FAQ
Process flow
User flow
Updated FAQ
Translations
Company
Western Union offers one of the leading money transfer services in more than 130 currencies through its 500,000 agent locations worldwide. Western Union also helps people send money online through their website and app.
Project background
We had just launched a new Send online, Pay in-store service, and we needed to add information about that new service to our existing FAQ page.
We also decided to rewrite the page copy to soften our tone. Our FAQs were written in a formal tone and voice, making Western Union sound insensitive and lacking empathy for our customers when FAQs should be about helping and supporting them.
Challenges
The existing copy was too long and detailed and ended up confusing our customers. The challenge was to provide the information the customer was looking for while keeping it clear and short.
Our FAQs used to describe a step-by-step process, but they ended up missing other relevant information that could be useful to our customers.
Finally, some services already had dedicated pages. When rewriting this copy, I should avoid redundancies and duplicating existing FAQ content.
My role
- Brainstorming
- FAQ Content strategy
- FAQ audit
- FAQ copywriting
- FAQ copy lead
Date
March 2020
Team
- UX researcher
- Product owner
- Designer
- Developper
Tools
- User empathy interviews
- Competitive research
- FAQ audit
- A/B testing
Process
Brainstorm
Our team met to brainstorm about how to make our FAQs more valuable to our customers. What content would be even more useful to them beyond just a step-step process description?
User empathy interviews
We conducted user empathy interviews to find out what type of information customers would like to find in the FAQs and identify their pain points.
Competitive analysis
I conducted a competitive analysis to learn about new FAQ content trends and see how our competitors improved their FAQs.
FAQ audit
I also conducted a content audit on our FAQ pages to ensure the new FAQ wouldn’t duplicate existing content.
Usability testing
We conducted usability testing to validate the content and make sure it matched our customers’ needs and aspirations.
Solutions
Customer intent
Through user interviews, we found out what was our customers’ intent when visiting FAQs. When searching for how to send money online, they wanted to know how to save time. My copy should guide them through our services and help them save time when sending money.
Empathy message
Based on user empathy interviews, we were able to understand our customers’ pain points better and put ourselves in their shoes. I rewrote the copy to convey the message that we emphasized with them and understood their pain points. I also made the tone friendlier and more conversational while adhering to Western Union’s voice and tone principles.
Benefits to the consumer
To help our customers decide which service would best suit their needs, I included in my copy not only the step-by-step process but also customer’s benefits.
Tips
I also included tips to save our customers’ time, for example, how to resend a money transfer to the same person and how to save receivers information for next time.
Impact
I explained not only how to make a change but also how that change would affect our customers. For example, I let them know that after their first transfer, their WU account would be activated, and they’d start earning reward points.
Easy to maintain content
To improve efficiency, I avoided references to UI elements like “click on the pencil icon,” or “click on the button on the center of the page” to make sure the FAQ wouldn’t get outdated every time we update our UI elements or design.
Results
- Increased completed money transfer especially for new service
- Reduced calls to Customer Service
- Improved Western Union brand image
