Hi, I'm Ryan.
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Tasked with evaluating customers' post purchase experience and translating needs into actionable vision and MVP's for a Fortune 100 retailer
4x
By providing insight into design and development processes we increased the speed to release significantly
By improving key moments in the customer journey this product minimized the negative experience of shoppers, instead creating a positive one, ultimately increasing satisfaction and return customers
Project led to a 70% increase in customers that experienced the ideal customer experience
Results
CX Improvement
70%
Improvement on KPI's
Revenue
$200m
projected annual revenue generated
Speed
4x
Faster launch timeline
Product Overview
Improving CX by giving customers more control when things go wrong and providing them a higher quality customer service while also reducing the drain on their time and energy
Research
Through both moderated interviews with customers and site visits of fulfillment centers we identified key pain points across front stage and backstage interactions
User Needs & Implications
Absence of upfront communications when things go wrong cause customers to lose trust, even if you make it right
Customers expect you to own the process from end to end, be proactive, and provide visibility
When things go wrong customers want to feel in control and want options for what they can do next
Provide context and take ownership when things go wrong within communications to build trust with customers
Voice your accountability, acknowledge the mistake, and customers will trust you not to repeat it
Provide customers with actionable next steps without needing to call. Calling is extremely painful
Once users are out of the system, the situation often snowballs, leading them to have a sequence of negative experiences
When customers have a negative experience due to unforeseen circumstances, there are no processes to help them, or even document the event
No process or system for when things go wrong
Business Insight
DIY Dave's Future Journey
In order to gain alignment through a shared vision we developed a future journey illustrating key points for the customer with simple graphical illustrations
Testing
We tested low fidelity designs with customers
When collecting feedback we tracked suggestions of users and used the 'System Usability Score' framework. The first iteration scored an 81 out of 100, placing it in the 'Acceptable' range with increases seen in subsequent iterations
You don't have to call
When attempting to resolve issues with an order, you no longer have to call, instead you can access self service options through your delivery confirmation email
You are able to select specific items and indicate what the issue was in seconds rather than hours
Use your camera to capture damage
Take a picture, add more photos, or a description of your issue to describe your issue
You have options
When deciding what to do next and we highlight what we can offer to make it right.
You spent a lot of time picking the right thing, and we want to get it to you - fast
Your information is prepopulated from your initial purchase, so all you have to do is approve your re-order
Design Impact
$7m
in revenue with a partial implementation
Design approach uncovered gaps in communication for 90% of customers, which was addressed through an omni channel approach, generating an immediate 7 million dollars in annual revenue
$200m
projected revenue with full release
Initial results show that this approach decreases the occurrence of deeply negative experiences, reducing the number of cancellations and increasing the number of return customers significantly
I launch innovative products that drive key business outcomes through my product design and strategy background