Problem Statement
Target Audience
Customer needs
Key observations from the chat transcripts study
Customer Chat Category
3716
Chat Transcripts Monitored
1518
High Quality conversation
40.85%
High Quality conversation
59.15%
Low Quality conversation
2198
Low Quality conversation
Business Goals
Primary Research
Simplilearn website gets around 35000+ chats every month from users across the world. Around 40% of the chats gets converted into leads. The chat dropping consumes a lot of human hours from our sales team.
We need to make the chat more robust which can filter better leads so that the business goals are met. We also need to automate a few things in the chat process so that the consumer goals are met too.
Primary research includes the insights based on from a months chat data and also the requirements and insights from the product and sales team.
We had the chat conversation data for the month of September. There were around 36000+ different chat transcripts that were presented before us and we extracted the insights from there.
We read through the chats and did a health check for around 10% of chats (3716) marking the conversation quality as High and Low.
The criteria were,
The chat taken for insight generation were spread over the month.
High Quality conversation meant the users were willing to share their information to get the course details and other inputs.
Low quality conversation means the users dropped in between the chat.
Here are the insights from it.
Out of these High Quality Conversations, we read through the chats and discovered the customer/learner needs. The tone of the conversation and the way Learning consultant are driving the conversation.
Learners with high quality conversation are asking for the following things to the Learner Consultant
Along with the Customer Goals we also have identified few business goals that will improve the overall experience of the chat and also aid the business and sales team to make the most out of the chatbot.
Generate better quality leads
Get CSAT after chat
A good design better customer experience
Media Support (Send links, pdfs, images)
Flow and Framework
The analysis and research gave us a basic idea about the requirement for the chatbot. We need to build a framework for the chatbot and then create the flows which suits our customer and business goals.
For the flow, we first analysed our competition and plotted their chatbot flow, taking in consideration all the aspect of their platform. The we designed our flow framework to get going with the chat flow.
We did flows for 4 competitors and it gave us a idea of how to drive the conversation and get user details.
This helped us to design our framework for the chatbot and what data needs to be presented to the users before taking them to the human counterpart
Chatbot
Intent
Empathy
Entity
Helpfulness
Context
Chatbot will have the intent to gain the user details and then pass it to the Human counterpart
Chatbot can be entitled to present preset information as per the context set by the user
Once the chat is transferred to human, along with the basic details they will drive the conversation
Encouragement
Human
Flow Overview
Saving ~2800 Manhours
for Inside Sales Managers
Team Size
2
1 UX Designer, 0.5 Intern
0.5 UX Lead
Design Process
Pre-requisites and context study
Get chat data for a calendar month
Get Business and product requirements
Analyse Data and generate insights
Propose Solutions
Ideate and Design
Post rollout impact
Learners who visit the Simplilearn website looking for:
A course or a program to up-skill themselves.
A job guarantee program
Users who are just exploring
Product Data
35416
Chat Transcripts
8128
New Leads
16000+
Total leads
1095
Leads Converted
Paying Users
13.47%
Leads Converted
Out of 8k new leads
15000+
Course Details
379
LMS Query
44
B2B Query
Secondary Research
Competitor landscape
Good to have features
We did a market analysis for the competition analysis, academic publication and online resources.
Out of around 13 competitors in the ed-tech sector, we discovered 4 companies that already have a chatbot in their website. Here are their insights
We have identified some good to have features in the chatbot after analysing the secondary research.
Competitor Name
Highlights
Lowlights
Call back feature
Chat with us- Initial set of preset questions and then can connect with a representatives
Ability to attach media
Chat opens as a popup after a few seconds of browsing with a tone, to grab attention.
The chat has preset tappable options for users to filter and sometimes it has text field to fill, depend on the context.
The chat is one time communication to extract the users details for sales and marketing.
The chat has preset tappable options for users to choose their responses
Tries to gain the user infromation such as name, contact, email
Chat can be reset at any time
The flow of information is good and seems scalable. They also provide more deep information such as course details as per demand.
Provides card based details for courses
Provides links for other queries to redirect
Not found a way to reset the chat and start over unless you reload the page
Connect with advisor dont work all the time it seems
Connect with advisor dont work all the time it seems
Information is not contextual
Chatbot loads after multiple clicks and seems buggy to send messages
Not found a way to reset the chat and start over unless you reload the page
The chatbot is just admission support meant to collect user information, it does not provide any course information
Conversation tone is bot like
Preset prompt/questions with tappable answers
Ability to type in query
Asks for rating on exit
Ability to reset chat from anypoint
Conversation is human like
Get user contact details and interest
Final Design and Flows
Chat Pops up with a marketing message
User visits the website and explores.
User clicks on the popup.
User selects, I am looking for a program for myself
User enters their name
User selects the desired domain
User provides all the information
The user can choose to connect to counsellor or have a callback
This card includes all the information that were asked by the users in our initial set of research.
Course Duration
Number of Courses
Course Fee
Elligibility
Start Date
Chatbot greets the user and
they are presented with 5 options
Chatbot greets the user and asks for their name
Chatbot presents the user with the available domains
Hello, I am Arya Bot. Welcome to Simplilearn, World’s #1 Online Bootcamp
Let us know what are you looking for?
ARYA BOT
Thats awesome!!
We're thrilled to help you find the perfect program for your career goals!
Before we get started, can you please tell me your name?
