Removed friction for customers and agents, Unifying Help Moments at Super-App Scale
Behind every support reach was confusion, frustration, and operational costs. I led research-to-release redesign of a multi-brand help desk across app, WhatsApp, email, and agent tools.
2 releases in 12 months, led to
28% to 63%
Improved NPS
23% Increase
Engagement with FAQ
7.5% to 0.9%
Dropped customer contact rates
Overview
Tata Neu serves 60M+ users across 18+ brands with a central help desk that became the default destination for all support, regardless of where issues originated.
The redesign unified self-serve, live-agent, and escalation across channels, aligning UX, ops, and tooling to reduce customer effort and build trust at scale.
Timeline
2022-2023
Team
Product, Research & Engineering
Context
Support demand outpaced systems: Freshdesk-powered chat, generic agent pools, siloed brand data, and a help entry designed for loyalty, not service-strained resolution quality.
Multiple leadership transitions, vendor teams, and a maturing design system required clear vision, scoped delivery, and repeatable patterns across channels.
Problem
Customers lacked visibility into progress and ownership, repeated themselves across channels, and faced slow, generic responses with confusing IVR/chat flows.
Agents juggled multiple tools and repetitive ticket inputs amid malfunctioning tags and fragmented knowledge, slowing time to resolution.
Older Built from April 2022
Help moments are critical. A bad help moment makes a frustrating experience even worse, while getting the help moment right can build lasting trust between a company and a human.
What Customers Hear
We are trying to get it resolved at earliest
What Agents are doing
Creating/Sharing tickets
+ Handoffs
What Customers Wants
Certainty, Definitive answers & Meaningful Assurance
Unmet Needs & Opportunity Areas To Solve For
Prioritising CX Goals Across Business Impact
Avoiding
Repetition
Customers not having to repeat themselves.
Agents not doing things again and again
CX + Agent Efficiency
CUSTOMER SATISFACTION
Moving from Human- Dependance to Self-Serve
Follow-up on the status/resolution of the previously raised issues.
Relevant, and Personalized IVR/BOT menu options
Speed + Scalability
SELF SERVE
Removing Tech and Operational Friction
Efficient, accurate, and errorless ticket creation process
Prioritization and escalation of issues for operational efficiency.
Accuracy + Ops Flow
RESOLUTION TIME
Avoiding Customer Repetition
Integrating Notifications
Reduce user Drop-off and support fatigue
Avoiding Agent effort Repetition
Automating selections within ticket creation
Removing repeat follow-up and coordination with brands + customers
Removing Operational Friction
Clarity and Control: Customers Know What’s Happening
Designed for emotional reassurance through proactive updates and timely escalation options
Human-Dependance to Self-Serve
Brand-Led FAQs for Faster Self-Serve
FAQs were structured around brand recall, not categories, based on user behaviour.
Human-Dependance to Self-Serve
Contextualised IVR & Chat for Issue Resolution
Structured flows to reflect common issue types and infused bot conversations with known user data.
Improving third party tools
Streamlining Whatsapp Bot Communications
Key Impact Areas
2 releases in 12 months, led to
28% to 63%
Improved NPS
23% Increase
Engagement with FAQ
10:42 to 7 Mins
Chat All Time High Reduced
7.5% to 0.9%
Dropped customer contact rates for Credit Card, Insurance & Personal Loan
