Assignment User Experience - Weebly · website would be the best case scenario to improve the experience. Additionally if that is not possible, customer should’ve been sent a direct

AssignmentUser Experience

Name: Manohar KEmail 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 neutral experience?

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

● As a PM is your role of ensuring great UX only 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 “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 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 next slide.Add details for each point (images not needed)

User Journey mapPersona – A photography enthusiast looking to buy camera online on a short notice

Buy a digital camera

on Buyonline

Track the delivery

status of order

Get in touch with

customer support

Order delivery and

review/feedback

Discovery Transaction Follow-Up Fulfillment

User searches,

finds and

places an order

on Buyonline

Customer now

checks delivery

status for the

placed order

User

becomes

Customer

Customer

interacts with

support team

for follow-up

Customer has

to receive or

reject the order

thru courier

Customer

awaits

Followup

Feedback

Customer

moves

offline

Buy a digital camera on Buyonline

Tracks the delivery status of order

Get in touch with customer support

Order delivery and review/feedback

User Journey mapUser searches, finds and places an order on Buyonline

Go to Buyonline

website

User selects

desired cameraCheck for est.

delivery time

User adds the

product to cart

User opens

Buyonline

website on a

browser

User searches

thru many

options, filters

out and makes

final selection

Selects COD

for payment

User confirms &

places the order

User needs it

on or before

Oct 5 and

hence checks

for the est.

delivery time

User checks

each of his

requirement

(delivery,

product) and

finally makes

the purchase

decision

User chooses

to select COD

as his payment

option and

proceeds to

place the order

User finally

becomes a

Customer of

Buyonline;

finds the whole

process quick

and easy

Discovery Transaction





Buyonline

confirms order

Customer checks

for order statusCouldn’t get

tracking details

Customer

receives the

details of order

confirmation

and tracking

number for

courier partner

Customer,

checks for his

delivery details

on Buyonline

website, but

gets frustrated

for not finding it

there

Customer

opens the

courier partner

website to

track his

delivery details

Customer finds

the courier

partner website

very badly

designed and

hence couldn’t

get tracking

details

User Journey mapCustomer now checks delivery status for the placed order

Transaction Follow-Up

Customer opens

courier website





User Journey mapCustomer interacts with support team for follow-up

Follow-Up Fulfillment

Calls up

customer support Discovers about

order delay

Issue with order

cancellation

Customer now

calls up the

customer

support

executive to

find out about

package

details

The support

executive

informs

customer about

the order delay

due to the issue

with logistics

partner

Customer, now

unhappy about

the whole

process and

asked to

cancel the

order as it is

delayed

Customer gets

informed that

COD orders

could be

cancelled after

delivery and

not in transit

Asks for order

cancellationBuys camera

offline

Customer,

meanwhile

makes his

purchase for

camera offline

and at a higher

price





User Journey mapCustomer has to receive or reject the order thru courier

Fulfillment Feedback

Delivery Attempt

IDelivery Attempt

II

The delivery

boy unaware of

the customer

current status,

makes a

delivery attempt

and finds that

house is locked

Delivery Attempt

III

A new delivery

boy unaware of

the customer

current status,

makes a

delivery attempt

and finds that

house is locked

Once again, a

new delivery

boy unaware of

the customer

current status,

makes a

delivery attempt

and finds that

house is locked

Package

returned

The courier

company now

returns the

package back

to Buyonline

citing

unavailability

of customer

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

Goes to Buyonline websiteNeutral (Customer might already know about Buyonline or reached the

website organically using a search engine)

User selects desired cameraGood (Customer is a photography enthusiast, must have known his product

specs and would have found it on the website)

Check for est. delivery timeGood (Customer finds out the est. delivery time which was within his required

date)

User adds the product to cart Good (Adds the product easily into the cart)

Selects COD for payment Good (Chooses COD for payment easily)

User confirms and places the order Good (Overall finds the process easy and quick)








Buyonline confirms the orderGood (Customer receives the tracking no. along with order details in his order

summary)

Customer checks for order status Bad (Customer finds out that tracking details are not on Buyonline website)

Customer opens courier websiteBad (Customer now has to enter his details manually in a different 3rd party

website for tracking – created much hassle and reason to worry)

Couldn’t get tracking detailsBad (Customer finds the courier partner website poorly designed and was

unable to get his tracking details in the end – leading to his frustration)








Calls up customer supportNeutral (Customer decides to enquire about his order with customer support

team and talks to one of them)

Discovers about order delay

Bad (The support executive informs of the logistics issue and the order delay

after the customer inquires about his delivery status – Buyonline committed a

3 day delivery and didn’t even inform the customer about possible delays )

Asks for order cancellationBad (Customer now has no choice but to cancel the order and hence has to

buy from a different channel – offline etc.)

