UX Research
|
Research for Design
Enhancing Microsoft's Self Help Resources for the Next Gen
This is a Microsoft sponsored capstone project at Purdue University to understand and optimizing self-help solutions for Millennials and Gen Z.
UX Research
|
Research for Design
Enhancing Microsoft's Self Help Resources for the Next Gen
This is a Microsoft sponsored capstone project at Purdue University to understand and optimizing self-help solutions for Millennials and Gen Z.
THE TEAM
I led a team of 10 design students and researchers.
We collaborated with 1 Principle CX Manager, 1 Senior UX Researcher, 1 Social Media Team Lead and 1 University Research Manager.
MY ROLE
As the Lead UX Researcher, I formulated the research methodology, conducted user interviews and usability tests, led heuristic evaluations, develop and refine design recommendations informed by our research findings.
TIMELINE
January 2024 - May 2024
(16 Weeks)
RESEARCH OUTCOME
Increasing touchpoints across the support platforms to improve discoverability of resources.
Incorporating personalisation to provide tailored and relevant resources to users.
UX Research
|
Research for Design
Enhancing Microsoft's Self Help for the Next Gen
This is a Microsoft sponsored capstone project at Purdue University to understand and optimizing self-help solutions for Millennials and Gen Z.
UX Research
|
Research for Design
Enhancing Microsoft's Self Help for the Next Gen
This is a Microsoft sponsored capstone project at Purdue University to understand and optimizing self-help solutions for Millennials and Gen Z.
THE TEAM
I led a team of 10 design students and researchers.
We collaborated with 1 Principle CX Manager, 1 Senior UX Researcher, 1 Social Media Team Lead and 1 University Research Manager.
MY ROLE
As the Lead UX Researcher, I formulated the research methodology, conducted user interviews and usability tests, led heuristic evaluations, develop and refine design recommendations informed by our research findings.
TIMELINE
January 2024 - May 2024
(16 Weeks)
RESEARCH OUTCOME
Increasing touchpoints across the support platforms to improve discoverability of resources.
Incorporating personalisation to provide tailored and relevant resources to users.
UX Research
|
Research for Design
Enhancing Microsoft's Self Help Resources for the Next Gen
This is a Microsoft sponsored capstone project at Purdue University to understand and optimizing self-help solutions for Millennials and Gen Z.
THE TEAM
I led a team of 10 design students and researchers.
We collaborated with 1 Principle CX Manager, 1 Senior UX Researcher, 1 Social Media Team Lead and 1 University Research Manager.
MY ROLE
As the Lead UX Researcher, I formulated the research methodology, conducted user interviews and usability tests, led heuristic evaluations, develop and refine design recommendations informed by our research findings.
TIMELINE
January 2024 - May 2024
(16 Weeks)
RESEARCH OUTCOME
Increasing touchpoints across the support platforms to improve discoverability of resources.
Incorporating personalisation to provide tailored and relevant resources to users.
This is a Research for Design Project
Research was conducted to create design recommendations
The design recommendations are under NDA
Research Problem
In an era where instant digital gratification is not just desired but expected, Microsoft’s user feedback and engagement metrics highlighted a significant gap in it’s self-help resources, especially when engaging the youngest and most tech-savvy users, Millennials and Gen-Z. It can be noted that these younger users find the current state of the support platforms either overly complex or misaligned with their expectations of quick, efficient, and digitally native support solutions. This misalignment not only impacts user satisfaction but also affects their long-term loyalty and engagement with Microsoft products, especially when this demographic, is poised to become the predominant consumer segment.
How do Millennial and Gen-Z users interact with Microsoft’s self-help resources, and what specific improvements can be made to enhance their user experience?
