The automated assistant (chatbot) lived within the context of an entire Help suite. This paradox of choices created a barrier to entry. As a result, utilization and engagement with the chatbot was low.

After performing a competitive analysis and brainstorming short- and long-term options which we presented to our business partners, we created several iterations of proposed enhancements that would increase engagement.

We tested our proposed enhancements and validated the online experience with end users. We designed a smaller, sleeker prompt to those pages displaying the Contact Us widget (CUW) which included the chatbot. The chatbot could now be launched directly from the AskTIAA icon which lived on every screen.