Reducing Support Tickets by 10% with Chat Message
Reducing Support Tickets by 10% with Chat Message
Reducing Support Tickets by 10% with Chat Message
I redesigned Alice’s mobile chat to solve one of the product’s top three pain points, cutting chat-related support tickets by 10% and improving NPS. What began as a simple UI revamp became a strategic initiative that reduced time-to-value (TTV), increased adoption and retention, and drove revenue growth through both new sales and upsells.
I redesigned Alice’s mobile chat to solve one of the product’s top three pain points, cutting chat-related support tickets by 10% and improving NPS. What began as a simple UI revamp became a strategic initiative that reduced time-to-value (TTV), increased adoption and retention, and drove revenue growth through both new sales and upsells.
I redesigned Alice’s mobile chat to solve one of the product’s top three pain points, cutting chat-related support tickets by 10% and improving NPS. What began as a simple UI revamp became a strategic initiative that reduced time-to-value (TTV), increased adoption and retention, and drove revenue growth through both new sales and upsells.
Date:
July, 2025
Client:
Alice by Actabl
Services:
Web Design
UI/UX
What is Alice by Actabl?
Actabl is a hospitality tech company that helps hotels run more smoothly and deliver standout guest experiences.
One of its key products, Alice, is used every day by front desk agents, concierges, and housekeeping teams.
Alice helps hotel staff:
Manage requests with ease
Stay coordinated across teams
Ensure guest needs are handled quickly and professionally
About the Project
The roadmap only called for a UI update with our new Design System, but I saw an opportunity to go further. By analyzing user feedback, NPS data, and behavior sessions, I realized that missing chat features were creating inefficiencies and driving support tickets. I proposed targeted improvements — separating guest and staff chats, adding media sharing, and enabling message forwarding. What could have been just a UI revamp turned into a research-driven initiative that made chat easier to use, cut support costs, and helped drive revenue growth.
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Who I was Designing For
Who I was Designing For
Who I was Designing For
Julie works at the front desk, and she’s the go-to person for guests — whether it’s changing a reservation, finding a lost item, or coordinating with housekeeping. Her job is to deliver exceptional service with empathy and professionalism while keeping staff aligned to avoid miscommunication. At the end of the day, her goal is simple: happy guests and glowing hotel reviews.
Julie works at the front desk, and she’s the go-to person for guests — whether it’s changing a reservation, finding a lost item, or coordinating with housekeeping. Her job is to deliver exceptional service with empathy and professionalism while keeping staff aligned to avoid miscommunication. At the end of the day, her goal is simple: happy guests and glowing hotel reviews.
Julie works at the front desk, and she’s the go-to person for guests — whether it’s changing a reservation, finding a lost item, or coordinating with housekeeping. Her job is to deliver exceptional service with empathy and professionalism while keeping staff aligned to avoid miscommunication. At the end of the day, her goal is simple: happy guests and glowing hotel reviews.
Julie
Front Desk Clerk
Julie
Front Desk Clerk
Julie
Front Desk Clerk
Timeline
1.5 weeks
Discovery
Explored the problem through research — analyzing user feedback, NPS responses, and behavior sessions. Identified chat as a top 3 pain point and uncovered opportunities beyond the roadmap.
1.5 weeks
Discovery
Explored the problem through research — analyzing user feedback, NPS responses, and behavior sessions. Identified chat as a top 3 pain point and uncovered opportunities beyond the roadmap.
1 week
Define
Turned insights into clear problem statements and prioritized opportunities by impact and development effort. Some features (like group chat, broadcast, and translation) were mapped as future improvements to ensure scalability.
1 week
Define
Turned insights into clear problem statements and prioritized opportunities by impact and development effort. Some features (like group chat, broadcast, and translation) were mapped as future improvements to ensure scalability.
1 week
Design
Created user flows, wireframes, and prototypes that focused on clarity, efficiency, and scalability. Proposed improvements like guest/staff separation, media sharing, and message forwarding.
1 week
Design
Created user flows, wireframes, and prototypes that focused on clarity, efficiency, and scalability. Proposed improvements like guest/staff separation, media sharing, and message forwarding.
2-3 weeks
Iterate
Worked closely with stakeholders and tech leads to refine prototypes, delivering what was needed in the short term while keeping scalability in focus to ensure the solution lasted.
2-3 weeks
Iterate
Worked closely with stakeholders and tech leads to refine prototypes, delivering what was needed in the short term while keeping scalability in focus to ensure the solution lasted.
Discovery
1.5 weeks
Explored the problem through research — analyzing user feedback, NPS responses, and behavior sessions. Identified chat as a top 3 pain point and uncovered opportunities beyond the roadmap.
Define
1 week
Turned insights into clear problem statements and prioritized opportunities by impact and development effort. Some features (like group chat, broadcast, and translation) were mapped as future improvements to ensure scalability.
Design
1 week
Created user flows, wireframes, and prototypes that focused on clarity, efficiency, and scalability. Proposed improvements like guest/staff separation, media sharing, and message forwarding.
Iterate
2-3 weeks
Worked closely with stakeholders and tech leads to refine prototypes, delivering what was needed in the short term while keeping scalability in focus to ensure the solution lasted.
Design Challenge
Design Challenge
Although staff could chat with guests on mobile, the experience was outdated and missing basic features expected in any modern messaging app. Without photo/video sharing or message forwarding, staff had to rely on messy workarounds like copy-paste hacks. This didn’t just slow them down — it created more support tickets, frustrated guests waiting on answers, and put pressure on retention and revenue.