Research Problem
In an era where instant digital gratification is not just desired but expected, Microsoft’s user feedback and engagement metrics highlighted a significant gap in it’s self-help resources, especially when engaging the youngest and most tech-savvy users, Millennials and Gen-Z. It can be noted that these younger users find the current state of the support platforms either overly complex or misaligned with their expectations of quick, efficient, and digitally native support solutions. This misalignment not only impacts user satisfaction but also affects their long-term loyalty and engagement with Microsoft products, especially when this demographic, is poised to become the predominant consumer segment.
How do Millennial and Gen-Z users interact with Microsoft’s self-help resources, and what specific improvements can be made to enhance their user experience?
Goals of the Research Project
Understanding User Interactions and Expectations:
To conduct a thorough analysis of how Millennials and Gen-Z interact with the existing self-help resources provided by Microsoft.
Identifying Pain Points and Areas of Friction:
To pinpoint specific difficulties these users face when using Microsoft's self-help resources, focusing on areas where users experience confusion, frustration, or dissatisfaction.
Generating Actionable Design Recommendations:
To develop targeted recommendations for improving the self-help interfaces and interactions to better meet the needs and preferences of younger users.
Evaluating Impact on User Satisfaction and Engagement:
To assess how the implemented changes affect user satisfaction and engagement, using both qualitative feedback and quantitative data.
What is Self help?
Self-help generally refers to resources and activities designed to assist individuals in solving problems or managing situations independently, without direct assistance from others.
In the context of customer support, self-help refers to tools and resources provided to help users resolve their issues on their own. This might include FAQs, knowledge bases, troubleshooting guides, forums, and automated chatbots.
These resources are intended to enable customers to find solutions quickly and efficiently, reducing the need for direct contact with customer service representatives. This approach not only empowers users but also helps companies scale their support efforts effectively.
“The process feels outdated—it’s just too slow, and often I end up more confused than when I started”
Gen-Z Participant from our User Interviews
“The process feels outdated—it’s just too slow, and often I end up more confused than when I started”
Gen-Z Participant from our User Interviews
Know the target audience: The DIY Generation
Millennials and Gen-Z are independent problem-solvers with high standards for online experiences.
Tech Savvy
Higher standards for efficient and interactive experiences
Skepticism toward new technology & brand marketing
“62 percent of millennials say they would switch to a competitor after one bad customer service
experience. ...45 percent of Gen Z say the same.”
Innovative
Skilled in self- troubleshooting
Willing to explore new brands if it offers better experience
Our interviewees expressed that they would attempt self-troubleshooting and figure out work-arounds to resolve tech issues.
Socially Influenced
Seek authentic experiences, even when online
Keen on trends and peer influence
“Both Millennials and Gen Z value authenticity and transparency from the brands they interact with. They're more likely to trust companies that exhibit these qualities.”
The DIY Generation - What do they look for?
Authenticity
For both Gen Z and Millennials, authenticity isn't just a preference; it's a requirement. These generations have grown up in an era of information overload, where distinguishing between genuine and misleading content has become a daily challenge. They prefer a genuine, human touch to their service. They not only want quality service but also want to feel they are being cared about as people.
Personalisation
This generation appreciates when brands recognize their individual preferences and tailor experiences accordingly. Offering personalized recommendations makes it feel bespoke and tailored specifically to the user's tastes and preferences.
Efficiency
Millennials and Gen Z prioritize fast and accurate online service, with Millennials showing less tolerance for service lapses than the more forgiving Gen Z. Both groups demand instant, precise responses and value streamlined, efficient digital interactions. Their high standards for speed and quality reflect their heightened expectations from customer service platforms.
Key SMC Platforms
Microsoft’s support services fall on three major platforms: Support, Community, and Tech Community Hubs. Each platform has unique strengths and weaknesses that make for entirely different user experiences.
Microsoft Support
Official documentation and articles on all Microsoft products
Microsoft Community
Forum-style platform where users can ask and answer each other’s questions
Microsoft Tech Community
Similar to Community except segmented into smaller hubs based on product
Takeaways from User Interviews
What should we focus on?
