Challenge

An app that lets you send cards and photo gifts was having problems with it’s Order History page.

From user heatmaps on AppSee, we could see unresponsive taps on orders in the Order History page. It seemed users were looking for more options.

In the customer feedback platform we saw a high number of users asking how to edit or cancel orders.

There were a high number of customer service tickets complaining orders hadn’t been delivered.

Goal

Redesign the order history page to make it easier to use and give users a better experience by allowing them to copy, edit, and cancel orders easily in the app.

Reduce the number complaints about missing deliveries being received by the customer service team and reduce requests to edit or cancel orders.

Approach

With the help of a UI designer and a product owner, I wrote a list of user stories based on what we had heard and seen from users.

We explored trends for order tracking in other apps and had a look at what our competitors were doing.

We decided we wanted to incorporate a progress bar for every order, which required some coordination with the front and back end engineers to determine what information we could show.

We wanted the order history page to be simplified, showing top line information that would then allow you to tap through to more detail.

We also decided we wanted to allow the ability to resend a card from within the app, instead of emailing customer support to request a refund. After confirming this was possible with the engineers and getting approval from stakeholders, we wireframed some new solutions.

I worked closely with the UI designer to ensure we used real content in the wireframes and that there would be enough space to say what we needed to say to help the user.

Outcome

I paid close attention to how we worded details about the order in order to reduce customer complaints.

I chose to write “Posted by <app name>, delivered by <courier name>” to emphasise that once the order had left our hands we no longer had control over it.

I did the same for the new feature to resend a card that hadn’t arrived. By using the words “we’re sorry to hear your card got lost in the post” I could shift any blame for the card not turning up.

There was also:

• an increase in net promoter score (NPS)
• a change in attitudes and keywords seen in our customer feedback platform
• a reduction in the number of complaints to customer service about their order not being delivered
• a reduction in requests to customer service to change orders.