assignment userexperience · assignment instructions...

Assignment User Experience

Name: Vaibhav GoelEmail ID: [email protected]

Assignment Instructions

For the given scenario (Slide - 3), you need to prepare the following:

● User journey map

● Describe whether the user experience was good, neutral, bad for each of the steps in user journey map

● How can you improve the bad and neutralexperience?

● Updated user journey map after you have improved the bad and neutral experience

● Asa PM is your role of ensuring great UXonly limited to the website/app? (Yes/No). Give reasons for your choice.

ScenarioArchit a photography enthusiast, is looking for a new digital camera, he is going on a holiday to Shillong after 5 day(Oct 5) so he needs the

camera to arrive by then. He goes to “Buyonline” website, he quickly finds the camera he wants, checks the delivery time and upon seeing “Freedelivery by Oct 3 (Three days later)”, adds it to the cart, and without incident, confirms the order and selects CODas thepayment option. Quick,

easy —he is pleased and excited to receive the camera.

He was also e-mailed the tracking no. for the courier partner when the item was shipped. After 2 days, he wanted to check the delivery status,

so he went to the “Buyonline” website, but he was frustrated to find that he could not track the package there and had to go to a third party

website to track it. The website of courier partner was badly designed and he was not able to figure out how to get the details. Then he called

up the customer support of “Buyonline”, where he talked with the customer support executive and came to know that his order was delayed a

bit due to logistics issues at the courier partner's end. He was unhappy about the whole process and asked to cancel the order as he needed the

camera urgently. But the customer support executive told him that COD orders can only be cancelled after delivery and not during while the

item was in transit.Archit explained to him that no one would be there to receive the package when it arrived. He was frustrated with the whole

situation and finally had to buy the camera offline at higher price.

Also when the “Buyonline” package arrived the courier partner tried to deliver the package for three days before they sent it back and every day

a new delivery boy kept calling Archit about how the house was locked and where should he deliver the package and whom should he deliver

to?

Archit was frustrated with the whole experience and decided that he will never buy from “Buyonline” again and instead use some other website.

User Journey map

Sample

User journey map should be created like above, in the nextslide. Add details for each point(images notneeded)

User Journey mapPersona: Photography enthusiast looking to buy camera online on a short notice

Stage 1 Stage 4

User searches, finds, decides

and places order

Customer receives or

rejects delivery of package

Stage 3

Customer interacts with support to find & resolve issue

with placed order

Stage 2

User, now customer, checks for

order & delivery status of placed order

User Journey map

Buy/OrderCamera onBuyonline

Check OrderStatus

Interact with Customer Support

PackageDelivery

Continued next

User Journey Map: Stage 1

Visit Buyonline Website

FindCamera

Check Delivery Estimate

Add to Cart PlaceOrder

User visits the

Buyonline website on a browser


User searches, curates

and finally decides on

one product

User finds that

product is expected

to be delivered by 3rd Oct– for no

extracharges

User addsthe productto the cart

– happy with the

price and estimated delivery

date

User places the

order, while

selecting mode of payment as Cash

On Delivery

Continued next

User searches, finds, decides and places order

Order Confirmed

Checking Order Status

Courier Tracking: 3rd

Party Website

User receives

Order Confirmation email along

with a Tracking

Number for the package

Check OrderStatus

User visits Order

Summary but does not

find package tracking

details, and redirects to

3rd party website

User finds the website

badly designed & is unable to figure how to find the package tracking details

Continued next


User, now customer, checks for order & delivery status of placed order

Calls Customer Support

Issue Discovery

Request Order

Cancellation

COD order issue

Offline Purchase

User calls Customer Support to

find out delivery status of his order


User is told by Support exec that

due to logistical

issues, the order

delivery is being

delayed by a few days

User is unhappy with the

delay, and asks the Support

executive to cancel

order

User is told that a Cash On Delivery

order cannot be

cancelled in transit & that

he would need to wait

for the delivery

User is annoyed

and chooses

to buy the camera offline

Continued next

Customer interacts with support to find & resolve issue with placed order


Delivery Attempt 1

Delivery Attempt 2

Delivery Attempt 3

Package Returned

Delivery guy calls user, asks where & whom to deliver

package since

house is locked

Package Delivery

Same story as was in

Attempt 1

Same story as was in

Attempt 1

Courier company,

as per process,

returns the package –since no one was

available to deliver to

Continued next

Customer receives or rejects delivery of package


Describe whether the user experience wasgood,

Note: Consider only the information providedin the scenario.

neutral, bad for each ofthe steps in user journey map

User journey steps Experience

Visit Buyonline Website Neutral. Finding the website was easy and simple.

