Ubisoft HELP
Ubisoft HELP
Customer Experience Redesign
Customer Experience Redesign
UX Design
UX Design
Strategy
Strategy
HELP Goals
Increasing player satisfaction
by offering timely and effective support solutions.
Streamlining support processes
to ensure faster response times and higher efficiency.
Enhancing the quality and accessibility of support resources
across multiple platforms, including social media.
Reducing the volume of incoming customer support tickets
by improving self-service options and providing better in-game assistance.
Utilizing data and player feedback
to continuously refine and improve the support experience.
Leveraging technology and automation
to reduce manual effort and improve support scalability.
Strategic Framework
How might we provide help, in a timely manner and at the right moments, to keep players engaged and supported through their game play?
Role
As Lead UX for HELP, my role involved validating the initial strategy, integrating feedback and priorities from the large group of stakeholders, including gameplay guide teams (Gameplan), technical support teams, and external UX consultants such as Method and UX Republic. As UX lead I was in charge of evaluating and integrating inputs from these teams into the final product.
Year
2023
One Place for Player Support
One Place for Player Support
In gaming, 11 minutes is the threshold. That's how long players look for help before giving up. Timely support is essential to keep players engaged and prevent frustration. This insight drives Ubisoft HELP, ensuring players get the assistance they need to keep the joy of gaming alive.
In gaming, 11 minutes is the threshold. That's how long players look for help before giving up. Timely support is essential to keep players engaged and prevent frustration. This insight drives Ubisoft HELP, ensuring players get the assistance they need to keep the joy of gaming alive.
HELP Goals
Increasing player satisfaction by offering timely and effective support solutions.
Streamlining support processes to ensure faster response times and higher efficiency.
Enhancing the quality and accessibility of support resources across multiple platforms, including social media.
Reducing the volume of incoming customer support tickets by improving self-service options and providing better in-game assistance.
Utilizing data and player feedback to continuously refine and improve the support experience.
Leveraging technology and automation to reduce manual effort and improve support scalability.
Strategic Framework
How might we provide help, in a timely manner and at the right moments, to keep players engaged and supported through their game play?
Role
As Lead UX for HELP, my role involved validating the initial strategy, integrating feedback and priorities from the large group of stakeholders, including gameplay guide teams (Gameplan), technical support teams, and external UX consultants such as Method and UX Republic. As UX lead I was in charge of evaluating and integrating inputs from these teams into the final product. [I either designed or directly reviewed and approved all the content displayed.]
HELP Goals
Increasing player satisfaction by offering timely and effective support solutions.
Streamlining support processes to ensure faster response times and higher efficiency.
Enhancing the quality and accessibility of support resources across multiple platforms, including social media.
Reducing the volume of incoming customer support tickets by improving self-service options and providing better in-game assistance.
Utilizing data and player feedback to continuously refine and improve the support experience.
Leveraging technology and automation to reduce manual effort and improve support scalability.
Increasing player satisfaction by offering timely and effective support solutions.
Streamlining support processes to ensure faster response times and higher efficiency.
Enhancing the quality and accessibility of support resources across multiple platforms, including social media.
Reducing the volume of incoming customer support tickets by improving self-service options and providing better in-game assistance.
Utilizing data and player feedback to continuously refine and improve the support experience.
Leveraging technology and automation to reduce manual effort and improve support scalability.
Strategic Framework
How might we provide help, in a timely manner and at the right moments, to keep players engaged and supported through their game play?
Role
As Lead UX for HELP, my role involved validating the initial strategy, integrating feedback and priorities from the large group of stakeholders, including gameplay guide teams (Gameplan), technical support teams, and external UX consultants such as Method and UX Republic. As UX lead I was in charge of evaluating and integrating inputs from these teams into the final product.
Research and Strategy
Approach
The Ubisoft Customer Experience team led by Scott Dixon did extensive research on the problem set around customer support. They landed on the 11 minute window as a key insight to rally around during this process. Data was gathered from internal gameplay, support site interaction, gameplan content interaction and external competitive audits. This project had a formitable budget, so we were able to call in some outside support for innovation guidance. I sleected Method Design as our collaborators.
Key Findings
Ubisoft players needed an improved experience for getting un-stuck with games and un-stuck with technical issues through a consistent omnichannel experience.
