Back Market is an online platform dedicated to refurbished electronic products, providing an affordable and sustainable alternative while reducing electronic waste..
Antoine Puig, Senior Product Designer at Back Market, briefed us on one of their recent business challenges related to Customer Care.
31% of customers use the after-sale service.
The challenge
How can we minimize human intervention by Back Market agents in adressing issues related to orders and products ?
Benchmark
Learning from competitors
We went through various competitors Customer services to understand the basics needs of an assistance service.
USER REASEARCH
On the User's side
We conducted qualitative and quantitative interviews to define user's needs in terms of Customer service.
Our priorities during these interviews were to :
Qualitative Study : Users Interviews
Interviews
80%
20%
5 peoples
22-63 y/o
Benefits :
Understand user’s emotions
Flexibility for users
Depth and Detail
Quantitative Study : Online Survey
Online Survey
Web
45 answers
21-65 y/o
Open & closed questions
Benefits :
Efficient Data Collection
Easy Distribution
Anonymity for user’s
What have we learned ?
These are the key insights that will guide us to the first version of our prototype :
HOW MIGHT WE ?
How can we help customers to solve their issues before they even ask for assistance ?
Business REASEARCH
Analyzing Data claims
Datas we received from Back Market :
The list of claims categories and their monthly occurrence.
The detailed list of claims, categorized under 'Customer Issues' (150 entries).
Orders are mostly made from mobile browser explorer.
In real condition we could collaborate with data analysts, to rearrange this list of Customer Issues chronologically and proportionnaly.
By doing so we could predict which claims are more likely to be raised.
This "pre-shot" concept is the core of our solution.
List of all possible Claims
customers calls for a claim
customers calls for a claim
OUR SOLUTIONS
Big small adjustments
USER TEST
Verifying the solutions
We quickly prototyped and conducted users tests, as the time allowed for this project was very short (2weeks).
Our panel was made of :
6 marketplace users
From 22 to 63 y/o
We put them in `2 situations :
They just ordered new headphones, but they wrote the wrong address. So they need to change it quick
Then, they received a new phone, but they didn’t got a charge cable in the package. They had to find a solution.
Setting up the "Pre-Shot"
User though that there were not enough possible claim proposed.
So we added an entry point to the FAQ in the pre-shot list.
2.1 Revamp the profile management
Users didn’t identified the horizontal scroll to navigate between cards of current and past orders.
We decided to design in a more rooted way in users habits. We listed orders one after the others, as categorized cards
“Current order” card was reduced with only the essential information provided first. If users need more details, the card is expanded with a dropdown.
2.2 Revamp the profile management
Users identified the FAQ and “Help & Assistance as pushed ads because of their colors.
We used softer hues, from existing colors of Back Market’s design system.We also removed the search bar from the Profile Dashboard for a simpler interface.
Simplify access to order tracking
Users didn’t understand the order tracking icon.
We replaced it with an existing icon from Back Market's design system
Conclusion
We could go further
This is the initial phase of our solution aiming to automate the detection and resolution of issues.
We focused our efforts on providing solutions for a few parcel-related issues at the beginning of the ordering process, due to the time constraints of the project.
However, our approach is scalable, capable of addressing the entirety of the order, even after its receipt, thanks to the management of claims
If you want you can watch the full video prototype of our solution :
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Merci bisous !