Buyer journey map
We (members gathered form UX, customer service teams) created a journey map for various personas starting from the discovery step to post-purchase step. In total, we had 6 steps where we looked at what users are feeling, thinking and doing.
Eventually, we were able to harvest our most negative and positive steps. This tough exercise gave us the opportunity to prioritize opportunities and risks. Moreover, this clarity that journey map provided created a user-oriented communication base within the entire company. In the end, we had 4 focus areas.
Eventually, we had to switch our focus and think of the other side of the coin, sellers. Everything could be perfect on a digital level but sellers were the organic part of the journey and they had most of the responsibility to make the buyer happy. So we created a flow to inform the sellers when a first-time buyer buys from them. We explained to sellers why a seller should pay more attention to a first-time buyer, what can they do differently. In the end, we noticed increments in second-time buyers, NPS.
Return-refund is one of the core steps of the journey. Even before making the purchase users are looking for their options in case they don't like what they are about the buy. And we knew that our customers were not happy with what we were offering.
Actually, rules are quite clear, make it easy&quick, make it one click but when you have thousands of small&medium business in your system, it's not that easy. You have to make sure that both sides are happy at the end, you have to make sure that sellers can respond the return&refund request, you have to make sure that seller would understand the main reason behind the return.
With all these in mind, we created a time-based system which allowed sellers to respond in a decent period of time while buyers were able to track the status of the process. As a result, we were losing fewer customers after the return&refund process and the number of repetitive visits&purchases was rising.
Mobile apps & responsive web redesign
One of our team's responsibility was to redesign all mobile platforms. Our redesign process was based on AB tests and usability test. First of all, we focused on the problematic areas that we extracted from customer journey map. My main focus was product pages. I had to reflect our parallel work on structured data project to the product pages.
Moreover, we focused on issues like building trust, understanding the most relevant information for different segments and scarcity on a decent level. Tested tens of variations, killed many assumptions.