byU complaint journey

UX research on how customers report a problem in a digital telco app.

Three phones showing the byU app home, help centre and topic screens

Problem: Customers reporting a weak signal went through too many questions before reaching a solution or an agent.
Role: UX Researcher and Designer (Intern)
Outcome: Four high-priority recommendations. I do not know whether they were released.
Timeline: Dec 2022 – Feb 2023

byU is Indonesia's first digital provider and a subsidiary of Telkomsel. It needed a better journey for customers submitting a complaint, and I worked on that as a UX Researcher.

walking the journey first

I started with a UX audit, going through the weak signal complaint journey myself to understand what users actually have to do.

I then ran usability tests and interviews with 5 people who met the byU user criteria. The journey split into three steps: awareness, exploration and complaint. The first two were relatively smooth, so I focused on the complaint step.

what participants told me

Insight 01

It takes too many questions to get to an agent.

Insight 02

Some needed guidance to reach the speed test feature.

Insight 03

Some did not get the solution they expected. They wanted something quicker and simpler.

Insight 04

Some felt the data collected earlier was useless once an agent took over.

how might we provide a quicker solution?

Recommendation 01 / Priority high / Effort low

show the default solution first

This step is already in the agent SOP and in the Jaringan help articles. Product team data showed 95% of weak signal complaints were solved by these steps, so people should see them from the start. The bot can give the default solution straight away and spare them the rest of the journey.

byU chat where the bot replies to a weak signal report with seven troubleshooting steps — The default solution appears as the bot's first answer

Recommendation 02 / Priority high / Effort low

reassess the 10 questions

Some of the questions matter less, because the answer can come from back-end data or is simply unnecessary. The 10 questions can come down to the 7 that matter most for this step.

Side by side comparison of the original 10 bot questions and the reduced set of 7 — From 10 questions to 7

Recommendation 03 / Priority high / Effort high

check the signal directly

For comparison, I made the same weak signal report in the MyXL app. Three things worked differently:

It refreshes the network connection directly for the number that asked for help, which is quicker.
A step confirms when the process is complete, so people understand the progress of their complaint.
People only fill in a form if the earlier steps did not solve the problem.

In the improved byU flow, the bot checks the APN setting and guides a network refresh, an officer can refresh the connection for the confirmed number, and the questions only come up if the problem is still there.

Two phones showing the bot checking the APN setting, guiding a network refresh and connecting to an officer — The bot guides a refresh first

Two phones showing an officer confirming the number and refreshing the connection, followed by the questions if the problem remains — Questions only if the problem remains

how might we provide clear guidance on the speed test?

Recommendation 04 / Priority high / Effort low

add a shortcut from the chat

The speed test was already built into the app, but users did not know about it or where to find it. I added an entry point inside the chat that takes people straight to the speed test page.

Before and after of the speed test question, with a new link to the speed test inside the chat message — The question now links to the speed test. Personal details are hidden.

where it stands

This was research and recommendations from my internship. I do not know whether they were released, so I have no results to show.

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