Work
Play
Solving for anxiety in high ticket orders
Cult store | 2023
the Visuals...
About the project
Redesign of the post purchase experience of cult store products to reduce over all customer support cost
At cult, for their D2C business, after purchasing high ticket orders like treadmills, spin bikes etc the experience wasn’t great and led to anxiety and confusion in the minds of user which resulted in customers constantly calling the customer support helpline to get basic info right.
Problems
Confusion after placing order : Order to Contact ratio spiked to 21%
Lack of clear communication around installation + delivery details
Too much info in too small places : not glanceable
No visibility on how refunds will happen for COD orders
No clear tracking of returns and refunds
Lack of overall assurance and care for a customer
Problem Validation
We started with listening to customer support calls to understand better what was going on in the users mind and then proceeded with user interviews, followd by a website teardown by PM + Designer
Conducted observation interview to understand the process with which the user orders and checks details post it, then went ahead to talking to our existing users to understand frustration points
Observations
73%
of users, expects an estimated time of delivery right after placing the orders
Observations
90%
of users, look for installation date or information while order tracking
Observations
65%
of users, who place a COD order (non hardline) expects a direct bank account refund
Solutioning
The primary problem with the current version was the information hierarchy, to address this we did intent mapping to keep the content crisp and only what needed.
Intent mapping
Why is the user here on this page in the first place?
He has placed a order and wants to track it (softline)
He’s order is delivered and he wants to know when the installation might happen (hardline)
What does the user expect from this page?
Where is he’s order, when will he get it
Oder is delivered but he doesn’t like it, how to proceed
What prior information/context does the user carry while viewing this page?
order image, name (probably, research showed used remembered mostly by product image)
last date of delivered shown on PDP (only 60% apprx of the users remembered this)
list down all that we need to communicate in order of priority and create an information hierarchy
P0 -> date of next action
P1 -> help when something goes wrong
P2 -> Better navigation across orders (for softlines)
P3-> details of product ordered
Order Confirmation:
Order details
A website teardown gave us a clear idea of what is wrong with our current solution and what visual elements need rework. This helped us to discover problems not just in hardlines but also softline products like apparel, shoes etc
Bits from there :
Draft 1
refund details weren’t conveyed well
Draft 2
Shipment wise sorting didn’t make sense
Draft 3
ETA was overshadowed
Multiple rounds of iterations later
Final Flows
Order Confirmation
Clear product wise date of delivery
Installation call outs, telling the user how installation will happen to avoid confusion
Reduced cross sell to stick to the core intent of the page
Remove repetitive info like brand name and other info to reduce visual clutter
Order Details
callout of only the next actionable state
Return/exchange info given upfront
Direct refund collection widget to facilitate faster COD refunds
Limited color usage, to reduce visual clutter
Order Tracking
Instead of cluttering the timeline, only major states shown on timeline
Gave a detailed day wise tracking for all those panicking/excited users
Easier cross navigation to other items in the same order
Refund Tracking
Direct refund collection widget to facilitate faster COD refunds
Clear callout of the refund amount
Separate refund timeline to show refund details
For prepaid orders, showing where the refund went to reduce confusion
COD orders
Prepaid orders
Installation
Showed the installation date upfront
Clear callout of paid or free and if it’s paid then direct way to pay
For product which can be self assembled showed a self installation widget
Conclusion
Learnings & Going forward
I led this project from inception to completion and though I can’t say exact metrics here’s some learnings :
Design fast, iterate faster : Realised that we have many cohorts of users and the best way to cater to them is designing the initial solution fast and keep iterating and tweaking
Often knowledge gap is the reason while ideal solution is hard to achieve, which translates to involving stakeholders earlier on this to get better solutions faster
