IG Experience
Following significant market events that triggered a surge in customer support queries, IG embarked on a comprehensive revamp of the customer experience. The primary objective was to empower clients to self-serve for common issues while introducing efficient new channels for those requiring further assistance from our Trading Services Helpdesk. This ongoing project involved continuous cross-departmental collaboration, engaging team members at all levels of seniority to ensure a cohesive and effective solution.
First Steps
When I joined the team, the help functionality within the trading platform was rudimentary, consisting of just three links and a phone number. This setup led to considerable frustration, long phone wait times, and, worst of all, system outages. Alongside the project’s tech lead and product manager, we began brainstorming ways to elevate the help system to modern standards and enhance the user experience.
One major constraint was that the help center platform had already been chosen. Typically, I would create wireframes at this stage, bringing them to discussions to explore how our vision could be implemented across different trading platforms. Concurrently, I collaborated with our UX Researcher to conduct various types of research, gathering client feedback on the current system and our proposed ideas.
I then compiled the research findings and presented them to the team, along with suggestions for the wireframes. The solution had to be highly adaptable, accommodating the diverse regulations and languages of all our regions. This comprehensive approach ensured that our revamped help system would not only meet but exceed user expectations, providing a smoother, more efficient experience.
Process
Our research revealed that users were quite willing to troubleshoot their issues before reaching out to an agent. Consequently, we collaborated with Trading Services and Marketing to update all our support articles. With this in mind, I opted for a highly modular design that prioritizes search functionality at the forefront of the user experience.
Additionally, we implemented a section for ‘pinned articles,’ customizable to meet the specific needs of different regions. The long-term vision is for these articles to be dynamic, changing based on what the user is viewing at any given moment on the platform. We also introduced two other valuable sections: ‘quick links,’ providing easy access to contact information and learning resources, and a system status component, allowing clients to check for any system outages in real-time.
Throughout the development phase, the team and I maintained close communication with our regional offices to prepare specific launch plans and translations, ensuring that the Support Hub would be beneficial for all users. This strategic approach not only improved the self-service experience but also enhanced the overall efficiency and satisfaction of our client support system.
Outcome
During the initial A/B test targeting a portion of our UK-based clients, we discovered that the new Support Hub significantly reduced calls to our trading services agents by a sizeable amount. Encouraged by these results, we conducted similar A/B tests on our mobile platforms before fully rolling out the Support Hub to all UK clients with both Live and Demo accounts.
The modular design of the Support Hub allowed us to quickly test and launch it in Germany, with plans to expand to more regions. The success was evident not only in the metrics but also in the widespread acclaim from colleagues at all levels. Our teamwork became a model for other “vertical teams” within the company, showcasing effective collaboration and innovation.
Shortly after I left the company, IG received an award for their customer services. It was incredibly rewarding to see the recognition, knowing that everyone had poured their heart and soul into making this project a success.