
Browse topics
Categories
Nobody likes filling out long, tedious forms. So, we only ask the bare minimum. We also auto-suggests bank names as you type, speeding up the process. We also help reduce errors by providing clear tips.
Thanks for your feedback. Could you tell us more?
It isn’t what I was looking for
It’s unclear or confusing
This didn’t solve my issue
Other
Submit
Feedback loop
Users can conveniently share proof of payment and estimated transfer times with recipients, ensuring everyone stays informed and reassured throughout the transaction.
Result
Reduced low-priority support tickets by 23%
This greatly lightened the load on our customer support team. The Head of Customer Experience was thrilled with the results and saw it as the start of many successful collaborations. By addressing repetitive, simple queries—like how-tos or clarification requests—we freed up support staff to focus on more complex cases that required personal attention. This empowered users to self-serve, cut down response times, and helped improve the overall support process and user experience.