product design
Design Challenge
Understanding the data in relation to the user
The challenge presents with a large pack of data and while this can and should enrich insights, this is possible when this data is converted to palatable information.
Another consideration is to analyze what information is relevant to which users.
The solution focuses on delivering visibility of feedback based on the NPS in a way that is clear and results in actionable tasks.
This is made possible by interpreting user personas and digesting the data pack to filter what must stay, what is good to have and what might be for some users confusing and hence to omit from the dashboard.
Dashboard for the Store Manager
The NPS is conveyed with clarity with information that supplements the possible reasonings behind why the score is what it is.
Should the manager wish to explore further, they have the option to “learn more” straight from the dashboard.
The mystery shopper score is also presented with a suggestion deduced from analysis of the NPS.
Presenting these improvement topics and themes as “tags” eases the process of looking into what customers are actually saying to gain a deeper understanding in order to make experiences better
Information is consciously presented as such to make it more approachable and accessible.
Helping the store manager with concerns regarding time pressure and providing quick actions to improve basket-size and customer value stats are theme that can be explored further.
Dashboard for
the COO (executive)
The COO must have a broader perspective to fulfill his responsibilities. While the NPS is still a strong indicator of customer experience for him, it is the overall region performance that he will review to evaluate what needs his attention.
For this purpose, each widget on the dashboard comes with tabs to help him sort through the regions with ease.
Further, an NPS heatmap proves helpful to deliver important active statuses of multiple stores in regions specifically. It goes a step further to point out which specific regions/stores need attention and which may offer insights to learn from owing to their improved NPS.
Regional progress alert tags can help executives learn the actualities of issues on-site to better inform the policies or recommendations they make.
Directly connecting revenue generated to the NPS can be explored by further analyzing the data pack which should lead to improved training materials for the staff to deliver improved customer experiences.
Analysis to uncover the issue
I would approach identifying the root cause through an approach combining both qualitative and quantitative analysis. Questioning behavioural patterns results in probes that offer not only insights but often methods for improvement. Of course, numbers rarely misguide and so it is in order to see what patterns they keep.
Metrics to examine the decline
Measuring different data points is essential to diagnose the issue at hand. While there are many factors one might consider, they may not all bring for relevant insights.
Here are some of the metrics I would use and why I would use them.
Journey Mapping
Scenario i
In this scenario, we observe the user journey of a new user interacting with the website for the first time to make a complete purchase.
It is clear that there are many steps involved that can cause fatigue to the user. By the time they reach the feedback survey, they do not have the space to go on answering long form questions, abandoning the survey.
A simple fix would be to keep the questions quick and give back the user time. They will then be more likely to make space to answer an overall long form question.
MVP: Restructured survey to give back time.
User tests to validate: contextual inquiry, timed remote usability testing, A/B testing across different channels (phone where people spend lesser time vs desktop where people are likely to spend more time).
Journey Mapping
Scenario ii
Here, the user is someone who has interacted with the website to make a purchase a number of times.
Here we see that the earlier fatigue is removed owing to familiarity and saved details that make the purchase process much quicker and easier.
The issue uncovered is the repetitive nature of the survey. The user has seen and filled this before. This could be owing to over-targeting. A simple change in the survey presented can still earn us continued feedback from loyal users.
MVP: Refreshed CSAT survey to offer a change and continue engagement.
User tests to validate: A/B testing to conclude which format is actually best to use CSAT/CES or a single NPS.
An app I use regularly: Spotify
I use Spotify nearly everyday. It is essential to me as it keeps me company on my daily commute and while I cook, and it also helps me relax when I wish to meditate.
I love how it helps me discover new music with near no effort. I also like how I can filter through just my music suggestions or just my podcasts.
In my time at Moore Park Golf, I get to interact with many members who use their smartphones with ease when it comes to things they are passionate about (such as golf). I imagine they would adopt a user-friendly app for music as well.
As this is a music app, its users can be from any demographic. A new user I would be intrigued to see using this app would be people over the age of 70 years.
New Market Potential
New Feature & Experience Enhancement
A feature that could make using this app more worthwhile and enjoyable for these users would be simply to add an easy way to access the “radio” or even Spotify’s new “DJ X”.
This rids them of the hurdle of selecting a playlist or making one allowing them to simply jump into the experience of music curated to their taste in a single tap.
Spotify already has song-based-radio stations, if not adding options for actual FM stations.
I would propose replacing the “create” tab as it houses shortcuts to features that demand less urgency (such as creating a playlist) and can be found in their relevant context.