Enhance Microsoft's support platforms by streamlining navigation and personalizing content to improve usability and satisfaction for younger demographics.
Enhance Microsoft's support platforms by streamlining navigation and personalizing content to improve usability and satisfaction for younger demographics.
What should we consider?
1
What Already Exists
Microsoft maintains a wide range of content, that needs to be just made more ‘visible’ so the younger generations could engage with those better.
2
Maintaining a Balance
It is crucial to implement changes in the current platforms in a way that it doesn’t disrupt what already works (especially for the old users) while also catering to the needs of the younger users.
3
Maintaining Maximum Consistency
Microsoft maintains a wide range of content for a variety of different topics, and changes may not always be applied across the board.
4
What May be Altered
While there may be aspects that attract a younger audience, it is important to consider what may be added while remaining within the legal/practical restrictions of Microsoft.
5
Improving response time
How can we create an optimized system to reduce support response times, ensuring users experience faster resolution and more effective interactions?
6
Building on Authentic Engagement
Developing genuine interactions with users that foster trust and enhance satisfaction through transparent and meaningful communication.
Suggested improvements
Improve discoverability and ease of access to existing platforms.
Increase Visibility
Implement Personalization Tools and create a more uniform experience.
Personalization
Adopt an authentic, enduring marketing strategy.
Building Engagement
What can Microsoft do next?
Some questions that we have for Microsoft SMC Teams - on how to build user engagement.
1
How can Microsoft effectively humanize AI to build trust among users who view it negatively?
Further exploration into the integration of Artificial Intelligence in self-help systems can be studied.
This task would ideally be undertaken by a team skilled in AI, possibly with some UX researchers experienced in AI applications, to balance technological advancements with user-centered design.
2
How can Microsoft repair and strengthen its relationship with younger generations?
Initial interviews revealed that while many users are loyal to Microsoft, their loyalty often stems from necessity rather than genuine brand appreciation. Younger users, especially Gen-Z, do not share the nostalgic connection that some Millennials might feel, often viewing the brand more critically. Future research should delve into the specific grievances these generations have with Microsoft.
3
How can Microsoft effectively extend their self-help content into the broader digital space?
Considering the integral role of social media in the lives of Millennials and Gen-Z, there is a valuable opportunity to disseminate self-help content through
platforms like TikTok and Instagram Reels.
Although these platforms favor short-form content, which may not suit more complex issues, they can effectively address simpler problems. Future research should investigate optimal strategies for utilising various social media channels to enhance visibility and engagement.
Challenges we faced
1
Time
Constraints
A significant challenge we faced was the limited time available, which restricted our ability to conduct extensive evaluations and develop in-depth testing.
2
Conceptual Wireframes
Due to the breadth of our research, there was insufficient time to develop fully fleshed-out user flows for comprehensive testing.
Next Steps
1
Testing and Refinement
Implement a robust strategy for testing, including A/B testing, to compare current user flows against our newly proposed wireframes.
2
Actionable Implementation Strategies
Transform our recommendations into actionable strategies that can be integrated into SMC platforms. This includes extending our existing low to mid to high-fidelity prototypes to cover more comprehensive aspects of the user journey.
Taking a step back, now I know
Reflecting on this project, this project allowed me to put my theoretical knowledge to the test on a large-scale, real-world project for Microsoft. It was my first sponsored research project, and I felt the thrill of translating my classroom knowledge into something tangible and impactful.
Nuance in Distinguishing Generations: Despite initially distinguishing between Millennials and Gen Z, our presentation didn't maintain this clarity throughout. Moving forward, I will strive to weave these distinctions consistently into every section by providing concrete examples and unique behavioral patterns for each group.
More Detailed User Paths: I recognize the importance of delving deeper into specific journey stages, as what we have currently was quite high level. I plan to incorporate detailed journey maps and case studies to show exactly where interactions succeed or fall short, next time.
Overall, this project taught me to focus more on nuances and details in my research presentations, helping me grow as a researcher.
