Philips Customer Portal Research
Helping Customers Reach Out for customer support
This customer portal is designed for individuals who have purchased Philips TVs, audio equipment, and monitors. It is separate from Philips’ official website, and only users with product-related issues will be redirected here.
Offer two primary information
Call center contact info
In this way, customers will first reach the call center and then be redirected to the repair center if needed.
Rich self-service information
There are 'Topics' and 'Support Videos'—articles and videos about product solutions provided by Philips—and a 'Community' where Philips buyers can discuss together.
Case Problems
Low Task Completion
The research was initiated due to the website’s poor overall NPS score and low task completion rate, indicating that the website’s goal of “helping users resolve product issues” did not meet user expectations. To identify the cause, we analyzed questionnaires completed by users during their website browsing.
Research on Online Survey
Research methods: NPS score & task completion
Although NPS is typically used to measure user loyalty to a brand, by analyzing the reasons behind users’ ratings, we found that this NPS score is closely related to their overall service experience. Therefore, we used the NPS score as a reference to help us understand users’ experiences.
The core questions of the questionnaire included “Do you feel your task was completed?”(task completion) and “On a scale from 0-10, how likely are you to recommend Philips to a friend or colleague?”(NPS Scale)
Identify 3 primary user goals on this website
Based on the survey, we identified the three most common user goals:
- solving issues with Philips products,
- Registering a Philips product
- Arranging for product repair or exchange.
Users feel unable to "Solve issues" and "Arrange a repair," abandoning their goals too early
Data Fact 1: Negative user perception of 'Solve Issues' and 'Arrange a Repair' services, even when the task is 'Not Yet Done'
Looking at the NPS and task completion rate together, an NPS below 30 is generally not ideal. It’s clear that users trying to arrange repairs are already quite unhappy in the exploration phase, and those who couldn’t solve their issues have similarly low satisfaction.
Data Fact 2: Many users directly judged that their task couldn't be completed
Among visitors attempting to solve issues or arrange repairs, nearly half answered “No” on task completion question. This indicates that, even when some have successfully completed their goals, many others have already judged that they are unlikely to achieve their goals.
Analyze potential issues with "Solve issues" and "Arrange a repair"
The analysis of NPS and task completion shows that a large part of the problem lies with “solving product issues” and “arranging repairs”. Below, we analyze possible issues and solutions based on the understanding of the original design:
Solve a issues with my Philips products
At this stage, users may still be defining the problem, either through the call center or self-service info. The issue could be that
- users can’t find the right contact or helpful information
- users don’t understand information
- users can’t reach the call center
- the call center doesn’t provide enough help.
While we cannot pinpoint the exact problems each user faces, we can address the core issue: ensuring users are able to find what they need and understand how to use it.
Arrange a product repair or exchange
At this stage, users may have contacted the call center but still have unresolved issues. Those choosing “repair” are likely sure their product needs fixing, so self-service info won’t help. The problem could be
- not being referred to the repair center
- not having the issue resolved by the repair center
- failing to contact the call center
- having cases closed by the call/repair center without customer consensus, leaving issues unresolved
- unable to find case progress
On these issues, the website’s role is to ensure transparency of information between customers, the call center, and the repair center, so that both customers and call center can more effectively identify the problems.
Narrow down to a key insight: Ensure users can easily locate the information they need
- Ensuring users can find the information they need
- Ensuring users can find where to track their case progress
Research on User Activities on the Website
Following the previous insights, we wanted to verify whether users could find the information they needed. To do so, we analyzed user activities on the website to understand what information they were searching for, identified key pages with the highest engagement, and uncover potential issues.
Research methods: GA Acquisition, and Behavior Flow report
We used GA to generate charts showing where users stay and interact on the website, including which pages they visit and how long they spend on each session* and page.
*In GA, a ”session“ is a set of user interactions within a time frame, ending after 30 minutes of inactivity or when the user leaves. A single session may include several page views.
