Messaging system for resolving issues
About
Context: Users have issues with their accounts that prevent them from getting paid. They were largely unaware of these issues and couldn’t figure out how to resolve them. Additionally, customer care and operations didn’t have a consistent way of messaging about holds or other account issues.
Goal: Inform users of issues and connect them with task needed to resolve. Give care and ops teams a system for messaging issues to users.
Strategy
Designed a multi-channel messaging system to notify users of issues and provide them with a path to resolution.
Impact:
Over 20% increase in number of users with complete payment accounts within 6 months
Reduced amount of issues, resulting in a $20 million increase in payments received by users during second half of 2022
Services
Product strategy, product and content design, microcopy, content audit, privacy and compliance, localization
Developed principles and framework
Created a prioritization framework and product principles to guide this work and ensure the system could be scaled across Meta. Worked with support teams to understand their POV and needs and incorporate into framework.
Designed concise, consistent messaging
Optimized for effectiveness
Leveraged data to inform channel strategy, focusing on surfaces and channels where payment-related actions are most-commonly completed.
Added incentives
By adding in the amount of money that might be left on the table if the user didn’t complete action, task completion was increased by ~15%.
Built in recurrence
Worked with support teams to prioritize risk-related holds, which accounted for more than 30% of total issues. To help these users and reduce the complexity, I created a framework for recurring notifications in multiple channels (email, in-product, and mobile notifications) and for different types of users (individuals and businesses).