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C L I E N T

Business Messaging Outcomes

R O L E

Product Designer

T E A M

People Growth Team

Product Design Manager

Product Manager

Engineer

Product Designer

Content Desginer

Solutions Lead / Paige Cameron

Project Manager / Emma Khater

Thread responsiveness

O B J E C T I V E 

Responsiveness indicators are one of the main growth levers on a business messaging thread. However, customers are uncertain if and when a business will respond in the chat. We want to improve responsiveness signals on the thread null state and in-thread state for businesses with varying response rates, to better set expectations with customers on their availability. We want to increase user thread initiation and user retention on the messaging platform.

A P P R O A C H

By narrowing down the signals to a few responsive and availability scenarios for businesses, we integrated cues to communicate expectations for different response rates. A responsiveness icon, 'replies in' subtext, contextual banner, 'Active' subtext, as well as 'Automated messages' subtext helped to set more transparency, and foster a trustworthy interaction when initiating a message.

DISCOVERY

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ARCHETYPES

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CONSIDERATIONS

How Might We

Add value to the existing responsive signals to help increase thread initiation

How Might We

Scale the signals to various response rates and business availability

How Might We

Set realistic expectations for customers and businesses to increase retention

CONCEPT ITERATIONS

Responsiveness by time of day

Bottom sheets

Responsiveness by average response rate and time

Banners

Responsiveness badging

Bot icons

DESIGN PRINCIPLES

1

Simplicity

To reduce cognitive load with multiple signals, and avoid redundancy with repeating content

2

Relevancy

To give additional context when a business is unavailable, and use visual cues strategically which aid in adding value

3

Scalability

To be consistent with patterns across API and Non-API enabled null states, and across scenarios

4

Transparency

To set realistic expectations with users about availability and response times

UI PRIORITIZATION

SCENARIOS

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How responsive is this business?

  • Instantly

  • Very responsive (within minutes)

  • Responsive (within hours)

  • Slow to respond (days or more)

  • Not responsive

Is this business active or away?

  • Active

  • Away during typical active hours

Does this business use automation?

  • When replies are instant

CONDITIONS MATRIX

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DESIGN SOLUTIONS

Active

Automated, instant replies

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Null state

Slow to respond, replies in days

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Null state

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In-thread

Away

Responsive, Away

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Null state

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In-thread

REDLINING

VISUAL / PRODUCT DESIGNER

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