Although staff could chat with guests on mobile, the experience was outdated and missing basic features expected in any modern messaging app. Without photo/video sharing or message forwarding, staff had to rely on messy workarounds like copy-paste hacks. This didn’t just slow them down — it created more support tickets, frustrated guests waiting on answers, and put pressure on retention and revenue.
Timeline
1.5 weeks
Discovery
Explored the problem through research — analyzing user feedback, NPS responses, and behavior sessions. Identified chat as a top 3 pain point and uncovered opportunities beyond the roadmap.
1.5 weeks
Discovery
Explored the problem through research — analyzing user feedback, NPS responses, and behavior sessions. Identified chat as a top 3 pain point and uncovered opportunities beyond the roadmap.
1 week
Define
Turned insights into clear problem statements and prioritized opportunities by impact and development effort. Some features (like group chat, broadcast, and translation) were mapped as future improvements to ensure scalability.
1 week
Define
Turned insights into clear problem statements and prioritized opportunities by impact and development effort. Some features (like group chat, broadcast, and translation) were mapped as future improvements to ensure scalability.
1 week
Design
Created user flows, wireframes, and prototypes that focused on clarity, efficiency, and scalability. Proposed improvements like guest/staff separation, media sharing, and message forwarding.
1 week
Design
Created user flows, wireframes, and prototypes that focused on clarity, efficiency, and scalability. Proposed improvements like guest/staff separation, media sharing, and message forwarding.
2-3 weeks
Iterate
Worked closely with stakeholders and tech leads to refine prototypes, delivering what was needed in the short term while keeping scalability in focus to ensure the solution lasted.
2-3 weeks
Iterate
Worked closely with stakeholders and tech leads to refine prototypes, delivering what was needed in the short term while keeping scalability in focus to ensure the solution lasted.
My Findings
My Findings
My Findings
My Findings
Design Opportunities
Through research, I identified consistent chat-related pain points that created inefficiencies for staff and impacted user satisfaction. These findings opened opportunities to:
Differentiate guest and staff chats to reduce cognitive load.
Differentiate guest and staff chats to reduce cognitive load.
Enable photo and video sharing directly in conversations.
Enable photo and video sharing directly in conversations.
Forwarding messaging feature to replace manual copy-paste.
Forwarding messaging feature to replace manual copy-paste.
Add features like “mark as unread” and spellcheck.
Add features like “mark as unread” and spellcheck.
Map future enhancements such as group chat, broadcasting, and translation.
Map future enhancements such as group chat, broadcasting, and translation.
Impact on Business
The redesign reduced chat-related issues by 10%, boosted NPS, and strengthened client retention. By cutting support workload and letting staff get value from chat faster — without messy workarounds like copy-paste hacks — it reduced time-to-value (TTV), strengthened adoption, and lowered churn risk. This faster path to value made the product more appealing to new customers and opened the door for upsells, turning a usability fix into measurable revenue growth.
Prototype
Prototype
Prototype
Prototype
Walk Through the Solution
Walk Through the Solution
I redesigned the mobile chat with clarity, simplicity, and efficiency in mind, keeping staff needs at the center. The new experience is modern and reliable, helping teams manage their daily tasks with less effort and respond to guests faster and more effectively.
I redesigned the mobile chat with clarity, simplicity, and efficiency in mind, keeping staff needs at the center. The new experience is modern and reliable, helping teams manage their daily tasks with less effort and respond to guests faster and more effectively.
I redesigned the mobile chat with clarity, simplicity, and efficiency in mind, keeping staff needs at the center. The new experience is modern and reliable, helping teams manage their daily tasks with less effort and respond to guests faster and more effectively.
Chat Tabs
Forward Message
Send Photos
Prototype Demo
Prototype Demo
Made with Figma Make
Outcome
Outcome
Outcome
Outcome
Growth Points
Proactivity creates impact
Going beyond the UI roadmap and digging into research, I uncovered opportunities the business hadn’t accounted for.
Proactivity creates impact
Going beyond the UI roadmap and digging into research, I uncovered opportunities the business hadn’t accounted for.
Proactivity creates impact
Going beyond the UI roadmap and digging into research, I uncovered opportunities the business hadn’t accounted for.
Proactivity creates impact
Going beyond the UI roadmap and digging into research, I uncovered opportunities the business hadn’t accounted for.
Small improvements matter
Features like message forwarding or media sharing, though simple, had a big effect on staff workflows and satisfaction.
Small improvements matter
Features like message forwarding or media sharing, though simple, had a big effect on staff workflows and satisfaction.
Small improvements matter
Features like message forwarding or media sharing, though simple, had a big effect on staff workflows and satisfaction.
Small improvements matter
Features like message forwarding or media sharing, though simple, had a big effect on staff workflows and satisfaction.
Balance ambition with reality
Mapping future ideas (like group chat and translation) taught me the value of phasing solutions without losing sight of scalability.
Balance ambition with reality
Mapping future ideas (like group chat and translation) taught me the value of phasing solutions without losing sight of scalability.
Balance ambition with reality
Mapping future ideas (like group chat and translation) taught me the value of phasing solutions without losing sight of scalability.
Balance ambition with reality
Mapping future ideas (like group chat and translation) taught me the value of phasing solutions without losing sight of scalability.
Business alignment is key
Connecting design decisions to NPS, support tickets, and user feedback made it clear how design creates real impact for the company.
Business alignment is key
Connecting design decisions to NPS, support tickets, and user feedback made it clear how design creates real impact for the company.
Business alignment is key
Connecting design decisions to NPS, support tickets, and user feedback made it clear how design creates real impact for the company.
Business alignment is key
Connecting design decisions to NPS, support tickets, and user feedback made it clear how design creates real impact for the company.
Prototype Demo
Made with Figma Make