Design the Order History Experience
- Bring core functionality to the new mobile responsive site to replace the legacy desktop site
Company / Role
UX Practice Lead at Best Buy Canada
- Design team included: UX Designer (myself), UI Designer, Copywriter
- Product team included: Product Owner, Scrum Master, engineers, dev ops, and QA
Goals for this Project
- Define a minimum feature set for Order History and Order Details
- Identify and measure the metrics that matter
- Deliver an ultra lean, iterative design and implementation
- Gather all known data – the existing information and reports that people were making decisions with
- Discover stakeholder assumptions – connect all stakeholders to align on expectations and targets
- Research customer needs – why are customers coming here, what do they need, what is working and what isn’t
- Set the Vision – more than just a specification, teams need a vision which allowed them to all contribute to the design and development
- Define the architecture and interactions – building an information architecture and interaction design allows applying heuristics
- Test the design – evaluating the success of the design with real people
Heuristics and Analytics
Reviewing the data analytics that the Product Managers were working with and performing a UX Heuristic Analysis revealed several possible issues:
- Available actions not clear
- High abandon on Orders search results page
- Pathing problems
- Painful navigation could cause users to call customer service
Customer Service Research
The call center volume for Order information was a significant company expense. This turned out to be the key metric we chose to target.
- The top 4 problems customers called about represented 40% of all orders calls
Call log data showed the primary reasons customers were calling in. Word of Mouth from the customer service team shared the biggest frustrations for customers and why they decided to call.
I started from some of the customer questions that were idenfitied and produced flows to identify thought and action processes to clarify pain points and opportunities.
I wanted to align the team on a vision for the work we were doing and to focus not on building a feature but on solving a set of measurable customer needs.
I also wanted to give the team a north star, a distant target that we wouldn’t be building today but a vector we should be moving toward. I’ve often found that providing this can often allow designers and developers to idenfity the correct frameworks and architectures to ensure long-term platform stability.
In this case the vision for Order History was:
- A Personal Concierge – all of their things in one place and recommendations related to what they already own
- Relationship Building – we are there when they need us and they know how to get what they want or to talk to us directly
- Customers feel invested – each time they visit our site or make a purchase they gain value above and beyond the product they purchased
The information architecture starts by organization the information in the priority of importance to the user and what they’re doing. Then it proceeds to organization on the page.
At Best Buy UX and UI designers were separate roles. Initially UX designers were designing high fidelity mocks. My goal as UX practice lead was to shift the dynamic so that UX designers would profide low-fi specifications and layouts and the UI designers, who were experts in the Design System, would choose the tools and components to meet those specifications.
Our legal team clarified what information could be availble publicly vs privately which allowed me to step into a business analyst role with one of the engineer architects to define the order of operations for authentication and what information the customer would need to provide.
Initial designs from the UI designers were reviewed by myself and other stakeholders to provide quick, iterative feedback.
We applied two different methods of user testing here:
- Remote unmoderated testing for quick spot checks of interactions and sequences
- On-site live testing for detailed feedback and Q&A
- Moderator / Observer model
- Observer had a coding sheet and recorded anecdotal evidence
- Video and audo recordings of both the screen and the user
Overall this project was a resounding success, we achieved:
- Significantly reduced Customer Experience calls regarding Order Status and Returns
- Reduced bounce rate to the Contact Us page
- Improved tracking of when customers chose to call CX vs self-help
- Reduced multiple visits to Order History – customers were finding what they wanted the first time
- Lowered number of page visits in the Order History customer path – customers got to what they wanted quicker
This set of pages received several iterations toward the vision over the following years.
Account Concierge Screen