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.

Problem

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

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

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 :

Solution Space

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.

Order Confirmation
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- 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
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- 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

Installation
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- 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
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Refund Tracking
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- Direct refund collection widget to facilitate faster COD refunds
- Clear callout of the refund amountSeparate refund timeline to show refund details
- For prepaid orders, showing where the refund went to reduce confusion

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

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Solving for Anxiety in High Ticket Orders