HELP Omnichannel Experience Map
Knowledge Center & Gameplan Site Map
After extensive discussions with the Gameplan, Support and GDEX teams, we created a proposed sitemap for help content at the Knowledge Center and Gameplan sites. The key element here is the integration of Gameplan style "Tips and Tricks" content with our technical support content. This highly leveraged our updated search model where I was lead UX, and able to provide key information about our search interaction model.
Rapid Prototyping
User Flows
Once we had out sitemap and core user flows in place, and had identified a key set of interaction ideas, we began rapid prototyping of our new experience for continued review with our stakeholders. We continued to follow the Prevent, Assist, Escalate model in our designs.
Mockups
We designed core flows for our ideas, about 6 different key use cases. Here is an example of our keyframed for Locked out. These Mockups leveraged the Ubisoft Mothership design system for which I was also responsible.
Brainstorming Framework
This framework was used by the core team to brainstorm opportunities for each support area.
Prevent if Possible
Constantly monitor Ubisoft's experiences and ask for feedback. This will allow players needs to be met preemptively or without their knowledge.
Assist Immedieatly
Develop and embed digestible knowledge. This will allow players to feel supported without leaving their immediate experience.
Escalate if needed
Regardless, always maintain an accessible route to a human. This can be a UbiHelp agent or a community member, whomever is better suited. This will allow players to explain the full context of their need.
Knowledge Center & Gameplan Site Map
After extensive discussions with the Gameplan, Support and GDEX teams, we created a proposed sitemap for help content at the Knowledge Center and Gameplan sites. The key element here is the integration of Gameplan style "Tips and Tricks" content with our technical support content. This highly leveraged our updated search model where I was lead UX, and able to provide key information about our search interaction model.
Rapid Prototyping
User Flows
Once we had out sitemap and core user flows in place, and had identified a key set of interaction ideas, we began rapid prototyping of our new experience for continued review with our stakeholders. We continued to follow the Prevent, Assist, Escalate model in our designs.
Knowledge Center & Gameplan Site Map
After extensive discussions with the Gameplan, Support and GDEX teams, we created a proposed sitemap for help content at the Knowledge Center and Gameplan sites. The key element here is the integration of Gameplan style "Tips and Tricks" content with our technical support content. This highly leveraged our updated search model where I was lead UX, and able to provide key information about our search interaction model.
Mockups
We designed core flows for our ideas, about 6 different key use cases. Here is an example of our keyframed for Locked out. These Mockups leveraged the Ubisoft Mothership design system for which I was also responsible.
Brainstorming Framework
This framework was used by the core team to brainstorm opportunities for each support area.
Prevent if Possible
Constantly monitor Ubisoft's experiences and ask for feedback. This will allow players needs to be met preemptively or without their knowledge.
Assist Immedieatly
Develop and embed digestible knowledge. This will allow players to feel supported without leaving their immediate experience.
Escalate if needed
Regardless, always maintain an accessible route to a human. This can be a UbiHelp agent or a community member, whomever is better suited. This will allow players to explain the full context of their need.
Process
Once we had an experience map to reference. We catalogued all of the major components in use, and replicated them within our design tools. We had an initial set of components from the Gamesite Model, we added components mainly from Ubisoft.com and other web properties such as Ubisoft News.
Key Components
An exhaustive set of componenets in both wireframe and Ubisoft brand styles living in design files in Adobe XD and Figma. After the set of components was completed, we began work on the container site - an internal reference tool that would contain brand guidelines, as well as individual pages for each component with extended guidelines on usage.
Ubisoft.com/HELP
This is an early mockup I designed of the HELP main homepage with integrations of core ticket items.
Gameplan In-Game Integration
An additional piece of the HELP project that was interesting was the addition of gameplan content into games. I helped design the integration into game menus for stuck players.
Ubisoft.com/HELP FINAL DESIGN
The final design leverages content from Ubisoft Gameplan and technical support with personalized gameplay tips and tricks for players that are logged in.
Gameplan In-Game Integration
An additional piece of the HELP project that was interesting was the addition of gameplan content into games. I helped design the integration into game menus for stuck players.
Final Design
Ubisoft.com/HELP
The final design leverages content from Ubisoft Gameplan and technical support with personalized gameplay tips and tricks for players that are logged in.
Impact
Results
The integration of Gameplan content into Ubisoft HELP retained players to game 30% higher in hours played than players who did not use the service. This was a massive win for player experience, keeping the joy of gaming alive.
Impact
Results
The integration of Gameplan content into Ubisoft HELP retained customers to game 30% higher in hours played than players who did not use the service. This was a massive win for player experience, keeping the joy of gaming alive.
