When working within the camping range, we received a lot of complaints that the user would wake up in the middle of the night with the tent leaking. With total refunds for a tent being around 7%. After receiving a number of the returned samples and assembling them in the garden and leaving them up over the weekend, none leaked.
The actual problem came to light when we received one returned sample, that showed the knots that this particular customer was using to tie their guy lines.
This showed that there was a lack of knowledge in our customers when it came to camping. Showing that we generally dealt with new/novice campers. The products were fine but although the Instruction manuals were benchmarked with competitors, we were missing vital information to let novice campers understand how to set up tents to avoid morning condensation.
So a relatively simple change to add more information within the IM that helped reduce returns and give our customers a better experience. That showed how important it is to understand the customer that buys into your specific product, and not just the range as a whole.
A personal project looking at the home page of the Halifax share dealing site.
Whilst using this I found that the homepage didn’t offer much other than a form a set of links to other areas of the site. There were 3 sets of links which made it difficult to know where you should be focusing your attention, from a set of 6 icons, to a right hand nav, to quick links that weren’t categorised in the footer.
What I wanted to do was have a quick play that would give the user more information about their account straight from the offset, as well as an option to allow the user to immediately search for quotes, rather than have to drill down through the site to find the share dealing account.
- Icons originally merged in with advert so user overlooked these.
- Icons have been reduced in number, and placed in location where user can
clearly understand their purpose.
- Research and buy section moved into a more prominent area to allow customers to quickly buy and research shares.
- Best and worst performers have been added to front page to give user key information about their account.
- Navigation moved into a overlay to free up space within page, and to allow a
consistent navigation across website.
A personal project, looking at the process of booking a test drive, and Identifying friction points within the journey.
The original site
Notes from competitors
What the User needs
- To be able to speak with the local dealer.
- To find the right car for my needs/ interests.
- To understand the options available to me in terms of optional extras, costs, and finance deals.
- To understand where my local dealer is located
What the dealer needs
- To be able to open up a conversation with their potential customer.
- Understand what the customer is looking for, or needs, to help them find a car of their choice.
For the Dealer
- Allow local dealer to manage their test drives within a CMS, to help them build a relationship with the customer, before even meeting them.
- The dealers name and branch appears before the confirmation page, giving the user a contact name even if they choose not to take a test drive.
- After confirmation an option form the user can complete, allowing dealer to find out more about customer, such as yearly millage, sports, family, pricing.
For the user
- To include something similar to a what you find when booking a delivery within a grocery website that shows time and date. This is widely used, so the customer will already have a mental model for this process when booking a time and date for their test drive, and will easily shows slots already taken.
- Options so the user can easily add date and time of test drive to a calendar of their choice.
- To be given the name of the dealer that will look after them on the day of the test drive.
- Receive a confirmation of the users choice, whether this is a call, email or text.
- Have a short checklist to understand what they have ordered, whilst allowing the user to go back and change items if needed.
- Users initial input of post code to be used to find local dealers as well as helping to fill out address form later in the journey.
- System to hold onto the input information by the user when navigating forward and backwards through the journey.
- A version of the test drive application to be built so that dealers can add within their own websites.
- Sign up to be moved to a Facebook, Google log in. Allowing customers to browse first and see if car/ date time are available for their chosen car.
- Inline validation to be included.
How manufacturing faults can lead a user to think their product has failed. Whilst at TESCO I was given a product that from first impressions was great and met everything the user would want, from being able to produce thousands of bubbles over a short period of time. But the reviews were poor, and the returns figures were increasing more and more. The complaints coming back was the after a period of time the wand would fail, stopping the machine from working. This product had been on sale for a number of years, with similar reviews and quite a high returns percentage.
After getting a few returned samples in to the office, along with buying some brand new, we put a few batteries in and found that out of the 10 I had on my desk, 9 worked fine, which immediately made us think that users were returning these after a summers party, as they have served their purpose. Exploring more and leaving the machines to run, sure enough the wand in each of the bubble machine started to fail, leaving only the fan in the back rotating until the batteries ran out. My decision was then to replace the batteries to see what would happen. Sure enough, the Bubble machine began to work fine.
This immediately showed that the actual product was made out of two circuit boards and simply the batteries had run out in the wand. Quite a simple oversight when manufacturing the machine had led to around a 10% returns rate for a product where simply one half of the batteries in the product had run out. It was surprising how simply this could be fixed by joining the circuit boards into one, then allowing the customer to see the cue of when the batteries were running down as the wands and fan begin to slow and eventually stop together.