Skills
UX Writing, Content Strategy, Information Architecture, Form Microcopy
Challenges
Google Cloud faced a significant challenge as researcher applicants struggled to provide accurate Billing IDs and set up their accounts correctly. The high barrier to entry for utilizing Google Cloud resources resulted in over 40% of applications requiring follow-up support. The primary pain points were:
1. Difficulty in setting up a Billing Account.
2. Incorrect or missing Billing IDs for credit depositing.
Empathize
To understand the problem deeply, I conducted user interviews and gathered feedback from researcher applicants who had experienced difficulties during the application process. This empathetic approach allowed me to gain insights into their frustrations and pain points.
Define
Based on the insights gathered, I defined the problem: the Billing ID setup process was confusing, and users struggled to locate their Billing IDs. Clearer guidance was needed to simplify this process and reduce user frustration.
Ideate
I engaged in brainstorming sessions with cross-functional teams, including business operations, upper management, finance, and engineering, to generate innovative solutions. We ideated on how to make the Billing ID setup more user-friendly and aligned these solutions with our business goals.
Prototype
With the ideation phase completed, I created prototypes of the proposed content design changes for the form fields. These prototypes included new strings and helper text that aimed to guide users effectively through the process. Additionally, I developed a prototype of the Account Set-Up Guide to provide detailed instructions.
Test
The form was tested with users to gather feedback and refine the solutions further. User testing helped identify any potential issues or confusion in the new content design and guided necessary adjustments.
Solution
The key solution involved crafting a comprehensive document for program participants and linking it next to the Billing ID form field. This document served as a valuable resource for users, helping them understand and navigate the Billing Account setup process. Additionally, I added an extra section with clear instructions to "Verify the billing account you provide is active" to mitigate issues arising from closed or delinquent accounts.
Outcome
The implementation of these changes resulted in a significant improvement in the user experience:
30% Reduction in Billing Account Errors: The enhanced content design and the addition of the Account Set-Up Guide contributed to a 30% reduction in Billing Account errors and issues.
20% Decrease in Customer Support: The reduced complexity of the account setup process led to a 20% decrease in customer support requests related to Billing IDs and account setup.
Increased Google Cloud Credit Usage: With a smoother onboarding process, more users successfully set up Billing Accounts and utilized Google Cloud resources.
Conclusion
By applying the Design Thinking framework, I empathized with users, defined the problem, ideated solutions, created prototypes, and tested them with users to successfully improve the user experience for Google Education's Google Cloud credit program. Through collaboration, content design enhancements, and ongoing monitoring, I not only reduced errors but also decreased the need for customer support. This case study highlights the importance of user-centric content design and its significant impact on user satisfaction and program success.
Link to final copy
https://edu.google.com/intl/ALL_us/programs/credits/research/?modal_active=none