Taking a step back, now I know
Reflecting on this project, this project allowed me to put my theoretical knowledge to the test on a large-scale, real-world project for Microsoft. It was my first sponsored research project, and I felt the thrill of translating my classroom knowledge into something tangible and impactful.
Nuance in Distinguishing Generations: Despite initially distinguishing between Millennials and Gen Z, our presentation didn't maintain this clarity throughout. Moving forward, I will strive to weave these distinctions consistently into every section by providing concrete examples and unique behavioral patterns for each group.
More Detailed User Paths: I recognize the importance of delving deeper into specific journey stages, as what we have currently was quite high level. I plan to incorporate detailed journey maps and case studies to show exactly where interactions succeed or fall short, next time.
Overall, this project taught me to focus more on nuances and details in my research presentations, helping me grow as a researcher.
Research Problem
In an era where instant digital gratification is not just desired but expected, Microsoft’s user feedback and engagement metrics highlighted a significant gap in it’s self-help resources, especially when engaging the youngest and most tech-savvy users, Millennials and Gen-Z. It can be noted that these younger users find the current state of the support platforms either overly complex or misaligned with their expectations of quick, efficient, and digitally native support solutions. This misalignment not only impacts user satisfaction but also affects their long-term loyalty and engagement with Microsoft products, especially when this demographic, is poised to become the predominant consumer segment.
How do Millennial and Gen-Z users interact with Microsoft’s self-help resources, and what specific improvements can be made to enhance their user experience?
Research Problem
In an era where instant digital gratification is not just desired but expected, Microsoft’s user feedback and engagement metrics highlighted a significant gap in it’s self-help resources, especially when engaging the youngest and most tech-savvy users, Millennials and Gen-Z. It can be noted that these younger users find the current state of the support platforms either overly complex or misaligned with their expectations of quick, efficient, and digitally native support solutions. This misalignment not only impacts user satisfaction but also affects their long-term loyalty and engagement with Microsoft products, especially when this demographic, is poised to become the predominant consumer segment.
How do Millennial and Gen-Z users interact with Microsoft’s self-help resources, and what specific improvements can be made to enhance their user experience?
Goals of the Research Project
Understanding User Interactions and Expectations:
To conduct a thorough analysis of how Millennials and Gen-Z interact with the existing self-help resources provided by Microsoft.
Identifying Pain Points and Areas of Friction:
To pinpoint specific difficulties these users face when using Microsoft's self-help resources, focusing on areas where users experience confusion, frustration, or dissatisfaction.
Generating Actionable Design Recommendations:
To develop targeted recommendations for improving the self-help interfaces and interactions to better meet the needs and preferences of younger users.
Evaluating Impact on User Satisfaction and Engagement:
To assess how the implemented changes affect user satisfaction and engagement, using both qualitative feedback and quantitative data.
What is Self help?
Self-help generally refers to resources and activities designed to assist individuals in solving problems or managing situations independently, without direct assistance from others.
In the context of customer support, self-help refers to tools and resources provided to help users resolve their issues on their own. This might include FAQs, knowledge bases, troubleshooting guides, forums, and automated chatbots.
These resources are intended to enable customers to find solutions quickly and efficiently, reducing the need for direct contact with customer service representatives. This approach not only empowers users but also helps companies scale their support efforts effectively.
“The process feels outdated—it’s just too slow, and often I end up more confused than when I started”
Gen-Z Participant from our User Interviews
“The process feels outdated—it’s just too slow, and often I end up more confused than when I started”
Gen-Z Participant from our User Interviews
Identifying ways to help Optimize the Self-Help Experience
END GOAL: Provide younger users with a streamlined
self-help experience that increases brand loyalty and resolves customer issues efficiently.
Resources are presented through consistent channels and touch-points to increase efficiency and retention.
Resources are discoverable, updated, and relevant for ease of access and reliability.
