Order cancellation
How we reduced Order Support-related tickets by 45% after providing better user feedback on why orders were being canceled.
Role
Leading Product Designer
Contribution
Visual Design, Discovery, Handoff
Company size
2,000+
Platform
iOS, Android, and Web
Countries
Brazil and Colombia
Industry
Food and beverage, E-commerce
How it all started
Customers were unhappy about the communication of orders, which were frequently being canceled.
The NPS survey was consistently showing that through the feedback provided by users and also on Reclame AQUI, and on app reviews.
The names and images were added for illustrative purposes.
Source: NPS Survey 2023.
Previous experience with order cancellation.
The feedback
was not informative
Even though there was a feedback status once the order was cancelled, users were never informed of the reason why it was happening.
The copy also did not provide any alternative to prevent this from happening.
Users had multiple orders canceled, and no instructions on what to do next or how to prevent it.
How did this problem impact the business?
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📲 High cost per ticket due to the large number of contacts to get user support.
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🚶♂️ Users were leaving the app due to problems with orders and delivery.
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🔻Lowered NPS as it was a critical aspect of the experience; if users are not getting their orders, it negatively impacts user satisfaction and NPS.
Our hypothesis
We believed we could provide contextual feedback for
cancelled orders and offer alternatives for the user to
solve the problem autonomously.
At first, we had to understand the scenarios
How could we talk about providing contextual feedback on cancellations if we didn't know the scenarios in which orders could be cancelled? The first step was talking to the zones and understanding their cancellation scenarios.
From what we learned, it could be due to some of these reasons:
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The product is out of stock after the order is placed
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There's a problem with the delivery
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The payment was not made on time
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The address is incorrect
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There's an information mission on the user profile
13 reasons
That was the amount we mapped along with the zones that they already used in their ERPs.
Some of these scenarios had existing flows to be solved.
Such as updating information, address, profile information or making a payment before the delivery.
We connected to other
ongoing initiatives
Our team and the Fintech team were working on another project on how to help users make their payments on time.
It was our opportunity to understand if we should also trigger notifications outside the app to inform about cancelled orders.
We did a massive communication mapping to understand
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The tools we used
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The frequency of messages being sent
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The channels
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How many of our customers were actually being reached and engaged with the existing communication
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The zone specific communication triggered
We decided to keep it in the app but also to inform
We did not want to overwhelm our users, but
we understood that having an order cancelled is critical for them to know, and time counts.
A push notification is triggered as the status changes to Declined.
Scenarios with an action
If the user had his order cancelled for a reason that can have an action to solve, there's a button leading the user to enter the flow.
Challenges and takeaways
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Decrease in the number of support tickets: After only 3 months, there was a 45% decrease already.
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Content was essential for this feature to be successful: Knowing the user and understanding how to communicate through a clear and concise message was key for a positive result. This was achieved through collaboration with the UX Writing team