Betable began to scale quickly and needed to have infrastructure to deal with the growing user base. This included a new internal admin tool that would help alleviate the customer service tickets coming in. The original admin tool was a long page full of tables and next to no navigation; it was functional but inefficient. I wanted to fix that.
Having no experience with customer service in the gaming industry, I was very curious to see what our customer service team's goal was for this product. A couple things that came up, we wanted a better interface that would help get through tickets quicker. Next was, onboarding new users. As we scaled, we'd need more customer service reps to handle tickets.
What this admin tool allowed us to do, was individually examine a player and assess their situation. This meant things like, crediting users, monitoring fraud, and monitoring behaviors to avoid any problem gamblers. It was used in conjunction with Zendesk with user inquiries and another tool that monitored suspicious user activity (fraud and problem gambling).
I began by conducting usability research, which consisted of shadowing our customer service team, tracking what they are looking at on the page, how many tickets they were able to resolve in forty five minute windows, and having new users assigned and complete tickets.
A few things I came away with, every customer service rep looked at a high level checklist. Is the user verified, what's their sift score (suspicious activity), how many cards they have on file, gambling activity, etc. These high level indicators gave the customer service reps a hint at what to look for in the tables–more granual information.
I took a lot of hints from email clients, having a panel of high level information, followed by a panel of the details, and lastly a menu of actions to complete and close out the ticket. The results included a 23% lift in completed tickets and 14% less questions asked by new users while onboarding.