An abundance of knowledge and resources are shared and documented.
Know the target audience: The DIY Generation
Millennials and Gen-Z are independent problem-solvers with high standards for online experiences.
Tech Savvy
Higher standards for efficient and interactive experiences
Skepticism toward new technology & brand marketing
“62 percent of millennials say they would switch to a competitor after one bad customer service
experience. ...45 percent of Gen Z say the same.”
Innovative
Skilled in self- troubleshooting
Willing to explore new brands if it offers better experience
Our interviewees expressed that they would attempt self-troubleshooting and figure out work-arounds to resolve tech issues.
Socially Influenced
Seek authentic experiences, even when online
Keen on trends and peer influence
“Both Millennials and Gen Z value authenticity and transparency from the brands they interact with. They're more likely to trust companies that exhibit these qualities.”
The DIY Generation - Where do they get self help?
Why they Work?
Designed for efficiency
Sense of community established
Specific and personalized experiences
Mixed media integration
The DIY Generation - What do they look for?
Authenticity
For both Gen Z and Millennials, authenticity isn't just a preference; it's a requirement. These generations have grown up in an era of information overload, where distinguishing between genuine and misleading content has become a daily challenge. They prefer a genuine, human touch to their service. They not only want quality service but also want to feel they are being cared about as people.
Personalisation
This generation appreciates when brands recognize their individual preferences and tailor experiences accordingly. Offering personalized recommendations makes it feel bespoke and tailored specifically to the user's tastes and preferences.
Efficiency
Millennials and Gen Z prioritize fast and accurate online service, with Millennials showing less tolerance for service lapses than the more forgiving Gen Z. Both groups demand instant, precise responses and value streamlined, efficient digital interactions. Their high standards for speed and quality reflect their heightened expectations from customer service platforms.
Key SMC Platforms
Microsoft’s support services fall on three major platforms: Support, Community, and Tech Community Hubs. Each platform has unique strengths and weaknesses that make for entirely different user experiences.
Microsoft Support
Official documentation and articles on all Microsoft products
Microsoft Community
Forum-style platform where users can ask and answer each other’s questions
Microsoft Tech Community
Similar to Community except segmented into smaller hubs based on product
Takeaways from User Interviews
What should we focus on?
Enhance Microsoft's support platforms by streamlining navigation and personalizing content to improve usability and satisfaction for younger demographics.
Enhance Microsoft's support platforms by streamlining navigation and personalizing content to improve usability and satisfaction for younger demographics.
What should we consider?
1
What Already Exists
Microsoft maintains a wide range of content, that needs to be just made more ‘visible’ so the younger generations could engage with those better.
2
Maintaining a Balance
It is crucial to implement changes in the current platforms in a way that it doesn’t disrupt what already works (especially for the old users) while also catering to the needs of the younger users.
3
Maintaining Maximum Consistency
Microsoft maintains a wide range of content for a variety of different topics, and changes may not always be applied across the board.
4
What May be Altered
While there may be aspects that attract a younger audience, it is important to consider what may be added while remaining within the legal/practical restrictions of Microsoft.
5
Improving response time
How can we create an optimized system to reduce support response times, ensuring users experience faster resolution and more effective interactions?
6
Building on Authentic Engagement
Developing genuine interactions with users that foster trust and enhance satisfaction through transparent and meaningful communication.
Suggested improvements
Improve discoverability and ease of access to existing platforms.
Increase Visibility
Implement Personalization Tools and create a more uniform experience.
Personalization + Design Consistency
Adopt an authentic, enduring marketing strategy.
Building Engagement
What can Microsoft do next?
Some questions that we have for Microsoft SMC Teams - on how to build user engagement.
1
How can Microsoft effectively humanize AI to build trust among users who view it negatively?
Further exploration into the integration of Artificial Intelligence in self-help systems can be studied.
This task would ideally be undertaken by a team skilled in AI, possibly with some UX researchers experienced in AI applications, to balance technological advancements with user-centered design.
