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USER EXPERIENCE
SCENARIOArchit, a photography enthusiast, is looking for a new digital camera, he is going on a holiday to Shillong after 5 days (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 “Free delivery by Oct 3 (Three days later)”, adds it to the cart, and without incident, confirms the order and selects COD as the payment 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 with 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 the 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 EXPERIENCE
USER JOURNEY MAPI want to
buy a cameraBUYONLINE
…contd
Customer I want to buy moment! - Archit sees the need to buy a camera
Search and select - Archit visits Buyonline website. Browses through some choices and selects one. He makes sure the delivery time mentioned is within his requirement.
Order - Archit then adds the camera to his cart, selects COD as payment option and confirms order for the camera. He is then sent a tracking number post shipping.
Track - Archit goes to Buyonline website to track but he is redirected to courier partner website which is badly designed. He is unable to track his package details.
Experience - Good (Hassle free search and select based on customer’s criterion)
Experience - Good (Customer able to select various payment options)
Experience - Bad (Customer moved away from own product and has to rely on third party product for experience)
USER EXPERIENCE
USER JOURNEY MAP
Contact customer support - Archit finds out from customer support that the order is delayed by the courier partner and will not arrive in time. He asks to cancel the order, which is denied by the executive as CoD orders cannot be cancelled in transit.
Purchase offline - Due to the delay in delivery of the package, Archit now has to purchase the camera from a physical store as his requirement is urgent before the trip. Due to this, he has to pay higher price for the camera as physical stores don’t offer the same discount as online stores.
Delivery - Archit is harassed for three days while he is travelling to ask about location and person to deliver the package to from the delivery people.
Customer Lost - Due to the entire situation, Archit decides against shopping on Buyonline website ever again and instead use some other website.
Experience - Bad (Customer informed about the delay only after he inquires about the status, and he is also unable to cancel order)
Experience - Bad (Customer is frustrated and forced to commit time to go out to a store before his trip and purchase the item at a higher price)
Experience - Bad (Customer is called multiple times instead of cancelling the order the first time the delivery was taking place)
Experience - Bad (It costs 6 times higher to get a new customer than to maintain existing, but if Buyonline can’t maintain, it won’t be able to sustain)
USER EXPERIENCE
IMPROVING THE EXPERIENCEUSER JOURNEY STEPS EXPERIENCE ACTIONS TO IMPROVE
Track Bad
i. Create own logistics supply chain or have exclusive contract with courier partner so that they could customise their offering according to Buyonline’s need.
ii. Have the tracking details on Buyonline website by crawling the courier partner website for major information about status.
iii. Develop a dynamic system in delivery wherein any package’s delivery address could be changed at a processing centre, since there are multiple cases of impulse purchases made on e-commerce sites on CoD which are later cancelled.
Contact Customer Support BadRaise ticket to customer support to report any delay/loss of package from courier partner and take appropriate action to inform the customer asap.
Purchase Offline Bad
Inform the customer of any delay as soon as possible so that other options may be looked at by the customer in case the delivery is urgent. In this case, if the customer is informed about the delay faster, he could have ordered the camera at another website on express delivery instead of him paying higher cost at a physical store.
Delivery Bad
After the first attempt at delivery and customer insistence of cancelling the order, escalate the issue to a supervisor and confirm the request to cancel the delivery a final time from the customer, instead of repeated attempts at delivery and inconvenience to the customer.
USER EXPERIENCE
UPDATED USER JOURNEYI want to
buy a cameraBUYONLINE
Archit decides to buy a camera He goes to Buyonline website and select a camera of his choice.
He checks the delivery time, payment options and places order. He is sent the tracking number after the item is shipped.
Customer support informs Archit about the delay in shipping. Archit has to then wait another sometime for the delivery of his new camera. However, Archit explains that he is going a trip and won’t be able to pickup and wants to cancel the order.
Customer Delight - Archit receives the new camera and is happy that Buyonline support was able to come through for him in time of his urgent need. He spreads word about the situation among his friends and family and is more inclined to shop on Buyonline than any of its competitors.
The camera is shipped by express shipping which would deliver the package before Archit goes off on his trip to Shillong.
Given Archit’s situation, the support executive offers Archit to cancel the current order and send another camera by express shipping.
EXPRESS SHIPPING
USER EXPERIENCE
AS A PM IS YOUR ROLE OF ENSURING GREAT UX ONLY LIMITED TO THE WEBSITE/APP?
No, I don’t think that as a PM my role is anyhow limited to ensuring great UX on the website/app only. UX or User Experience refers to a person’s emotion or attitudes about using a product or a service. Using a product/service is not limited by any means to a website or an app, it relates to the whole aspect of user journey for using the product/service from browsing to ordering to delivery to packaging(in this case) and then use of the purchased product. Basically any touch point that your product/service has with the user would be considered a part of the user experience and to ensure that your users have a great experience you as a PM has to make sure that the service delivered at all of those touch points can be controlled and nothing is left to a third party. A couple of examples of this would be:
1. Amazon: Amazon in the US controls all the aspects of a user’s online shopping experience even such that they started their own logistics and delivery to ensure a great experience. Not only that, they even asked users to, in a way, rate the reviews that any products and that way they could rank those reviews ahead of others.
2. Lyft: UX is about how a user feels or is made to feel about a product. Lyft is the ride sharing app based in the US and a competitor of Uber. They started by making the users change the perspective about ride-sharing and made it about friendship and community rather than a driver and a passenger. This made the users as well as the drivers feel more connected to the brand and help it grow and compete with the cash burning Uber.
