Overview
PhonePe users often raise help tickets for issue resolution, typically landing on text-heavy pages with step-by-step solutions. In one of our experiments, we found that issue resolution videos were far more effective, improving metrics significantly.
As a result, we focused on converting the most common issues into fast, simple, and easy-to-understand videos.
My Role
My role involved collaborating with the CX team to identify the issues generating the highest volume of tickets, enabling me to focus on creating the high priority videos. I handled the entire video production process, from storyboarding to the final output and animation, using existing illustration assets and coordinating with in-house illustrators for additional elements.
Before Petris System
Before introducing the Petris Illustration system, the CX videos relied on Shutterstock assets, which I downloaded and animated to create the videos.
After Petris System
After the Petris Illustration system was introduced, I primarily used Petris MOVE to streamline video production, especially for character animations, which saved both time and effort. You can learn more about the Petris MOVE rig here.
Regional Languages
The introduction of visually-driven issue resolution videos significantly reduced escalation calls. We also saw an additional spike in overall metrics when localized videos were introduced, allowing users to access content in their regional languages.
PhonePe EDC Devices FAQ
Following the CX video guidelines I established for PhonePe, we extended this approach to the merchant side, creating videos for PhonePe devices as well.
Approach
With the success in reducing escalation calls, we aimed to scale video production across the app. However, this became challenging with our in-house team, so we partnered with an agency. I provided them with detailed design and motion guidelines, along with the Petris MOVE library. I worked closely with the agency on the first few videos to ensure the desired output and set the right direction.
Impact
The CX video initiative was highly successful in reducing escalation calls and enhancing the overall app experience. We received positive user feedback through the FAQ pages' ratings, with many users reporting that the videos were helpful.
