Service Design for Appliance Retail
Designing the omnichannel customer journey, from buying to owning large appliances
Buying a washing machine is a hassle. A customer can wait days or even weeks for the machine to be installed and working in their home, just because the service process is so inefficient.
In this project, we analyze the process of buying major appliances, identify the key pain points, and offer an omnichannel solution aimed to enhance the customer's shopping experience and encourage him to return once again.
Oct '19 - Feb '20
01 | The Problem
The process of buying and installing large appliances involves many points of friction and often ends with an overall impression of poor customer experience.
"It is the only country where you can easily get spacecraft flying software, but have to wait a week to have your washing machine repaired. And while we're at it, only here there's a time unit called "I'll be there between eleven and six.""
- Yair Lapid, The Only Country
02 | The Solution
Integrate sales, shipping, installation, and warranty touchpoints into one seamless service system.
Providing a cohesive trustworthy ‘One Stop Shop’ experience, addressing users' needs across all retail service channels - in store, via call center, and online.
03 | The Business Challenge
KPIs & Research Goals
The project began by determining the business objectives and metrics for measuring the achievements. By defining the process goals, we were able to optimally plan the user research and objectively assess our work at the end of the process and see whether it has been successful.
Foster a loyal customer audience
Increase the number of returning customers
Increase of NPS (Net Promoter Score)
Improve online reviews
Shorten the entire service timeline
Decrease in calls for customer Service
Decrease the overall cost for the company during the delivery process
Validate our KPIs
Learn the friction and pain points from customers' perspective
Find positive examples of shopping & supply experiences
Understand what makes customers loyal to a specific retailer
04 | Research
Quantitative Research & Screener
To make the most of the time and resources allocated to the project, we began with a screening survey. During this phase, we were able to gain quantitative insight into the current service experience as well as select participants who would provide the most value in the qualitative phase.
A total of 49 participants answered the questionnaire.
The user's journey in the Wix app’s dashboard is not sequential, but dynamic and exploratory.
The mobile app should augment the desktop platform by facilitating daily tasks on the go.
The extensive range of features causes a cognitive load, making it difficult for users to meet their goals.
04 | Approach
Users of the Wix app are business owners who run their businesses themselves. On top of providing customers with the service they offer, they are also in charge of the entire business operations from start to finish - customers, marketing, payments, etc.
Their business website is the face of the company and is where existing and potential clients can find and engage with them.
Small to medium business owners
Spend a lot of time outside the office and on the go
Intermediate Wix users (own and run a Wix website)
Experience Design Guidelines
Current State Indication
Provide a clear indication of the user's state: Owner / Member, current project, current feature
Information Architecture Redesign
Redefine the information architecture so users can easily navigate through the interface
One Navigation System
Develop a single navigation tool for the entire project, allowing access to all available actions
At a Glance
Utilize visuals such as graphs and icons for rapid information perception.
End to End Interface
Integrate editing and management into a full-featured project interface.
05 | Key Features
A home screen that sets the user flow
Item groups are visually different and distant from one another, each presented on its own browsing carousel. One "Add Item" button for each item category and one clear CTA for each item.
A clear distinction between owned projects and site memberships helps users reach the desirable state of mind.
Pain Points Addressed
"Add" (+) icon redundancy was very confusing
Redundant CTA buttons in project item led to an incoherent workflow
Owned sites and memberships were too similar, creating cognitive load
WHAT PEOPLE SAY
“Testimonials work great. Showing your reviews in quote marks has a powerful effect on customers and makes them more likely to trust you.”
— Name, Title
A global dashboard navigation system
One navigation bar for the whole project promotes an explorative yet systematic workflow. Data are displayed as floating widgets to promote customization. Business name and logo are clearly visible in the header.
Recognizing rather than recalling information makes it easier for users to stay focused and keep engaging with the interface.
Pain Points Addressed
Multiple navigation cues made it difficult to form a systematic workflow
Setup was only used in the initial stage and took up a lot of screen space
Widget customization was handled externally, unaligned with the mental model
"Place" Editor integrated into the menu
Users can reach the editor directly from the main menu, which enables quick access to real-time information from other menu features to enhance editing resources. Access to Preview Mode in the editor aligns with Wix desktop users’ mental model.
The Editor's role is to help business owners craft the image they wish to present to their customers.
Pain Points Addressed
Misinterpretation of the interface hierarchy led to errors and frustration
Lack of clarity between edit mode and preview mode caused confusion
Indirect access to the editor segregated it from the dashboard’s toolset
A UX dilemma: Designing the secondary navigation tool
As part of the development of a polyhierarchical information architecture that involves a two-level navigation system, we designed a secondary menu, 'The business toolbox’, according to the following guidelines:
Complement the primary menu and not overshadow or conflict with it
Promote customization and flexibility to serve a wide range of business fields
Utilize as little screen space as possible for the user to complete extensive processes within the interface
We created and tested three alternatives to address these criteria: