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User experience assignment
- 1. Assignment User Experience Name: Narendra A Email ID: narenworld@Hotmail.com
- 2. Assignment Instructions For the given scenario (際際滷 - 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.
- 3. Scenario Archit 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.
- 4. User Journey map Sample User journey map should be created like above, in the next slide. Add details for each point (images not needed)
- 5. User Journey map Persona : Photo enthusiast looking to by a camera for a planned trip happening in 5 days User need Visit the website Check if it can be delivered in 5 days Place COD order Order tracking Contacts support for tracking info COD Delivery Buy offline User contacted for multiple delivery attempts User cancels the order ABC.COM BuyOnline.com Search for Camera Attrition to competitor website
- 6. User journey steps Experience User Need Good Visit the website Neutral Searching for camera Good Use was able to quickly find the camera that he is looking for Delivery Availability Good User got excited to see the product can be delivered to his location 2 days prior to his planning date Purchase Good Camera available for COD delivery option It was quick and easy purchase experience Order Tracking Bad No communication with the customer regarding the order status Tracking information was not available on the company website Has to visit the courier partner website which is badly designed and hard to figure out where to navigate
- 7. User journey steps Experience Customer Support Bad Learns about the delay only after connecting to customer care No quality control or measure to mitigate such delivery issues Unable to raise cancel request due to non-user friendly policy Couldnt support the customer and provide assistance in expediting the delivery Couldnt delight the customer with the reward Offline Purchase Bad User ended up paying more Delivery Bad No prior intimation about delivery Continuous delivery attempts irritating the customer Delivery guys not maintaining the case history Oder Cancellation Bad Customer has to reject delivery of the order to get the order cancellation Switch to competition Bad Customer decided to switch to the competition and decides not to return to buyonline.com ever again No feedback was requested from the customer
- 8. Improving the experience User journey steps Experience How can the experience be improved? Order Tracking Bad Order status notification mails and/or SMS/Whatsapp should be shared Direct tracking link to the courier partner website should be shared with Tracking information to be made available in on the buynline website Recovery plan to be created incase of such unforeseen delivery issues Should create own delivery logistics or tie-up with the multiple vendors to maintain the quality in service delivery Should provide the order cancellation option Customer Care Bad Notifications will stop the customers reaching out to the customer care Implement quality control measures to mitigate such delivery issues Customer care should be able to cancel the order else there is no care in the customer care Should escalate the issue and provide assistance in expediting the delivery thru other delivery partners Implement rewards in such cases to delight the customer Offline Purchase Bad Should be able to route to the partner store
- 9. Improving the experience cont. User journey steps Experience How can the experience be improved? Delivery Bad Delivery attempt intimation to be shared with the delivery agents number Delivery guys maintaining the case history and customer updates will avoid repeated calls Use should have choice to choose preferred date and time of delivery Delivery should be done in the users presence Oder Cancellation Bad Should provide the cancellation option in the order and tracking section Customer care should be able to help the customer by cancelling the order Switch to competition Bad Customer care should have expedited the request thru other partners Should have delighted the customer with rewards Should have taken feedback from the customer to improve the services
- 10. Updated User Journey map Persona : Photo enthusiast looking to by a camera for a planned trip happening in 5 days User need Visit the website Check if it can be delivered in 5 days Place COD order Order status notifications Delivery User receives delivery information BuyOnline.com Search for Camera Order delivered Order tracking and cancellation on the website OR User can pick delivery preferences
- 11. 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 is only part a part of product journey. PM is involved from idea generation to implementation in each and every stage of the product. A PM can be referred as CXO of the product as he/she is responsible for coordinating and ensuring inputs from each stakeholder like operations, marketing, compliance, sales are addressed or considered in the development of the product with the help of development and other teams. No, as the term define, PMs role is involved in each and every step of the product journey.