Visitors mostly come for "Contact Support," "Topics" and "Account" pages
From the behavior flow report, we can observe where users are most active. This doesn’t necessarily mean users only visit these pages, but rather that they interact with these pages the most. By analyzing user moving paths, we can also infer the potential purpose of these specific routes, see Data Fact 3.
Data Fact 3: Four Behavior Lines
Many visitors come mainly for ‘Contact Support page’ and ‘Topics page.’ We can identify two distinct use patterns and two use patterns less prominent but still valid paths:
Route 1 Contact Support > Account > Contact Support
Route 2 Topic > Article > Topic
Route 3 Homepage > Topic > Search
Route 4 Account > Homepage
From the behavior flow, we identified four paths, but there are actually three main actions: seeking “Contact Support,” browsing “Topic,” and logging into an account.
- Routes 2 and 3 both involve searching for articles on the “Topics” page, with the key difference being that in Route 3, users use the search bar to find specific articles.
- Routes 1 and 4 both pass through the account login, but the distinction is that Route 1 goes to send an email to the call center, while Route 4 goes to other services within the account, such as “My Cases” and “My Products.”
Users refresh the "Contact Support" and "My Cases" pages too frequently. But each time, they stay only 4 seconds before refreshing again
After identifying the pages users visit most frequently, we analyzed the number of visits to these pages by using “sessions,” “page views,” to see the time spent on each session and page, as shown in Data Facts 4 and 5.
Generally, the session count reflects user interest, while page views indicate how often users revisit a single page.
Data fact 4: High Page Views but Low Session Count
Data shows high interest in the “Contact Support” and “Topic” pages. However, the large gap between session count and page views suggests users may be refreshing or revisiting these pages too often.
Data Fact 5: Low Average Dwell Time on "Contact Support" and "My Case" Pages
Results show that the average session duration is generally ideal—except for the “Contact Support” and “My Case” pages. Ideally, users would spend around 1 minute per page, but on these two pages, the average time is only 4 seconds.
Potential problems on 3 key pages
Contact support page
We found that the “Contact Support” page attracts users significantly. However, users spend very little time on the page, and the page view count is high, suggesting that users may quickly browse the page and then repeatedly leave and return.
Insights
Contact Support page may not be engaging, or users may have trouble finding the information they need
Topic page
The data for the “Topic” page and “Global Search” is relatively ideal. Although page views are high, the average dwell time is generally good, suggesting that users likely browsed multiple articles to find the information they needed.
Insights
Users are indeed using the Topics page to find the information they need
Account page
After logging in, users land on “My Case,” and to register a product, they need to visit “My Product.” However, few users visit these pages, and while they spend little time on them, the session time is the longest, indicating logging in is likely not the main purpose of these visits.
Insights
Users log in but keep searching without reaching their goal
Key insights
Following previous insights, data shows that the biggest issue is with the Contact Support page—users spend little time on it but keep returning. Even after logging in, they keep searching for something. To investigate, we conducted a cognitive walkthrough and competitive analysis of Contact Support page.
Dive into Issues in Contact Support page
Research methods: Cognitive Walkthrough
We tested whether users could find the contact information on the Contact Support page, specifically focusing on observing whether the existing design process aligns with users’ expectations.
To find contact information, customers need to go through 3 steps:
1. Find the contact support page
2. Complete the 3 filters in sequence
3. Select one contact channel.
See results below:
Step 1: Go to Contact Support Page
Comprehensibility of Task Flow
Users correctly understand the "Contact Support" title and expect the page to provide contact information.
Rationality of Action Choices
The page lacks clear visual guidance and "contact us" buttons, while the image boxes below lead to the Topics page.
Effectiveness of Feedback
There is no interactive feedback when entering this page.
Step 2: Complete the 3 filters in Sequence
Comprehensibility of Task Flow
Some users don't expect to use filters to see contact information, and sometimes the filters are overlooked, leading them to believe the page doesn't provide the contact details.
