A self-help proposal for Pão de Açúcar customers while bringing good earnings to the business.
My role
Product Designer
Team
Joel Siva — Product Designer
Timeline
4 Months
Responsibilities
Research
Usability tests
Visual interaction
Prototyping
Pão de Açúcar is a retail chain that handles a high volume of orders through digital channels.
The current system was experiencing problems with orders that were incorrect, damaged, or different from the original purchase. This scenario generated a large number of customer service calls, which affected operational efficiency and user experience.
Our challenge was to develop a solution that would automate the process of reporting problems with orders, giving customers more autonomy and agility, while reducing demand on the service team and generating savings for the business.
We used an email survey to gain insight into customer experiences with service channels and to map the pain points and behaviors of GPA customers when their purchase includes missing products.
We got good results with 109 respondents to all 33 questions.
As a starting point for the project, we carried out a survey to map the profile of users and understand their behaviors, preferences, and main pain points when dealing with this type of problem. The research helped us identify the biggest frustrations during the purchasing experience, as well as validate hypotheses about bottlenecks in the resolution process.
Understanding the preferred channel of customers
We found that the telephone is not only the most commonly used communication channel, but it is also regarded as the most effective method for resolving issues. To gain a better understanding of this, we conducted a more in-depth usability test to evaluate whether the proposed solution aligns with the user’s perception of this channel.
Usability test
Gain of Time and Agility
Conversational Interface - The flow allows the customer to autonomously report incidents related to missing, damaged, or incorrect products in their shipments.
Auto-resolution - Users can quickly identify which item has a problem, select the type of event, and choose the form of compensation they want - all without having to contact an agent.
Status tracking - Track the progress of a request in real time, from confirmation of submission to completion of resolution.
Projected impact
Together with the customer support department, we were able to make impact projections with the implementation of the MVP, which can be expanded to other types of problems.
Reduction in customer service positions.
Half-yearly savings on service position contracts
Reduction in the volume of customer service contacts
The functionality has the potential to be extended to other types of problems, expanding the scope of self-service and saving on service positions.
Key Learnings
Next project
