Brief
JBL is a company that manufactures audio hardwares like loudspeakers and headphones. Lately, they have struggled with retaining their loyal customers with the likes of new-age audio companies.
Design a post-purchase experience that will help JBL to
Design a post-purchase experience that will help JBL to
- Retain their loyal customers
- Increase their revenue
- Acquire new customers
- Create a separate fanbase for their brand
- And to provide a better customer experience
Duration
The project took me Four days to complete in August 2022.
My Role
I did everything from research, ideation to final implementation.
Scope
The scope was limited to improving only the post-purchase experience.
The Process
I followed the 4 basic steps of the design process, Research, Analysis, Ideation and Implementation.
Research
User Research
Conducted semi-structured interviews with 5 people to gather insights from their post-purchase experiences.
I made a questionnaire to understand the issues people face and to get insights into their needs.
Goals and Expected Outcome
- To understand how essential the post-purchase experience is for them.
- To understand issues faced by people after purchasing items online/offline.
- To understand their expectations for the post-purchase experience.
Questions
- Do you know what a post-purchase experience is?
- When was the last time you had a great post-purchase experience? What went right?
- When was the last time you had a bad post-purchase experience? What went wrong?
- Has it ever happened that you decided not to buy items from a certain shop/website after a bad post-purchase experience? What happened?
- Do you actively give feedback to sellers to help them improve their services? If yes what kind of feedback? What do you expect from them?
- What compels you to buy again from a shop or website?
- Was there a time when you liked a post-purchase system of a particular shop?
- Was there a time when you felt like a brand/shop cares about you? When you went back as a returning customer.
- Do you follow brands on social media and buy stuff from them if you see something you like?
- If two brands are selling the same thing then what makes you choose one brand over the other?
User Quotes
After going through the notes and analyzing the issues faced, I wrote down some high-level user concerns. These guided me to write down the needs and requirements.
Key insights
- People want to feel valued.
- People want hassle-free returns.
- People want to shop from places that know them well.
- People want to shop from places that care about their needs.
- People like to shop from places that accept their fault and don't blame the customer.
- People like to shop from places that don't upsell or cross-sell unnecessarily.
- People like to shop from places that provide services on time.
- People like to shop from places that reward loyalty.
Secondary Research
Conducted secondary research to understand the importance of post-purchase experience and how it affects revenues and the brand value.
Analysis
Defining needs and requirements
The primary and secondary research provided many insights into the problem at hand and helped me define the requirements and needs while ideating. I've listed the Top 4 findings below
People find the process of raising an issue complicated.
There should be multiple ways to register an issue. We could provide resources or services that help them resolve common issues on their own.
People want assurance that their complaint is being attended to.
There should be more transparency in the customer support experience and people should be able to keep a track of their complaints.
People want to feel valued as a loyal and returning customer.
Returning customers and Loyal customers should be rewarded for their loyalty in some way or other.
People don’t want to dig up old receipts or go through 4 forms to claim a warranty.
It should be easier to register your products for warranty and also a hassle-free way to claim it when needed.
Ideation
Brainstorming
I wrote down ideas for every requirement and later prioritized it based on the impact.
Multiple ways to register an issue and easy to use customer support portal
- A chatbot with Natural Language Processing.
- A clean FAQ section.
- Dedicated workflow to register a complaint or raise an issue.
- A community where people can post issues and talk to people who are facing similar issues.
Loyalty benefits and returning customer benefits
- Preferential services like dedicated customer service person.
- Exclusive passes to events.
- Discounts on next purchase.
- Members only deals and early access to new products.
Hassle free way to register products and to claim warranty
- Automate registration after purchase.
- A physical card is given with the product showing instructions to register the product.
- Simple customer support portal and dedicated workflow to claim warranty.
Transpareny in the customer support experience
- A way to track all complaints.
- An option to talk to a human at every step of the process.
- Showing Estimated time to resolve.
- Compensating them with free coupons if the issue is not resolved on time.
Assumptions
- Solving for the online post-purchase experience.
- Assuming that peopel prefer using mobile phones over laptops or computers.
Implement
Home Page
Search for and buy products.
Community
- Having a community will help build a fan base for the products.
- The community can also be used by the people to discuss common issues and provide solutions to them.
- This will also help reduce the load on customer service by redirecting some traffic to the community.
Register Product
- A simple 'Register Product' workflow will motivate users to claim their warranty.
- This will help the company keep track of their products and also provide a seamless return/refund/exchange experience.
Post Registration
- Rewarding the user will help add delight to the workflow.
- Gamifying the experience will help retain customers and motivate them to register their products.
Things I could have explored
I could have provided a dedicated page to show what is covered in the warranty to make the process more transparent.
Ongoing Issues
- Organized help centre will help users easily raise issues and claim warranty.
- It will help them keep track of any ongoing issues as well.
My Products
- Helps keep track of all the products they own.
- Easy access to FAQs, User Manual and Warranty documents.
Raise Issue Flow
- Helps the user solve common issues before raising an issue.
Conclusion
The solution provided addresses the primary needs of the users.
I could also have explored the offline part of the post-purchase experience like communication with physical shops/service centres and made that experience better.