Rationality of Action Choices
Users have difficulty understanding the difference between "General Query" and "Product Support" in the Contact Reason options.
Effectiveness of Feedback
There is an error message prompting users to complete the three filters in order.
Step 3: Select a Contact Channel
Comprehensibility of Task Flow
Clearly list the different contact channels.
Rationality of Action Choices
Users do not expect to log in or register after clicking the "Send us an email" option.
Users do not expect the support line to be unreachable or closed.
Effectiveness of Feedback
After registering, there is no confirmation message or redirect back to the Contact page. Although registration is required before sending an email, the two actions feel disconnected.
Identify 3 main problems on Contact Support page
Filtering do not work well
The filters help the company narrow down consumer needs, but this presentation is not intuitive, and the filtering process is not smooth.
Case creation process should exclude registration
We should encourage users to register and log in, not force them to do so before contacting the call center.
Users are disappointed with unavailable contact information
Although we provide contact information, varying regions and circumstances prevent us from fully controlling the accessibility of these contact options.
Define 3 design problems
- How can we better present the process of narrowing down questions?
- How can the login system be better integrated?
- How can we guide user flow to reduce the pressure on the call center?
Competitor Research of Contact Support page
Research methods: Competitor Analysis
We used the Table Analysis Method and the Add-Subtract-Multiply-Divide Analysis Method to integrate the insights gained from this stage.
The table below summarizes the contact support services currently provided by Philips and its competitors.
Identify Three types of use flow to reach Contact Support
Philips currently focuses on phone calls, emails, and articles for contact support. Excluding articles, for now, we analyzed how other competitors provide contact support services and categorized three main approaches:
1. Flat Process Providing Contact Information
Philips, like most competitors, relies heavily on phone and email support. This approach features a flat process where users can access contact information without providing much detail.
- Advantages: Quick and easy access to contact details for users
- Disadvantages: High manpower and communication costs
Some competitors focus on developing chat or chatbot. These companies implement a filtering process to narrow down user issues by asking for product models and letting users select their specific issues. The process typically includes up to three steps before presenting phone number.
- Advantages: Reduces communication errors and costs
- Disadvantages: High design and development costs to cover diverse product types and potential issues
A few competitors combine contact details and articles on the same page. Although their primary focus remains on customer support, the design of the articles is not prominent.
- Advantages: Provides immediate contact support while offering self-help resources.
- Disadvantages: Articles may not stand out enough to encourage user engagement.
Reassessing current content elements
After evaluating different models, we redefined our website’s needs by distinguishing Philips’ services from other competitors’. Using the value curve and Add-Subtract-Multiply-Divide Analysis, we identified areas to enhance, omit, expand, and integrate.
+ Add
Phone and Email: Phone and email remain the most valuable and irreplaceable services in Philips’ current offerings. However, we aim to provide a more user-friendly experience than our competitors. For example, we can offer information on the current waiting queue, and prompt users to provide their product model and a brief issue description beforehand. This would help reduce communication costs and alleviate the negative emotions associated with waiting.
+ Subtract
Social Media: Support via platforms like WhatsApp, though offered by competitors, does not align with Philips’ goal of reducing human workload. This channel would increase communication time without addressing core issues. With Philips already developing chatbot functionality, this services feel redundant and unnecessary.
x Multiply
Problem Filters + Articles: To align with our company’s goal of reducing human workload, we aim to adopt problem filtering methods used by competitors. As articles are an important area that Philips continues to improve, by integrating articles into the problem filtering process—rather than separating them from contact support—we could enhance their value, making them more accessible and useful to users.
÷ Divide
Account + Separate Call and Repair Centers: We noticed that many competitors have membership systems, but these are not used for quickly establishing communication channels or tracking cases. We also noticed that some competitors separate repair center information into another function. Although our membership system is still under development, we see an opportunity to integrate a membership system that combines product registration, related articles, contact support, and case tracking. This would allow us to consolidate our existing services better.