2
How can Microsoft repair and strengthen its relationship with younger generations?
Initial interviews revealed that while many users are loyal to Microsoft, their loyalty often stems from necessity rather than genuine brand appreciation. Younger users, especially Gen-Z, do not share the nostalgic connection that some Millennials might feel, often viewing the brand more critically. Future research should delve into the specific grievances these generations have with Microsoft.
3
How can Microsoft effectively extend their self-help content into the broader digital space?
Considering the integral role of social media in the lives of Millennials and Gen-Z, there is a valuable opportunity to disseminate self-help content through
platforms like TikTok and Instagram Reels.
Although these platforms favor short-form content, which may not suit more complex issues, they can effectively address simpler problems. Future research should investigate optimal strategies for utilising various social media channels to enhance visibility and engagement.
Challenges we faced
1
Time
Constraints
A significant challenge we faced was the limited time available, which restricted our ability to conduct extensive evaluations and develop in-depth testing.
2
Conceptual Wireframes
Due to the breadth of our research, there was insufficient time to develop fully fleshed-out user flows for comprehensive testing.
Next Steps
1
Testing and Refinement
Implement a robust strategy for testing, including A/B testing, to compare current user flows against our newly proposed wireframes.
2
Actionable Implementation Strategies
Transform our recommendations into actionable strategies that can be integrated into SMC platforms. This includes extending our existing low to mid to high-fidelity prototypes to cover more comprehensive aspects of the user journey.
Taking a step back, now I know
Reflecting on this project, this project allowed me to put my theoretical knowledge to the test on a large-scale, real-world project for Microsoft. It was my first sponsored research project, and I felt the thrill of translating my classroom knowledge into something tangible and impactful.
Nuance in Distinguishing Generations: Despite initially distinguishing between Millennials and Gen Z, our presentation didn't maintain this clarity throughout. Moving forward, I will strive to weave these distinctions consistently into every section by providing concrete examples and unique behavioral patterns for each group.
More Detailed User Paths: I recognize the importance of delving deeper into specific journey stages, as what we have currently was quite high level. I plan to incorporate detailed journey maps and case studies to show exactly where interactions succeed or fall short, next time.
Overall, this project taught me to focus more on nuances and details in my research presentations, helping me grow as a researcher.
Taking a step back, now I know
Reflecting on this project, this project allowed me to put my theoretical knowledge to the test on a large-scale, real-world project for Microsoft. It was my first sponsored research project, and I felt the thrill of translating my classroom knowledge into something tangible and impactful.
Nuance in Distinguishing Generations: Despite initially distinguishing between Millennials and Gen Z, our presentation didn't maintain this clarity throughout. Moving forward, I will strive to weave these distinctions consistently into every section by providing concrete examples and unique behavioral patterns for each group.
More Detailed User Paths: I recognize the importance of delving deeper into specific journey stages, as what we have currently was quite high level. I plan to incorporate detailed journey maps and case studies to show exactly where interactions succeed or fall short, next time.
Overall, this project taught me to focus more on nuances and details in my research presentations, helping me grow as a researcher.
Research Problem
In an era where instant digital gratification is not just desired but expected, Microsoft’s user feedback and engagement metrics highlighted a significant gap in it’s self-help resources, especially when engaging the youngest and most tech-savvy users, Millennials and Gen-Z. It can be noted that these younger users find the current state of the support platforms either overly complex or misaligned with their expectations of quick, efficient, and digitally native support solutions. This misalignment not only impacts user satisfaction but also affects their long-term loyalty and engagement with Microsoft products, especially when this demographic, is poised to become the predominant consumer segment.
How do Millennial and Gen-Z users interact with Microsoft’s self-help resources, and what specific improvements can be made to enhance their user experience?
Goals of the Research Project
Understanding User Interactions and Expectations:
To conduct a thorough analysis of how Millennials and Gen-Z interact with the existing self-help resources provided by Microsoft.
