Filo is a script-based chat platform that enables businesses to meet customers at the moment of conversion to provide answers to questions about products or services.
My role
User Flows, UI Design, Interaction Design, User Research, User Testing, Component Library, Design Leadership
Results
- 20% average revenue increase for businesses
- 31.8 million visits with 21.5 million messages sent
I joined the team to redesign the admin and consumer apps to improve accessibility and user trust. Key pain points were how teams built messages and defined logic to link these messages into chat experiences.
Research via questionnaires allowed me to identify pain points within the existing script builder to focus our efforts. We found that users had difficulty understanding how to connect the message blocks to form a script and even what the finished experience would look like, requiring our support.
The new admin centered on increasing transparency and discoverability with message creation and the script building experience to empower teams and reduce support needs.
It wasn’t clear how to configure messages, or how the messages would look to visitors, frustrating teams. To improve usability, I added hinting, designed consistent config patterns and 1:1 message rendering.
The message builder received a significant update by including a visual representation of the chat window that showed hints for users on next steps to configure a module or what modules could be added to a section. I also improved module configuration using the right column to provide easy to understand options and entries for each module.
To reduce strain on our engineering resources, I advocated for moderated user testing of the new experience using prototypes to gain feedback from our users before shipping features. This allowed us to gain valuable insights to refine the experience and ensured that my designs met business needs.
Teams had difficulty building chat flows because rules that connected messages and critical data keys used weren’t clear. I designed a node list to show data keys in use and improved rule building.
Based on user feedback, I designed a searchable node list in the script logic builder that provided relevant information about each node, like type or data keys used, and allowed users to click to jump to that node in the script tree.
Rules and actions connected messages and defined the message path a user would see based on their input. I implemented hinting to give users context and redesigned the rule builder to improve the interaction and clarity. My designs improved our users experience when building scripts and reduced support calls.
From my research, I found that that visitors didn’t trust the consumer experience. To improve trust, I updated the design to align to expectations and include features like article or product recs businesses needed.
Iterating through a series of prototypes, I reimagined the client chat experience and theme management to allow for seamless integration with different businesses at Red Ventures and provide a polished, trustworthy experience to visitors.
Based on business needs, I designed consistent user inputs and added a wider range of options like sliders, inline content rec, and content tabs. This provided flexibility for businesses and improved the experience by connecting users to content they needed.
The new admin increased our users autonomy and reduced our team’s support costs. Filo served 31.8 million visits with 21.5 million messages and saw an average of 20% revenue increase for businesses.