Find Camera Good. Quick and easy to find the product.

Check Delivery Estimate Good. Delivery is estimated on 3rd Oct, which is 2 days prior to User’s trip date, i.e. Oct 5. The delivery is free of charge too, which makes it delightful.

Add to Cart Good. Adding to the cart was easy.

Place Order Good. Placing the order is easy too, and the COD option makes itreally convenient.

Buy/Order Camera on Buyonline


Note: Consider only the information providedin

neutral, bad for each of the steps in user journey map

the scenario.


Order Confirmed Neutral. A confirmation email with the tracking number of package is a de-facto and the user would be expectant of it.

Checking Order Status Bad. Order Summary has no way to show where the order is currently in its transit. Lead forward to a 3rd party website puttingtheaccountability onto user’s plate.

Courier Tracking: 3rd PartyWebsite Bad. The website is badly designed and there is no way for the User to figure out how to find the transit details of the order.

Check OrderStatus

Describe whether the user experience was good, neutral, bad for each of the steps in user journey map

Note: Consider only the information provided in the scenario.User journey steps Experience

Calls Customer Support Neutral. Calling and finding a support executive to answer queries is abasic expectation, and that is met.

Issue Discovery Bad. Discovering that order would be delayed is never a great news. Especially when the user is on a tight schedule & expects timeliness in delivery.

Request Order Cancellation Neutral. It is the expectation of any user that an order placed can be cancelled, provided it hasn’t been delivered or paid for at least.

COD order issue Bad. Not being able to cancel an order – only because it is in transit, is not welcome.

Offline Purchase Neutral. One expects to find such electronics offline in the market quite easily.

Interact withCustomerSupport


Note: Consider only the information providedin

neutral, bad for each of the steps in user journey map

the scenario.


Delivery Attempt 1 Bad. User is reached out to over the phone, and asked where & whom to deliver since house is licked up. User is inconvenienced by such calls when he is enjoying his vacation in Shillong

Delivery Attempt 2 Bad. After having told the previous courier guy once, being inconvenienced by another delivery guy again would cause the User to grind his teeth. It is expected that such information is recorded by the courier company.

Delivery Attempt 3 Bad. This takes things to new levels, as the user would expect the 2nd

intimation of his absence to be recorded and communicated across the levels

Package Returned Neutral.

Package Delivery

Improving the experience

User journey steps

Experience(include only neutral or bad here)

How can the experience be improved?


Neutral No comments. This is about website discoverability, and it seems the user arrived here organically.

Find Camera Good No comments. The user seems to have found the product pretty easily.


Good Given how the user faced delivery & cancellation related problem, a note or callout that states clearly the rules for cancellation upon ordering the product would be helpful

Add to Cart Good No comments. Seems it was pretty straight-forward and easy to add the product.

Place Order Good Add a reminder Callout that states the terms for cancellation oforder, especially in case of COD.

Buy/Order Camera onBuyonline


User journey steps

Experience (include only neutral or bad

here)


Order Confirmed Neutral • The order confirmation email, could also have a visualization of the steps involved in the transit of the item would be helpful to set expectations of the user with regard to the package’sarrival.

• Additionally, a direct clickable link to “Tracking Package” that leads to detailed status of package transit will be a great improvement.

• Additionally, opt-ins for text/mails that update the transit statusonregular interval should be prioritized

Checking Order Status

Bad • A direct integration with the Courier Company’s package tracking API could be utilized to show the user status of the package in transit.

• A direct link from the email to “Track Package” could redirect them to this page.

Courier Tracking:3rd PartyWebsite

Bad Complete revamp warranted. Helpful user prompts that direct andeducate users to find the Package Tracking facility/feature isessential

Check Order Status


User journey steps Experience (include only neutral orbad

here)


Calls Customer Support Neutral No suggestions.

Issue Discovery Bad Implementing suggestions put forth above, like: In email Tracking Link for package, regular mail/text updates regarding package transit status,order summary page serving transit status (via integration with courier tracking API) – would ease up this process.

