How we reduce calls for Sendo Customer Support within design

Tran Nguyen

Senior Product Design Lead

Background

Digital Good Services (DGS) is one of the projects of Sendo.vn, an e-commerce platform that is established to help customers come to Sendo not only to buy physical products but also can help customers experience online electronic payment services such as Electricity, Water, Internet bills ... or entertainment services such as Movie Tickets, Game Cards. ..etc.

My Role

I am the only Product Designer on the team and I am working with stakeholders like Business, Developers, and especially Product Owner (PO) to define problems related to users or understand business goals the team is aiming for.

My main tasks:

Competitors research
Conducting workshops to gather opinions and information from stakeholders.
Research users to validate ideas and gain user insight.
UI design
Create a design prototype

Competitors Research

Ecommerce in Vietnam is also one of the most dynamic internet markets in the world with around 50 million internet users presently. The online retail market of Vietnam is driven by major players such as Lazada, Tiki, Shopee, and Sendo.

Our main competitors are:

Shopee
Tiki

Define Problem

The problem we face is users usually call to Customer Care (CEC) department and complains that they don't know about the status of their orders when they purchased DGS services. We realized that it was a critical problem because it will increase Churn rate, which means, users will stop use DGS services and leave Sendo.

Our goal: reduce customer calls to CEC.

User Personas

My first task is not to sit down and open a design tool to do... I meant I will design fancy UI screens after understanding user. Yeah, you're right, User-Centric Design 101: Know your user first.

Based on the interviews with stakeholders, I gathered information and set up 2 personas

1. Individual user

Age: 18 - 40

Gender: Male, Female

Location: Tier 1 (focused) and tier 2 city

2. Wholesaler

Age: 18 - 35

Gender: Male, Female

Location: Ho Chi Minh city (tier 1)

Hypothesis

Before defining the hypothesis for the problem, we will use DGS services to get experiences in order to find out the answer to solve the problem if we can. The services we chose to experience was phone top-up, and here was the screen after I purchased the service:

What we saw was the text tell user waiting for 10 minutes to 4 hours after purchased when their order is processing but don't have any clues to let user know they can check their order status in Order History, which we put in....SenPay app (Sendo's wallet). So, the point is: if user doesn't install SenPay app, they can't find a way to check their order status.

Therefore, we start to write several hypotheses states as follow:

If we design another Order History screen and put it in the app for DGS services, then the complaints call from user to CEC will be reduced.
If we work directly with the service providers to shorten the order processing time, the customer will stop calling CEC.

Hypotheses Validation

In this step, we will find a way to validate the first hypothesis. I have discussed with the User Research team to see which User Research method we can use to validate it. And the methods we will use are Usability Testing and User Interview.

Here is the plan:

We invited five users who came to the workshop and gave them the tasks to buy the DGS services in Sendo mobile app and web, then we will interview them to get their insight.

The result we get tell us that user doesn't know they should check their order history in SenPay app, not in Sendo app and they keep asking us that "why I can't check my order history in Sendo app? why Senpay?"

This proves that our hypothesis is correct: We should have an Order History for DGS services in Sendo app.

Solution

We already have solution in previous step: Design an Order History for user can easily check their order status in DGS screen instead of SenPay. However, we have not worked with suppliers to improve order processing time, so, we realized that we need to send user notification to inform them about their order status.

We use User Story Mapping tool before design UI screens. By visually mapping user stories out, we break the customer journey down into parts, making sure nothing gets missed and they get a fluid experience.

It will look like this:

After completing User Story Map, we move to define the User Flow based on it.

Wireframing

Next step is drawing wireframes. This is quite important because wireframes will help you and other stakeholders understand concepts that you want to present without spending too much time and effort editing upon receiving feedback.