MPL — Customer Support Optimization

Product Designer on

MPL — Customer Support

Design Note

One of the most frustrating aspects for our players was the ticket resolution time, particularly in high-stakes games. Long turnaround times and excessive agent intervention negatively impacted trust and led to player churn. Our task👏🏾 was to streamline issue resolution👏🏾, reduce dependency on agents👏🏾, and cut down response times👏🏾 while maintaining trust, transparency, and a seamless player experience.

UX Design

Facelift

Gaming

Client

Mobile Premier League

Industry

Real Money Gaming
‍

Customer Support Experience Growth

Primary Responsibilities 💅

• Identifying fall-offs and pain points in user flow through customer research and interviews

• Proposing and rebuilding the user flow, creating wireframes, and prototyping final screens for proof of concept

• Collaborating with developers to ensure seamless integration from concept to execution

Target Users🤳🏻

Gamers on MPL Pro are majorly from tier 1, tier 2 & tier 3 cities in India & can be split into four pools based on Daily Spending-
‍
• Very High Roller: INR 5k-10k & above
• High Roller: INR 1k-5k
• Mid Roller: INR 100-1k
• Low Roller: INR 1-100

Team👷🏻

1 Designer
1 Illustrator
1 Product Manager
2 React Devs
1 QA

Project Impact

40%

Reduction in CS tickets in casual games

33%

Reduction in CS tickets in front runner card games like Rummy & Call Break

This Feature roll-out has 3 Parts — 👇🏽 Tap to skip to a specific part here

Ticket System

Issue Categorisation

Automation

User Flow

Part 01 — Ticket System

The team designed ✍🏽 a step-by-step, robust ticket management system with real-time status tracking, enabling players to monitor their issues effortlessly. An important design goal for me was CVC - Clear Visual Cues 🤩 to help foster transparency, making users feel assured about the app's reliability and commitment to helping them.

Sketches

I designed the Ticket Component as well as a Ticket View, the goal was to create an interface that prioritized clarity. Key identifiers—such as date, status, game category, technical issue type, & CVC Clear Visual Cues 🤩 — were carefully prioritized to surface P0 issues upfront, ensuring users immediately saw what mattered most.

Tags

Visual indicators like color-coded statuses and game category icons provided instant recognition, reducing cognitive load. It helped a player take quick actions based on callouts, minimizing decision fatigue during an already stressful moment in their journey.

Ticket Component Architecture

Balancing information density was crucial. I kept the design clean and intuitive by leveraging progressive disclosure principles and presenting essential details upfront. The selected Ticket was cleaner & straightforward. The screen scroll-to-ticket height ratio was fine-tuned to maintain visual hierarchy, ensuring the interface felt spacious and not cluttered, even with multiple open tickets.

Final Design

The screen scroll-to-ticket height ratio was fine-tuned to maintain visual hierarchy, ensuring the interface felt spacious and not cluttered, even with multiple open tickets.

Part 02 — Issue Categorisation

We implemented Issue Stacking to effectively classify and route issues to the right CS teams, along with an improved FAQ section for quick access to relevant solutions. This enabled us to identify recurring problems, track patterns, and address backend fixes more efficiently, often eliminating the need for tickets.

We aimed to enable players to classify their concerns through a structured selection process. Previously, players raised tickets without clear guidelines, which led to time-consuming back-and-forth with agents. By adding contextual prompts in the ticket submission flow, we enabled players to select appropriate categories and subcategories for their issues.

Issue to Ticket Flow

This improved efficiency for both players and internal teams. 🥳
We understood how issues were perceived and resolved and fixed backend problems proactively.

As agents, one could focus🤺 on determining and directing issues faster as tickets came pre-loaded with key details. As customers, players got improved and efficient TAT in closing a ticket. Additionally, this eliminated duplicate tickets by clarifying open issues upfront.

FAQs - Before & After

We restructured the FAQs to provide players with relevant solutions at critical moments, often allowing them to skip submitting a ticket. When reaching customer support, players are usually frustrated and seeking quick answers. Long vertical FAQ pages made it harder to find information, leading to higher abandonment rates. By converting the FAQs into bite-sized, horizontally scrollable sections, we made key answers easy to scan. This change reduced cognitive load and created a smoother, frustration-free support experience.

The result? A smoother experience for players, faster resolutions for support, and a system built on trust, clarity, and scalability.

Part 03 — Automation 🤖

I wanted to improve support by providing clear, contextual data to our players at critical moments, reducing the need for agent intervention and resolving issues quicker. Working with the PMs & Devs on the project we were able to transform potential churn moments into opportunities to rebuild trust.

Player has Won Cases

Player has Lost Cases

Other Cases

We identified seven key flows & and designed an automation system that kept players informed at every step-

We introduced clear visual cues:
- If the player wins & is qualified for rewards, they are shown their Win status upfront.
- If Winnings has already been credited, they are directed to their wallet with a transaction ID for transparency.
- If Winnings are pending, a countdown timer reassures them of the wait time before automatically escalating to support.
- If the player doesn't win & raises a ticket, they are shown their rank and score— closing the loop with contextual feedback.

This approach was later extended to async battles and tournaments, handling matchmaking status, results, and rewards—all automated for clarity.

The impact? We eliminated unnecessary support tickets & reduced resolution times so effectively that the payments team adopted the same system for withdrawals and deposits

This was the third pillar of our customer support revamp—after Ticket System and Issue Stacking— culminating in a cost-efficient, self-sufficient customer support ecosystem.

DM for Walkthrough

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Challenges

• Turning Player Feedback into Actionable Insights: 🤯
One of the most challenging aspects of this project was diving deep into player feedback & interviews to uncover actionable insights. Piecing together scattered inputs, identifying patterns, and pinpointing the pain points players encountered.

• Setting Measurable, Goal-Oriented Design Milestones:
Once the core issues were clear, the next hurdle was tackling the enormity of customer support. It spans a not-so-vast but extremely impressionable portion of the user journey, so we broke the project into smaller, goal-oriented phases. Each phase was designed to be measurable, ensuring tangible progress without losing sight of the overarching goal.

• Balancing Functionality with Player Delight:
Finding a balance between streamlining ticket resolution & the joy of players was fairly challenging. Whether it was surfacing clear visual cues or reducing the number of steps, the focus remained on making the experience intuitive and enjoyable.

In conclusion achieving balance—between functionality and delight—was where the real magic happened.

Quest

Animated music video for a progressive rock band "Antariksh" featuring Marty Friedman

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