As the Product design Lead for the after order space I have led a team of 3 designers, a ux writer and researcher through establishing a vision and strategy for our outdated space.
We focussed on increasing trust, transparency and re-assurance by adding clear support routes, managing delivery expectations through transparent time information and contextual notifications and improving the overall usability of the space and reducing our north star KPI: The amount of customer support tickets.
The aim of this project was to address the "After Order" phase of the customer journey at Just Eat Takeaway, which had not been revisited for over three years. The team faced significant challenges including ambiguous ownership, a lack of product vision, and unclear purpose, leading to an iteration-led loop that failed to meet customer needs. Our mission was to create a more reliable, transparent, and reassuring experience for customers post-order, addressing the confusion and frustration evident from customer support tickets. Our objectives, based off company and consumer vertical strategy:
How might we decrease the negative sentiment around unreliability and create a lovable experience (company strategic objective)
How might we uncover and communicate information in a more clear way to our users?
How might we give our users a sense of control and support them when needed?
How might we reduce support contact rates.
Our team comprised a diverse mix of talents, including product designers, UX researchers, and product owners. Together we adopted a comprehensive design approach that involved multiple phases:
Team formation
Assembled a diverse team of experts, including product designers, UX researchers, and product owners, to cover various aspects of the customer journey and to align on expectations, and needs for our domain.
Discovery phase
Conducted competitor analysis, exploratory research, and user interviews to understand customer behaviors and needs 9. This phase included mapping the customer journey and identifying pain points.
Collaboration through workshops and design thinking sessions
Facilitated workshops with stakeholders from customer support and logistics stakeholders to frame problems and align on objectives. We also held 2 hackathon days with our mixed teams to increase engagement and involvement.
Prototyping and testing phase
Developed prototypes based on insights gathered. Conducted user testing and A/B tests to evaluate concepts and gather feedback
Iterative design
Created multiple design sprints focused on key features like the Food Tracker and customer support elements, ensuring we incorporated user feedback into each iteration
To gather stakeholder buy-in and alignment we went with an approach to design the future state first, incorporating our insights into design. This led to more constructive discussions as well as understanding from stakeholders. As the space was neglected for years and was dealing with ambiguity - stakeholder management was one of the key aspets of my role.
The redesign yielded a structured After Order experience divided into relevant phases: pre-confirmation, in delivery, and post-delivery providing contextual information and support tailored to the order's status. Key features included:
Contextual status updates to provide transparency.
A reassured timeline instead of exact minute countdowns to manage expectations.
Improved support visibility tailored to each stage of the order 2223.
Enhanced communication strategies with empathetic messaging and clear calls to action.
The changes resulted in significant improvements:
Customer Satisfaction (CSAT) increased by 13%, reaching an overall score of 86.52%.
Net Promoter Score (NPS) improved by 10 points, reflecting increased customer loyalty 27.
Reduced customer support tickets related to order inquiries by 18%, due to better self-service options and clearer communication
The average ticket resolution time dropped from 120 minutes to just 9 minutes, significantly enhancing operational efficiency
CSAT
+13%
NPS
+10
CUSTOMER SUPPORT TICKETS
-18%
SUPPORT RESOLUTION TIME
-109 min
Looking back
In the screens above you see the iterations we have created after merging Just Eat and Takeaway and the development of our new design system. Overall, this case not only improved the After Order experience but also fostered a culture of collaboration and innovation within the team, leading to higher employee satisfaction and growth opportunities - promoting 2 of my designers.
This project reinforced the importance of:
Cross-functional Collaboration: Engaging various stakeholders early on helps align goals and gather diverse insights.
User-Centered Design: Continuous user feedback is vital in creating a product that genuinely meets customer needs.
Contextual Communication: Tailoring information to the customer's journey helps manage expectations and build trust.
Iterative Development: Embracing an iterative approach allowed us to adapt and improve the design based on real-time feedback.