Identifying Pain Points and Areas of Friction:
To pinpoint specific difficulties these users face when using Microsoft's self-help resources, focusing on areas where users experience confusion, frustration, or dissatisfaction.
Generating Actionable Design Recommendations:
To develop targeted recommendations for improving the self-help interfaces and interactions to better meet the needs and preferences of younger users.
Evaluating Impact on User Satisfaction and Engagement:
To assess how the implemented changes affect user satisfaction and engagement, using both qualitative feedback and quantitative data.
What is Self help?
Self-help generally refers to resources and activities designed to assist individuals in solving problems or managing situations independently, without direct assistance from others.
In the context of customer support, self-help refers to tools and resources provided to help users resolve their issues on their own. This might include FAQs, knowledge bases, troubleshooting guides, forums, and automated chatbots.
These resources are intended to enable customers to find solutions quickly and efficiently, reducing the need for direct contact with customer service representatives. This approach not only empowers users but also helps companies scale their support efforts effectively.
“The process feels outdated—it’s just too slow, and often I end up more confused than when I started”
Gen-Z Participant from our User Interviews
Identifying ways to help Optimize the Self-Help Experience
END GOAL: Provide younger users with a streamlined
self-help experience that increases brand loyalty and resolves customer issues efficiently.
Resources are presented through consistent channels and touch-points to increase efficiency and retention.
Resources are discoverable, updated, and relevant for ease of access and reliability.
An abundance of knowledge and resources are shared and documented.
Know the target audience: The DIY Generation
Millennials and Gen-Z are independent problem-solvers with high standards for online experiences.
Tech Savvy
Higher standards for efficient and interactive experiences
Skepticism toward new technology & brand marketing
“62 percent of millennials say they would switch to a competitor after one bad customer service
experience. ...45 percent of Gen Z say the same.”
Innovative
Skilled in self- troubleshooting
Willing to explore new brands if it offers better experience
Our interviewees expressed that they would attempt self-troubleshooting and figure out work-arounds to resolve tech issues.
Socially Influenced
Seek authentic experiences, even when online
Keen on trends and peer influence
“Both Millennials and Gen Z value authenticity and transparency from the brands they interact with. They're more likely to trust companies that exhibit these qualities.”
The DIY Generation - Where do they get self help?
Why they Work?
Designed for efficiency
Sense of community established
Specific and personalized experiences
Mixed media integration
The DIY Generation - What do they look for?
Authenticity
For both Gen Z and Millennials, authenticity isn't just a preference; it's a requirement. These generations have grown up in an era of information overload, where distinguishing between genuine and misleading content has become a daily challenge. They prefer a genuine, human touch to their service. They not only want quality service but also want to feel they are being cared about as people.
Efficiency
Millennials and Gen Z prioritize fast and accurate online service, with Millennials showing less tolerance for service lapses than the more forgiving Gen Z. Both groups demand instant, precise responses and value streamlined, efficient digital interactions. Their high standards for speed and quality reflect their heightened expectations from customer service platforms.
Personalisation
This generation appreciates when brands recognize their individual preferences and tailor experiences accordingly. Offering personalized recommendations makes it feel bespoke and tailored specifically to the user's tastes and preferences.
Key SMC Platforms
Microsoft’s support services fall on three major platforms: Support, Community, and Tech Community Hubs. Each platform has unique strengths and weaknesses that make for entirely different user experiences.
Microsoft Support
Official documentation and articles on all Microsoft products
Microsoft Community
Forum-style platform where users can ask and answer each other’s questions
Microsoft Tech Community
Similar to Community except segmented into smaller hubs based on product
Takeaways from User Interviews
What should we focus on?
Enhance Microsoft's support platforms by streamlining navigation and personalizing content to improve usability and satisfaction for younger demographics.
What should we consider?
1
What Already Exists
Microsoft maintains a wide range of content, that needs to be just made more ‘visible’ so the younger generations could engage with those better.
