Neff conducted a comprehensive UX audit to review the chat service and its pain points. The audit included user personas, to better understand users and chat operators and pinpoint their motivations and goals, journey maps to help document user interactions from start to finish and identify communication gaps, and a service blueprint detailing each step of the user’s journey. Based on this research into the user’s process and needs, Neff outlined recommendations for improving interactions in a detailed set of interaction guidelines.
In tandem with the UX audit, Neff’s social media team ran a competitive analysis of relevant social platforms and created a moodboard for promotional efforts. Based on these findings, Neff created social media graphics that would effectively represent the CWAL brand and educate users on the service in order to drive participation.