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FAB.COM




          Jordan Gould
            DRTL 4070
   Test the implementation of a live chat feature
    into Fab’s customer support options, which
    currently only include email and telephone.
   If customers prefer to use live chat versus
    email or telephone.
   If there are other things users would like to
    have available when it comes to the site’s
    customer service.
   What would be the most effective placement
    for a live chat option.
   What a user expects from a live chat option.
   Existing customers
    ◦ Important that existing customers feel comfortable
      using the new feature. Can identify existing
      customers attitudes towards the new feature.
   Potential customers
    ◦ Potential customers are more likely to use support,
      because they are not as familiar with the website,
      so they will also be an important part of the study.
   Mostly female, less than 18, income between $0-$50k, African American,
    Asian, and Hispanic.
   Is it easy for the customer to find and use the live
    chat?
    ◦ Success = Yes it is!
   When a customer is presented with a problem,
    will the user choose to use live chat before email
    or telephone?
    ◦ Success = Yes they will!
   Does the customer feel as if their problem is
    resolved more efficiently with live chat compared
    to email or telephone?
    ◦ Success = Yes they do!
   How might this feature influence brand loyalty?
    ◦ Success = Positively!
   Conversion rate
    ◦ If our customers have an instant and easy way to
      resolve their problems, then they are more likely to
      continue using the site and ultimately make
      purchases. If customers can’t resolve their
      problems in a timely manner, they leave!
   Increase return visitors
    ◦ Live chat should offer a faster way to resolve
      customer issues, therefore enhancing the
      customer’s experience, creating positive attitudes
      towards the website, and increasing chance of a
      return visit.

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Usability test

  • 1. FAB.COM Jordan Gould DRTL 4070
  • 2. Test the implementation of a live chat feature into Fab’s customer support options, which currently only include email and telephone.
  • 3. If customers prefer to use live chat versus email or telephone.  If there are other things users would like to have available when it comes to the site’s customer service.  What would be the most effective placement for a live chat option.  What a user expects from a live chat option.
  • 4. Existing customers ◦ Important that existing customers feel comfortable using the new feature. Can identify existing customers attitudes towards the new feature.  Potential customers ◦ Potential customers are more likely to use support, because they are not as familiar with the website, so they will also be an important part of the study.
  • 5. Mostly female, less than 18, income between $0-$50k, African American, Asian, and Hispanic.
  • 6. Is it easy for the customer to find and use the live chat? ◦ Success = Yes it is!  When a customer is presented with a problem, will the user choose to use live chat before email or telephone? ◦ Success = Yes they will!  Does the customer feel as if their problem is resolved more efficiently with live chat compared to email or telephone? ◦ Success = Yes they do!  How might this feature influence brand loyalty? ◦ Success = Positively!
  • 7. Conversion rate ◦ If our customers have an instant and easy way to resolve their problems, then they are more likely to continue using the site and ultimately make purchases. If customers can’t resolve their problems in a timely manner, they leave!  Increase return visitors ◦ Live chat should offer a faster way to resolve customer issues, therefore enhancing the customer’s experience, creating positive attitudes towards the website, and increasing chance of a return visit.