Issue with order cancellation

Bad (Customer finds out that cancellation is not possible as the order is COD,

but this disclaimer hasn’t been given to customer before and hence finding it

out at this stage would irk any customer)

Buys camera offline Neutral (Customer has no choice, but to buy the camera in a physical store)








Delivery Attempt I

Bad (Customer has already informed the Buyonline team about his

unavailability, and still the logistics company attempts a delivery only to not

find the customer at his house and making repeated calls to him disturbing

him on his vacation )

Delivery Attempt II Bad (The story repeats with a new delivery boy again)

Delivery Attempt III Bad (The same inconvenience again with a newer delivery boy)

Package Returned Neutral (The courier company finally returns the package to the seller)





Improving the experienceUser journey steps Experience

(include only neutral or bad here)How can the experience be improved?

Goes to Buyonline website NeutralNot applicable. Either the user already knows the website or

could’ve reached it through a search engine

Customer checks for order status Bad

Ideally once Buyonline sends an order confirmation, they should

activate the delivery status updates for the customer informing

about the movement of his package. A tracking link and a

message/email opt-in for status updates about the delivery

whereabouts would make customer experience better

Customer opens courier website Bad

An API integration of courier partner tracking into the Buyonline

website would be the best case scenario to improve the

experience. Additionally if that is not possible, customer

should’ve been sent a direct link to the courier partner website

for easier access and navigation

Couldn’t get tracking details Bad

The courier partner is responsible for the packages of its’ clients

and hence a better designed website with easier navigation to

track and find packages would improve customer trust

Calls up customer support Neutral Not applicable. Nothing to improve here

Improving the experienceUser journey steps Experience

(include only neutral or bad here)How can the experience be improved?

Discovers about order delay Bad

As informed above, direct linking to the tracking website or API

integration with the partner tracking would have simply solved

this problem

Asks for order cancellation Bad

Order cancellation requests should be enabled automatically

and any terms and conditions should be informed to the user

before ordering/transaction happens

Issue with order cancellation Bad

Support team should treat customer issues and the urgency of it

(subject to circumstances) and try to handle them more

appropriately in an effort to lessen the grievances of customer

Buys camera offline Neutral Not Applicable

Delivery Attempt – I, II & III Bad

The logistics company should have taken memos of delivery

updates on each day and tried to coordinate with seller

(Buyonline) to know about the customer before putting futile

efforts in delivering the package to zero success

Package returned Neutral Not Applicable





Create the updated user Journey mapUser searches, finds and places an order on Buyonline

Go to Buyonline

website

User selects

desired cameraCheck for est.

delivery time

User adds the

product to cart

User opens

Buyonline

website on a

browser

User searches

thru many

options, filters

out and makes

final selection

Selects COD

for payment

User confirms &

places the order

User gets details

about delivery

timelines and

additional notes on

possible

cancellation terms

& conditions with

procedure and

enablement

criterion

User checks

each of his

requirement

(delivery,

product) and

finally makes the

purchase

decision

User chooses to

select COD as his

payment option

and cancellation

clause with COD

order is called out

before

confirmation

User finally

becomes a

Customer of

Buyonline

Discovery Transaction





Buyonline

confirms order

Customer checks

for order status

Customer

receives the

details of order

confirmation and

tracking link along

with an opt-in for

delivery updates

thru SMS and

email

Customer gets a

complete visual

view of his

shipment

tracking for each

day with a

tracking update

on delivery date

Customer now checks delivery status for the placed order

Create the updated user Journey map Transaction Follow-up

API Integration

with courier

partner





Create the updated user Journey mapCustomer interacts with support team for follow-up

Follow-Up Fulfillment

Calls up

customer support

Delivery Partner

Updated

Customer now

calls up the

customer

support

executive to

inquire about

order

cancellation

Support

executive raises

an escalation to

notify their

logistics partner

about the

unavailability of

customer

Logistics

partner can

take note of the

updated info

about customer

and make

arrangements

accordingly

Asks for order

cancellation





Create the updated user Journey mapCustomer has to receive or reject the order thru courier

Fulfillment Feedback

Logistics liaise

with customer

The local hub

contacts the

customer based

on their updated

info and inquires

him about

possible return

to schedule the

delivery

Package

returned/received

The customer

now has to

make a choice

whether to wait

for it (in this

case, may be

not) or the

package will

be returned

Shipment back

at local hub

A feedback

survey could

be given to

the customer

to record his

experience

and hence

both

logistics

partner/

Buyonline

can improve

in future

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

Give reasons for you choice above.

I think the product doesn’t necessarily just mean a software product like an app or a website. It is the entire

platform that encompasses the experience for the user (user – customer – subscriber) which makes him/her keep

coming back to it for whatever the use case that he/she has attributed it to.

Product Managers have to understand the plausible pain points that come before a transaction and post

transaction too, and have to work with the necessary teams to ensure that those pain points are resolved. User is

at the core of all product innovations and iterations and user/customer experience goes way beyond just UX on an

app or a website. A glossy, smooth navigating and an interactive ride-hailing app is no good if the cab inventory

on it lacks customer connect or doesn’t work according to the expectations of customer.

Business objectives should take a front seat in determining these decisions as every dropping user is a loss of a

potential customer and hence loss of potential revenue. Great products mean nothing if they don’t make money

and customers are what makes any bottom-line. At the core of it, product manager needs to be cognizant of that.

NO

Documents

Assignment User Experience - Weebly · website would be the best case scenario to improve the experience. Additionally if that is not possible, customer should’ve been sent a direct