Case study 2
Customer service workload decreased by new refill subscription flow
Project Summary
Customers with toothbrushes bought from a third party don’t have a refill subscription yet. They need to contact the customer service first and they will activate a refill subscription manually. I designed a new user flow to guide these customers to the new refill website and helping them get through the sign up and buying process. After launching the customer service workload decreased.
Outcome statement
Customers with toothbrushes bought from a third party don’t have a refill subscription yet. They need to contact the customer service first and start the subscription manually. With this original approach we are losing a part of our customers, because they need to take extra steps to commit to a subscription and for the customer service this will be extra work on daily basis.
Outcome statement
With a new user flow, along with a new refill subscription page, we prevented to lose a group of customers and the customer service workload reduced after the launch.
Users and needs
Making the website work for mobile users! More than 85% of the traffic comes from mobile. Boombrush target customers are Millennials, folks for whom the smartphone is a permanent fixture of nearly every activity they undertake. 69% of them will buy something online each month. They consider shopping online to be easy and quick, and research showed that they would abandoning the website first of all the generations when the customer journey is full of annoyances.
My role and the work I did
As UX Designer, I collaborated with our Full Stack Developer and Visual Designer to iterate on and test possible improvements to increase the conversion rate. We each had specific responsibilities; my work is research based, hypothesis-driven and validating though testing. I applied UX research methods to find out: who, what and why, from making sketches till high-fidelity prototypes, organizing usability testing sessions and preparing and analyzing A/B testing results.
Constraints, process and activities
Constraints
Our Product Owner wants us to launch a refill page ASAP. Because they are already selling the products on bol.com and they are losing a chance to convert the these customers into subscription based customers if they don’t contact the customer service by themselves. There had to be some improvement in no more than 4 weeks. So we had to figure out what was a logical user flow for these customers quickly, we had to be relatively correct about both the cause and the fix, and we needed to implement something quickly.
Week 2
I spend one day in the second week on improving my mid-fidelity wireframe. Working side-by-side with our Full Stack Web Developer utilising twice-daily build reviews, we use the first sprint to iterate on labeling, making interactive elements such as hyperlinks, form elements more visible and easy to fill in and the UI should be based on mobile first design.
The solution we implemented on the form fields makes it easier for mobile users to fill in and this will increase the speed of the sign up process. And we presented these to the Product Owner and CTO.
Week 3
This week my focus was improving the UI design. I removed some unnecessary elements that created noise on mobile screens. After some reviews and feedback from the Product Owner, CTO and Full Stack Web Developer I started with the high-fidelity prototype. I presented this to them and the next step was making sure that all the things are ready to handoff to our Full Stack Web Developer to build it.
Week 4
I was working side-by-side with our Full Stack Web Developer to make sure that the final product looks the same as the prototype. And we’ve tested the final product internally within the company before we launch.
Result
After launching this new user flow the workload of the customer service decreased. Customers with Boombrush bought from a third party website can easily go to the Refill page to start a Refill Plan by themselves. We can say self-service is the key to maintaining customer loyalty nowadays.
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