Report a
problem
As one of my early projects as an IC content designer, I had to rethink a small but hugely impactful piece of content - The entry point to start filing a dispute with PayPal - "Report a problem"
Business objectives
-
The primary goal was to address discoverability issues and create a clear entry point for consumers who came to PayPal to report an issue with their purchases.
-
Make the entry point unique for users to identify and understand that this is the starting point of their disputes journey.
-
Reduce drop-offs, contact rates, and operational expenses associated with disputes by offering them a self-service model with the right entry point language.
-
Make it easy and simple for consumers with the right verbiage.
Impact
-
Users were able to file the right type of dispute by having a clear entry point.
-
The new language helped users clearly understand that this was the entry point for reporting issues on a particular transaction.
-
We replicated the same language across the PayPal platform -
-
Activity or transaction details page,
-
Help center, FAQs,
-
Emails, notifications,
-
Dispute-related videos,
-
Resolution Center landing page
-
In customer service SOPs.
-
The legacy experience (pain points)
We had discoverability issues with users unable to understand where they had to go to file a dispute. This led to an increase in calls or contacts for PayPal.
Foundational work
Competitor Analysis/Data from research
To start with, I conducted a competitive analysis of the most common terminology and verbiage used across the industry.
I tried to understand the different ways consumers approach issues and the terms they use to report a dispute or complaint. I listened to customer calls with agents, and also got insights from existing research.
Apple
Chase
Journey mapping
The core team drew all possible journeys and entry points for a consumer to come onto the PayPal platform to file a dispute. That was done to make sure that the verbiage I was going to come up with suited all surfaces.
Content Strategy
Key language considerations
As I did my analysis, I also listed the key language and terminology aspects I'd have to consider.
For example, a research study showed us that the word "dispute" had a negative connotation for users. That sounded like they were involved in a battle with the merchant. Considering the heightened emotional state of the user while reporting issues, I consciously avoided such negative terms.
Voice and tone
The primary goal with the tone was to bring in clarity with simple and helpful language. The language was focused on the "action" the user wanted to do with PayPal,i.e, to report an issue and get help.
Iterations to suit multiple surfaces
To make sure the entry point language fitted into all the surfaces we had in scope, I did multiple iterations of the content. Here are some examples,
-
Report an issue
-
Issue with a payment
-
Report a transaction
-
File a case
Current experience
On the Activity or transaction details page
On disputes help videos
Resolution Center Landing page
Help articles
