User Journey Assignment

Assignment User Experience Name: Neha Gupta Email 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.

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.

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 Map Going to Vacation, needs a camera

Find the camera he wants

1

2

3

4

Discovery

Awareness

Engagement

Bugged by 3 different delivery people from the delivery staff

12

7

6 Selects COD as payment method and orders Finalization, Purchase

Goes to buyonline website to track. Gets redirected to 3rd party website Receives information about delayed order. Request for cancellation

Buys offline at a higher price, no remorse by buyonline

13

5

Checks delivery date, rate

Goes to buyonline.com to buy

Receives tracking details on email

Add the product to cart

11 Receives negative response, explains that he won’t be there at home Fulfillment & Support

10

8

9 Calls customer care to find out about order status

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

Awareness

Good: Buyonline seems to be top of mind when the user feelds the need of camera for his trip in very near future.

Discovery

Good: Is able to find the camera quickly.

Engagement

Good: He’s excited with the delivery time to be within just 3 days.

Finalisation and Purchase

Good: He confirms the orfer without hesitation and is happy with COD as the option available.

Fulfilment and Support

Neutral: 1.  He had to take the effort to check the satus himself, by going to the buyonline website. Bad: 1.  He expected to find the tracking on the website itself, but to his frustration realised that had had to go to a 3rd party delivery partner website for that. 2.  3rd party website was a badly designed one, so much so that he couldn’t figure out how to track his order. 3.  He learns from the customer support that his order is delayed. Whatever be the reason, doesn’t matter to him. He was promised a 3 day delivery. 4.  Customer support doesn’t help when he explains that he can’t entertain the delivery person to refuse the item and cancel it post delivery. 5.  He had to purchase it offline at a higher price and wasn’t compensated by buyonline for the extra he had to pay. 6.  Three dfferent delivery people called him asking the same thing despite him telling that he’s not at home, leaving him completely frustrated.

Improving the experience User journey steps

Experience (Neutral + Bad)

How can the experience be improved?

Discovery

Good

In search results, filters should be made available for products that 1.  Would be available with ‘buyonline’ provided delivery vs 3rd party delivery 2.  Would have tracking available on ‘buyonline’

Engagement

Good

Promises are made at this step wrt the fulfilment and support step of the journey. The product details section should set the right expectations in terms of 1.  The real expected delivery time (range, or a dispatch date is better if they the company doesn’t have 100% confidence on the delivery date) 2.  Whether it would be delivered by buyonline or 3rd party 3.  Whether tracking would be available on buyonline or not 4.  Cancellation policy in when it comes to both pre-payment and COD

Finalisation and Purchase

Good

Nothing much seems to be broken at this stage according to the narrative.

Fulfilment and Support

Bad

1.  Delivery of key items should be taken up by the company on its own delivery network. 2.  Even if using a 3rd party delivery network, it should make the tracking available on its own website, using APIs of the 3rd party and it should be with a delivery provider with a better order managemet so that the delivery guys don’t attempt it multiple times even after the customer has refused. 3.  Customer should not need to come to the buyonline website to track the order, any important change in the status should be communicated. 4.  If the order is getting delayed beyond the expected date, the company should proactively communicate this to the customer. 5.  If the customer asks for cancallation because of a delay, the company should not only NOT bother him with refusal at delivery, but also compensate him with an apology token equal to the price difference of his cost and offline price.

User Journey Map Create the updated user Journey map Going to Vacation, needs a camera

Searches for the camera he wants

1

2 Goes to buyonline.com to buy

3

Checks delivery Add the product to date range & fee cart

4

Filters results by the Checks delivery delivery mode & mode, cancellation tracking availability policy Discovery

Awareness

Engagement

Goes to his trip happily without being bothered by delivery staff, since they have received a note from buyonline itself

12

7

6 Selects COD as payment method and orders Finalization, Purchase

Gets email, sms that his order is getting delayed with a tracking link for buyonline Requests for cancellation on the website

Buys from offline store, but happy with the customer service, he decides to give it another try another time

13

5

Receives order confirmation

11 Order cancelled, customer support calls to express regret and they’ll issue an apology token (discount coupon) Fulfillment & Support

10

8

9 Clicks on the link to reach the tracking page and sees the reason for delay there itself

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



Give reasons for you choice above. Great UX has to be ensured at each touchpoint of the customer with us. This includes, app, calls, physical visits, any services that we provide that go beyond the app experience itself. The reason is that often the app is just a channel for us to accept a service request from the customer, while the actual service might be delivered out side of it.