Assignment in Upgrad for user journey map for a dissatisfied customer of CoD e-commerce customer and the corrected/ better user flow for customer retention.

1. ASSIGNMENT
USER EXPERIENCE
Name: Anjani Kumar Singrodia
Email: anjanisingrodia@gmail.com

2. USER EXPERIENCE
SCENARIO
Archit, a photography enthusiast, is looking for a new digital camera, he is going on a holiday to Shillong after 5 days (Oct 5) so
he needs the camera to arrive by then. He goes to “Buyonline” website, he quickly finds the camera he wants, checks the
delivery time and upon seeing “Free delivery by Oct 3 (Three days later)”, adds it to the cart, and without incident, confirms the
order and selects COD as the payment option. Quick, easy — he is pleased and excited to receive the camera.
He was also e-mailed the tracking no. for the courier partner when the item was shipped. After 2 days, he wanted to check the
delivery status, so he went to the “Buyonline” website, but he was frustrated to find that he could not track the package there
and had to go to a third party website to track it. The website of courier partner was badly designed and he was not able to
figure out how to get the details. Then he called up the customer support of “Buyonline”, where he talked with the customer
support executive and came to know that his order was delayed a bit due to logistics issues at the courier partner's end. He
was unhappy with the whole process and asked to cancel the order as he needed the camera urgently. But the customer
support executive told him that COD orders can only be cancelled after delivery and not during while the item was in transit.
Archit explained to him that no one would be there to receive the package when it arrived. He was frustrated with the whole
situation and finally had to buy the camera offline at the higher price.
Also when the “Buyonline” package arrived the courier partner tried to deliver the package for three days before they sent it
back and every day a new delivery boy kept calling Archit about how the house was locked and where should he deliver the
package and whom should he deliver to?
Archit was frustrated with the whole experience and decided that he will never buy from “Buyonline” again and instead use
some other website.

3. USER EXPERIENCE
USER JOURNEY MAP
I want to
buy a camera
BUYONLINE
…contd
Customer I want to
buy moment! - Archit
sees the need to buy a
camera
Search and select - Archit visits Buyonline
website. Browses through some choices and
selects one. He makes sure the delivery time
mentioned is within his requirement.
Order - Archit then adds
the camera to his cart,
selects COD as payment
option and confirms order
for the camera. He is then
sent a tracking number
post shipping.
Track - Archit goes to
Buyonline website to
track but he is redirected
to courier partner website
which is badly designed.
He is unable to track his
package details.
Experience - Good (Hassle free search and
select based on customer’s criterion)
Experience - Good
(Customer able to select
various payment options)
Experience - Bad
(Customer moved away
from own product and
has to rely on third party
product for experience)

4. USER EXPERIENCE
USER JOURNEY MAP
Contact customer support -
Archit finds out from
customer support that the
order is delayed by the
courier partner and will not
arrive in time. He asks to
cancel the order, which is
denied by the executive as
CoD orders cannot be
cancelled in transit.
Purchase offline - Due to the delay
in delivery of the package, Archit
now has to purchase the camera
from a physical store as his
requirement is urgent before the
trip. Due to this, he has to pay
higher price for the camera as
physical stores don’t offer the same
discount as online stores.
Delivery - Archit is harassed
for three days while he is
travelling to ask about
location and person to deliver
the package to from the
delivery people.
Customer Lost - Due to the
entire situation, Archit
decides against shopping
on Buyonline website ever
again and instead use some
other website.
Experience - Bad (Customer
informed about the delay
only after he inquires about
the status, and he is also
unable to cancel order)
Experience - Bad (Customer is
frustrated and forced to commit
time to go out to a store before his
trip and purchase the item at a
higher price)
Experience - Bad (Customer is
called multiple times instead
of cancelling the order the first
time the delivery was taking
place)
Experience - Bad (It costs 6
times higher to get a new
customer than to maintain
existing, but if Buyonline
can’t maintain, it won’t be
able to sustain)

5. USER EXPERIENCE
IMPROVING THE EXPERIENCE
USER JOURNEY STEPS EXPERIENCE ACTIONS TO IMPROVE
Track Bad
i. Create own logistics supply chain or have exclusive contract with
courier partner so that they could customise their offering
according to Buyonline’s need.
ii. Have the tracking details on Buyonline website by crawling the
courier partner website for major information about status.
iii. Develop a dynamic system in delivery wherein any package’s
delivery address could be changed at a processing centre, since
there are multiple cases of impulse purchases made on e-
commerce sites on CoD which are later cancelled.
Contact Customer Support Bad
Raise ticket to customer support to report any delay/loss of package
from courier partner and take appropriate action to inform the
customer asap.
Purchase Offline Bad
Inform the customer of any delay as soon as possible so that other
options may be looked at by the customer in case the delivery is
urgent. In this case, if the customer is informed about the delay
faster, he could have ordered the camera at another website on
express delivery instead of him paying higher cost at a physical
store.
Delivery Bad
After the first attempt at delivery and customer insistence of
cancelling the order, escalate the issue to a supervisor and confirm
the request to cancel the delivery a final time from the customer,
instead of repeated attempts at delivery and inconvenience to the
customer.

6. USER EXPERIENCE
UPDATED USER JOURNEY
I want to
buy a camera
BUYONLINE
Archit decides to buy a camera He goes to Buyonline website and select a camera of his
choice.
He checks the delivery time,
payment options and places order.
He is sent the tracking number after
the item is shipped.
Customer support informs Archit
about the delay in shipping. Archit has
to then wait another sometime for the
delivery of his new camera. However,
Archit explains that he is going a trip
and won’t be able to pickup and
wants to cancel the order.
Customer Delight - Archit receives the new camera and is
happy that Buyonline support was able to come through
for him in time of his urgent need. He spreads word about
the situation among his friends and family and is more
inclined to shop on Buyonline than any of its competitors.
The camera is shipped by express
shipping which would deliver the
package before Archit goes off on
his trip to Shillong.
Given Archit’s situation, the support
executive offers Archit to cancel the
current order and send another
camera by express shipping.
EXPRESS
SHIPPING

7. USER EXPERIENCE
AS A PM IS YOUR ROLE OF ENSURING GREAT UX ONLY LIMITED TO THE WEBSITE/APP?
No, I don’t think that as a PM my role is anyhow limited to ensuring great UX on the website/app only. UX or User Experience
refers to a person’s emotion or attitudes about using a product or a service. Using a product/service is not limited by any means to
a website or an app, it relates to the whole aspect of user journey for using the product/service from browsing to ordering to
delivery to packaging(in this case) and then use of the purchased product. Basically any touch point that your product/service has
with the user would be considered a part of the user experience and to ensure that your users have a great experience you as a
PM has to make sure that the service delivered at all of those touch points can be controlled and nothing is left to a third party. A
couple of examples of this would be:
1. Amazon: Amazon in the US controls all the aspects of a user’s online shopping experience even such that they started their own
logistics and delivery to ensure a great experience. Not only that, they even asked users to, in a way, rate the reviews that any
products and that way they could rank those reviews ahead of others.
2. Lyft: UX is about how a user feels or is made to feel about a product. Lyft is the ride sharing app based in the US and a
competitor of Uber. They started by making the users change the perspective about ride-sharing and made it about friendship
and community rather than a driver and a passenger. This made the users as well as the drivers feel more connected to the brand
and help it grow and compete with the cash burning Uber.