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Designing for addressing customer grievances

Type of Project Hackathon Project
Role UI/UX Designer, Frontend Developer
Date November, 2017

About the Project

Assist.ly was a project we came up with at a hackathon last year. We were a team of 3 members (Himanshu Shekhar and Madhurjya Pegu, being the other two), I was responsible for the design and front-end development of the product.

Assist.ly aims to reduce the problem of reputation degradation for consumer-facing organisations by monitoring Facebook posts. Using natural language processing and machine learning algorithms, the platform analyse comments on a Facebook page and classify them into different categories (payment issue, the delivery problem etc), and extract relevant entities.


These were some of the comments I found on a single post on Flipkart’s Facebook page. Majority of the comments on their Facebook posts were consumer complaints.

These days, customers often use social media platforms like Facebook, Twitter etc. to register their complaints by directly commenting on their posts. These Facebook posts/comments which talk about their issues(often in a negative way) results in negative publicity and a cynical image of the seller.

Problem Storyboard


Support staff:



We brainstormed and decided to create an AI-based platform that monitors the client’s Facebook and Twitter feed to fetch negative comments from the Facebook or Twitter page, sorts them into a category (using NLP) and assigns them a priority(based on the number of likes, views, and reactions). The higher the virality of the comment, the higher is the priority given to that issue. We also decided to give the user a unique tracking link to track the status of his/her issue.

Problem Storyboard


I always create some rough sketches on paper before creating a high fidelity mockup so as to get a clear idea of what I am making. It also allows to quickly brainstorm different approaches to a single problem.

Rough Sketches for the support dashboard I came up with

I decided to go with the 3 tabbed layout since it allows to quickly communicate with the users and you can instantly shuffle between different types of issues.


Main Dashboard

Dashboard that the support staff sees

The 3-tab layout allows the staff members to quickly filter through the issues by priority as well as by the type of the issue. Additionally, I used colour to categorise the issues in different priorities. Red for high priority and yellow for low priority issues.

The support staff can directly reply to the comment from the dashboard. The reply gets posted to Facebook.

Once a comment is selected, the platform focusses on that particular issue, and a chat box to communicate with and update the consumer, pops up. The order ID and the priority are fixed at the top of the chat box, to allow the staff member to quickly access it while communicating with the other departments.

The support team can also delete the comment if it’s a spam message. Once the issue is solved, by simply clicking the check button, the issue moves to the archived tab and an automated reply goes to the consumer that his issue has been resolved.

Other Screens

The consumers will get a unique link to track their issue. They can see the status of the issue and track how it moves.
The consumer can provide feedback based on the type of the service received.

Closing Thoughts

Since we had only 16 hours, the design is not optimal and still needs changes, one of them being, the absence of customer feedback on the support staff dashboard. I have to still think how to allow the staff to assign the issues to particular individuals. But still things ended well & we won the first prize. 🎉