3
Maintaining Maximum Consistency
Microsoft maintains a wide range of content for a variety of different topics, and changes may not always be applied across the board.
5
Improving response time
How can we create an optimized system to reduce support response times, ensuring users experience faster resolution and more effective interactions?
2
Maintaining a Balance
It is crucial to implement changes in the current platforms in a way that it doesn’t disrupt what already works (especially for the old users) while also catering to the needs of the younger users.
4
What May be Altered
While there may be aspects that attract a younger audience, it is important to consider what may be added while remaining within the legal/practical restrictions of Microsoft.
6
Building on Authentic Engagement
Developing genuine interactions with users that foster trust and enhance satisfaction through transparent and meaningful communication.
Suggested improvements
Improve discoverability and ease of access to existing platforms.
Increase Visibility
Personalization + Design
Consistency
Personalization + Design
Consistency
Implement Personalization Tools and create a more uniform experience.
Building Engagement
Adopt an authentic, enduring marketing strategy.
What can Microsoft do next?
Some questions that we have for Microsoft SMC Teams - on how to build user engagement.
1
How can Microsoft effectively humanize AI to build trust among users who view it negatively?
Further exploration into the integration of Artificial Intelligence in self-help systems can be studied.
This task would ideally be undertaken by a team skilled in AI, possibly with some UX researchers experienced in AI applications, to balance technological advancements with user-centered design.
2
How can Microsoft repair and strengthen its relationship with younger generations?
Initial interviews revealed that while many users are loyal to Microsoft, their loyalty often stems from necessity rather than genuine brand appreciation. Younger users, especially Gen-Z, do not share the nostalgic connection that some Millennials might feel, often viewing the brand more critically. Future research should delve into the specific grievances these generations have with Microsoft.
3
How can Microsoft effectively extend their self-help content into the broader digital space?
Considering the integral role of social media in the lives of Millennials and Gen-Z, there is a valuable opportunity to disseminate self-help content through
platforms like TikTok and Instagram Reels.
Although these platforms favor short-form content, which may not suit more complex issues, they can effectively address simpler problems. Future research should investigate optimal strategies for utilising various social media channels to enhance visibility and engagement.
Challenges we faced
1
Time Constraints
A significant challenge we faced was the limited time available, which restricted our ability to conduct extensive evaluations and develop in-depth testing.
2
Conceptual Wireframes
Due to the breadth of our research, there was insufficient time to develop fully fleshed-out user flows for comprehensive testing.
Next Steps
1
Testing and Refinement
Implement a robust strategy for testing, including A/B testing, to compare current user flows against our newly proposed wireframes.
2
Actionable Implementation Strategies
Transform our recommendations into actionable strategies that can be integrated into SMC platforms. This includes extending our existing low to mid to high-fidelity prototypes to cover more comprehensive aspects of the user journey.
Taking a step back, now I know
Reflecting on this project, this project allowed me to put my theoretical knowledge to the test on a large-scale, real-world project for Microsoft. It was my first sponsored research project, and I felt the thrill of translating my classroom knowledge into something tangible and impactful.
Nuance in Distinguishing Generations: Despite initially distinguishing between Millennials and Gen Z, our presentation didn't maintain this clarity throughout. Moving forward, I will strive to weave these distinctions consistently into every section by providing concrete examples and unique behavioral patterns for each group.
More Detailed User Paths: I recognize the importance of delving deeper into specific journey stages, as what we have currently was quite high level. I plan to incorporate detailed journey maps and case studies to show exactly where interactions succeed or fall short, next time.
Overall, this project taught me to focus more on nuances and details in my research presentations, helping me grow as a researcher.
Want to check out my other work?
Visit the Archives section!
Want to check out my other work?
Visit the Archives section!
Want to check out my other work?
Visit the Archives section!
Let's go!
🍭 By Anam Nasim @ 2024
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