Request Order Cancellation Neutral Lodging cancellation requests (subject to feasibility) should be enabled.

COD order issue Bad • The support team should be enabled with ability to launch escalations on a case-to-case basis at their discretion.

• Putting Callouts (in product & order page) that educate usersaboutsuch logistical issues will reduce such instances from taking place

Offline Purchase Neutral No comments

Interact with CustomerSupport


User journey steps

Experience (include only neutral or bad

here)


Delivery Attempt 1 Bad Allowing order & package delivery instructions from each hub (where packages are tagged) to be conditionally updated – according to escalation by support driven requests will prevent users from unnecessary inconvenience.

Delivery Attempt 2 Bad If a user is unavailable, and communicates the same to the delivery guy –there should be process to update the same across the package’s delivery history – so that similar instances are not repeated & user is not inconvenienced.

Delivery Attempt 3 Bad Same as above

Package Returned Neutral This can be triggered well before 3 delivery attempts, if the user’s comments are recorded & cross-checked beforeattempting delivery.

Package Delivery


Check OrderStatus


PackageDelivery

Stage 1 Stage 4

User searches, finds, decides

and places order

Customer receives or

rejects delivery of package

Stage 3

Customer interacts with support to find & resolve issue

with placed order

Stage 2

User, now customer, checks for

order & delivery status of placed order

Contd.

Updated User Journey mapPersona : Photography enthusiast looking to buy camera online on a short notice


Find Camera


Add to Cart Place Order

User visits the

Buyonline website on a browser


User searches,

curates and finally

decides on one product

User is notified of estimated delivery, date along with a

callout detailing terms

of order cancellation &

returns

User adds the product to the cart – happy with the price

and estimated

delivery date

User places the order. While

selecting mode of payment as

Cash On Delivery, user is

notified of returns &

cancellation constraints

Continued next


User searches, finds, decides and places order

Order Confirmed

Order Status

User receives

Order Confirmation email along

with: Package Transit

Visualization showing how the package shall arrive

Check Order Status

User visits Order

Summary, finds a visual

tracker for his order which is

updated in real time

A “Track Package” link is embedded in email that helps user track the

order at will & in real time

A regular stream of

updates via text/mail is

sent to user, detailing the transit of the package at each hub

Continued next


User, now customer, checks for order & delivery status of placed order

Calls Customer Support

Request Order

Cancellation

User calls Customer Support to

find out delivery status of his order


Support executive, lodges a request by user, as an escalation & relays the communication to the

delivery partner – to update the cancellation & change course of

delivery

Change Delivery Address

and/or Date

Enable users to change delivery

parameters based on ad-hoc events

like logistical issues with delivery

partner, unavailability of

stock, etc.

Customer interacts with support to find & resolve issue with placed order

Continued next


Delivery Attempt 1

Delivery Attempt 2

Delivery Attempt 3

Package Returned

Delivery is attempted. If

user is unavailable –next available date is set for

delivery or cancellation request is

lodged and relayed into delivery log

Package Delivery

If unavailable again, new date is requested based

on user’s availability &

same is updated in delivery log

Courier company, as per process, returns the

package – since no one was available to deliver to

Order Delivered

Customer receives or rejects delivery of package

Continued next


As a PM is your role of ensuring great UX only limited to the website/app?(Yes/No)

Give reasons for you choice above

UX depends on the whole business process as well - As we saw in the example, Archit was upset at the logistics issue along with the information given by the CS executive. These are not in the scope of the website/app. Website and apps are just a medium of giving

information in the simplest possible way.

How a business process falters at the back end is not the problem of the Website or App. When incidents like “logistic issues” take

place, they are usually out of control of a PM. But understanding that this creates frustration and a negative UX is a PM’s job as well. A PM can ensure that the negativity created can be somehow neutralized by offering incentives which provide a value to the

customer. Feedbacks and learnings can be passed on by the PM to the respective teams and amends can be made quickly.

When a product delivers Aha! Moments beyond the online model – and extends to touchpoints offline, like a great customer

support, punctual, timely & diligent delivery of packages, etc. the product does justice to the, these steps go a long way in building a solid pipeline of revenue flow. expectations of every user.

These are hard problems to crack but once resolved would give User a great overall experience and will make him stick to your

product.

NO

assignment userexperience · assignment instructions...

Documents