From Calls to Clicks in the Post-Sales Journey
Although this case study is based on a real project, all data and variables have been simulated to ensure confidentiality
To reduce customer service calls, a retailer evaluated two web designs to improve self-service for post-purchase tasks like returns and order tracking: a minimalist layout with in-line options for each order, and a comprehensive layout adding a persistent left-hand panel to those same options. We conducted an unmoderated usability test, which confirmed the minimalist layout’s superiority in efficiency and qualitative feedback. Its implementation led to a 7% reduction in customer service contacts.
BEFORE
Lacking Clear Self-Service Actions
AFTER
Validated In-Line Self-Service Options
Project Overview
-
Duration: 2 weeks.
-
Role: Eduardo González led the project as the UX Researcher.
-
Team: Cross-functional team including Product Design, Research, and Product Management.
-
Key Tools: R (for data analysis) and UserTesting (for unmoderated usability testing).
-
Research Question: Which prototype allows users to perform post-sales actions more easily?
-
Methods: An unmoderated usability study with 30 participants (15 per prototype), comparing the two designs on success rate, completion time, error rate, and perceived ease across key post-sales tasks.
Gaining a Holistic View with Mixed Methods
Subtle design differences can have a major business impact at scale. To ensure we captured these nuances, we employed a mixed-methods approach:
​
-
Quantitative Metrics: Success rate, error rate, time-on-task, and ease-of-use scores (SEQ).
​
-
Qualitative Insights: Coded feedback from participant think-aloud protocols.
​
This comprehensive evaluation was critical to identify usability issues, as the key performance differentiators emerged only in efficiency (completion times) and nuanced qualitative feedback.
Note. Qualitative feedback from participants provided key context for the longer completion times with the Enhanced design.
Impact Evaluation
Contact Rate Reduction
Implementation of the validated design drove a 7% reduction in post-sale customer service contacts.
Strategic Impact
The findings informed key decisions across two executive strategic planning meetings.