ARYA BOT
Type your messages…
HELP
I am looking for a program to upskill myself
Abhishek
Hello, I am Arya Bot. Welcome to Simplilearn, World’s #1 Online Bootcamp
Let us know what are you looking for?
ARYA BOT
Thats awesome!!
We're thrilled to help you find the perfect program for your career goals!
Before we get started, can you please tell me your name?
ARYA BOT
Type your messages…
HELP
I am looking for a program to upskill myself
Abhishek
Type your messages…
Simplilearn Help
I am looking for a program to upskill myself
I am just exploring
I want to talk to a counsellor
I am looking for a course for my team/organisation
I have a query with my existing program
Hello, I am Arya Bot.
Welcome to Simplilearn, World’s #1 Online Bootcamp
Let us know what are you looking for?
ARYA BOT
Thats awesome!!
Please select your area of interest so that we can curate the best courses for you.
ARYA BOT
Type your messages…
HELP
Data Science & Business Analytics
Great Choice, Abhishek!!
We offer 12 programs in Data Science & Business Analytics
While we curate the best programs for you can you please let us know a few details
Please type in your email ID
ARYA BOT
Thats awesome!!
Please select your area of interest so that we can curate the best courses for you.
ARYA BOT
Type your messages…
HELP
Data Science & Business Analytics
abhishek@gmail.com
Great Choice, Abhishek!!
We offer 12 programs in Data Science & Business Analytics
While we curate the best programs for you can you please let us know a few details
Please type in your email ID
ARYA BOT
Hello, Welcome to Simplilearn, world’s largest online learning and certification platform.
I am Arya, I will help you to get the best counselling
We offer certifications and bootcamp programs from over 200+ certified institutes.
Learn with us and give your career a big boost.
Let us know what are you looking for?
ARYA BOT
I am looking for a program to upskill myself
Thats awesome!!
Please choose the program that you are interested in from the list below
ARYA BOT
abhishek@gmail.com
Type your messages…
HELP
Thanks for entering your email id.
Please enter your valid 10-digit mobile number
ARYA BOT
9876543210
Thanks for entering your phone number.
Just one last thing Abhishek, Can you help us understand if you are a student or a working professional
ARYA BOT
Student
Working Professional
Thats awesome!!
Please choose the program that you are interested in from the list below
ARYA BOT
abhishek@gmail.com
Type your messages…
HELP
Chatbot asks for their email. While giving them valuable information of the domain the user picked
Chatbot asks for their Phone number and work status
Chatbot provides the user with a list of programs that are well suited for them
This was the main flow which an Ideal user will take
You can access the prototype by clicking here
Thank you for the details Abhishek. Here are the list of programs that will suit your interest.
ARYA BOT
Connect me to a counsellor
Request a callback
Student
HELP
Data Scientist
11 Months
4.7 (75234)
Courses
9 Courses
Course Fee
Starts at Rs 54000
Elligibility
UG Degree required
Simplilearn Job Assist Program
In Collabaration with IBM
Advanced Certificate Program In Data Science
11 Months
4.7 (75234)
Course Fee
Starts at Rs 99000
Elligibility
UG Degree required
Next Cohort
27 Apr, 2023
Data Scientist
11 Months
4.7 (75234)
Courses
9 Courses
Course Fee
Starts at Rs 54000
Elligibility
UG Degree required
Simplilearn Job Assist Program
In Collabaration with IBM
Data Scientist
11 Months
4.7 (75234)
Courses
9 Courses
Course Fee
Starts at Rs 54000
Elligibility
UG Degree required
Simplilearn Job Assist Program
In Collabaration with IBM
Advanced Certificate Program In Data Science
11 Months
4.7 (75234)
Course Fee
Starts at Rs 99000
Elligibility
UG Degree required
Next Cohort
27 Apr, 2023
That’s a great choice.
Data Scientist Masters Program is ranked #1 Best Data Science program by Career Karma.
Features of this program
Learners have got average hike of 50%
4.7/5 rated by 75k+ learners
IBM Certified
Stay tuned, while we connect you to our counsellor. It should not take more than a minute.
ARYA BOT
HELP
Data Scientist Masters Program
You’re now connected to Ankit
Hello Abhishek,
Welcome to Simplilearn. This is Ankit, your learning consultant
ANKIT
Type your messages…
HELP
Request a callback
Alright, got it. Our representative will call you
Please verify your details so that our counsellor can reach out to you within 24 hours.
ARYA BOT
SUBMIT
CANCEL
Request a Callback
Name
Abhishek
Mobile Number
9876543210
Email ID
abhishek@gmail.com
Program
Data Scientist
I am a
Working Professional
Preferred time for callback
Today - April 19, Wednesday
Thank You
2800
Man Hours
40%
Man Hours Reduction
Phase 1
75%
Man Hours Reduction
Phase 2
95-100%
Man Hours Reduction
Phase 3
Impact Assesment
Previous Chat Conversion
Key observation
Potential Impact on Chat Conversion
2.8% of total chat initiation leads to a paying user.
56.79% of total chat initiations leads to non leads, this consumes a lot of man hours.
21,459 non-leads led to a consumption of more than ~2800 man hours per month
Phase 1
Feature rollout in some parts of India with monitoring the user.
Surveying users who have interacted with the chatbot to gain valuable insights,
Phase 2
Modifying according to the phase 1 results if necessary.
Rolling the features to whole country and monitoring them.
Adding multimedia support to the chats
We aim to filter out all the non leads, there by saving a lot of man hours. But, this will be done in phases as we release the chatbot and get valuable insights on it
⤊