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.
Timeline
2022- 2023
Team
Product, Research & Engineering
Contributions
Design Strategy, Research, UX
2 releases in 12 months, led to
28% to 63%
Improved NPS
7.5% to 0.9%
Dropped customer contact rates
23% Increase
Engagement with FAQ
OLDER BUILT / April 2022
PROBLEM
No status, no owner
People waited days with no clear update, who owned the case, or when it would be fixed, which hurt trust and triggered escalations.
Lost context in automation and routing
Bot/IVR put users in loops, one agent pool handled many brands, and urgent issues were not triaged.
Agent tools slow and brittle
Agents juggled many tabs, re‑entered the same details, and tags broke—slowing resolution and causing errors.
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.
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.
Context
Support demand outpaced systems: third party 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.
Insights from studying various transcripts and data analytics
350+
Chat & Email Transcripts
30+
Call Recordings
300K+
Ticket Data &
Funnel Behaviour
43%
Complaint
31%
Inquiry
17%
Request
9%
Follow Up
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
What my Teammates said
Ankur Sardana
Design Manager, Tata Digital
Milind Agrawal
Project Manager, Tata Digital