ChowNow
Support Chat
The CX team faced a challenging situation with viewers repeatedly harassing the team with ChowNow's support bot, creating friction in the user experience and impacting overall customer satisfaction. In response, I designed a neutral, brand-aligned bot that maintained professionalism and helped restore a smooth, positive interaction for users.
Result: After its release, the team was happy to report that harassment lessened by at least 10%.
My role
Lead Designer
Stakeholders
Customer Support Team
Team
Producer
Year
2022
Challenges
01: Since Salesforce supported the support chat, ChowNow used the default design. The integration had many restrictions such as I could not use any typefaces other than Arial or Roboto.
02: The team was experiencing unpleasant exchanges with customers. They asked me not to use customer reps' names and personalized avatars to protect the team since that was the crux of the issue.
After research and iterations, I created a more neutral avatar as well as redesigned the UI to be more aligned with ChowNow’s brand.
Based on team feedback, the avatar was intentionally designed without a smile to avoid appearing insensitive or taunting, particularly when addressing customers who may already be experiencing frustration.
The takeaway
What I loved about this redesign was that I learned a great deal from our customer support team after asking further questions about their experiences. Asking questions helps solve problems and elevate user experience.
Refresh Design
Chat in Action
Visual System
As part of ChowNow’s 2024 rebrand, I reimagined the chat support experience by transforming the bot into a brand ambassador, using ChowNow’s logo to create a neutral, professional, and on-brand presence that resonates with users.