Improve the efficiency & engagement of the Hubs order dispute flow
Length: 2 weeks
Role: Product designer (UX/UI)
Tools: UI design, User testing and Prototyping
The Problem
Unfortunately not all orders on the Hubs platform go to plan, leading to some unhappy Engineers. Although the product teams focus and responsibility wasn’t able to directly improve the quality and delivery of orders, the experience and process in which issues are raised by customers and resolved by the Hubs customer support team is.
Currently nearly 10% of Hubs customer support interactions are due to order disputes, the primary reason of this is due to the number of vague submissions through the dispute flow. These interactions are caused by a number of reasons, many of them lead to multiple change requests being raised and sent to the product design team. This is mainly an ease-of-use issue leading to a poor customer experience. There is a lot of manual work after we agree on a "remake".
There are quite a few inefficiencies lack of detail throughout the dispute process, where we often need to go back and forth with the customer regarding certain aspects of the order before it can be finalised. Creating a poor user experience and slowing down the time taken to reach a resolution.
To remove as much of this unnecessary communication as possible we aim to improve the way in which we gather details and reasons for the dispute entered by the customer, as well as reducing down the number of users dropping off and starting a manual dispute by contacting support directly . By making the flow clearer and more XXXX, helping reduce the overall time taken for the dispute to be resolved.
What we know
User interviews
canny / hotjar
drop off on screen 3 (details)
Audit of current experience
“I didn’t know what outcomes or options were available”
“Had no idea how long it was going to take”
“I didn’t feel confident that what I entered was enough”
“It’s incredibly hard to fill out for large orders”
The Review
Audit of current experience
Bugs / UX/UI / Content
Fat marker sketches
Shape up
With developers / Content
Appetite and scoping (me with developers) no pm
Prioritisation (dev vs design)
The Flow
Drop off once at last stage
No summary / returnable page
Repositioned the final step
Additional summary screen
Incl. summary on submission screen
The Outcome
By communicating the dispute flow better and by automating customer communication we expect to cut the number of interactions dispute related by 75% from the current ~700 a month.
56%
decrease in dispute related interactions
23%
increase in completed submissions
Next steps
Responsiveness
Further improvements to the over all flow and updating UI components for follow the latest design system