Koala’s Customer Service team has been crucial to the success of the company. As new products are being introduced to the company, and it is no longer a “bed in a box” company, the CS team were getting swamped and were rapidly increasing their team size.
I joined Koala at the end of 2017 as the UI/UX designer for the Australian site (au.koala.com) and saw an opportunity to reduce the number of customer service calls by finding out more information about what the users are communicating with us about. This was achieved through:
- Reading Zendesk chats between the customer service team and user
- Introducing a monthly discussion between the product manager, a few people from the Customer Service team, and I to discuss common problems that arise and suggestions that they may have
- An observational study with a few people from the CS team
- User interviews/user testing sessions using askable.com.
Important product details not easily found
Some of the questions that customers were calling in about were quite simple things that were already on the page which indicated that the information was not easily accessible enough. Through HotJar recordings, I could see that users were not scrolling that far down the page, and the average time spend on a page was less than 20 seconds. I also conducted user interview/testing sessions where I gave the participants tasks and asking what they would look out for first. When scanning the page for materials and what the mattress is made out of, they struggled because there was a lot of information in blocks of paragraphs.
“Metro” vs “Rural” for 4 hour delivery
Koala promises 4 hour delivery for people within metro areas. However, the terms “metro” and “rural” creates confusion for people as they don’t know if the suburb they live in is considered “metro”. Many people think that “metro” only includes the city area, but 4 hour delivery can also be provided to people who live all the way in Penrith. It was currently quite difficult to find the postcode checker as well. The most commonly called about questions revolve around delivery and returns.
The FAQ page
As there were new products being introduced, the CS team were getting swamped with calls and were struggling to expand their team quickly enough. I also set up a poll on HotJar, asking if there was enough information on each product page and users responded with things that could be resolved easily.
Upon observing users communicate with Todd from the Customer Service team, it was clear that there is a lot of back and forth between them that could be simplified for both parties. The challenge with this was not to make it too easy for users to return items, that we would increase the return rate. There are issues with the products that easily solvable, for example, someone slept on the wrong side of the mattress.
Additional details section across all product pages
Information to allow users to find information immediately. Product pages changed to have important details to be immediately scannable and accessible higher up on the page on mobile devices.
(img. “Show all details section collapsed and expanded for mob and desktop)
Postcode checker across all product pages
Resolved this by including the postcode checker tool on product pages, so that users can check immediately, whether they qualify for four hour delivery or not. This function already existed on a separate page but it was difficult to find.
Our next step is to test whether showing exact times when a postcode is entered will also help to reduce tickets. This might be tested by AB testing to see if the potential customers who use this new page will contact customer service less in comparison to the group of potential customers who use the current delivery page or if it will not make a difference at all.
Categorised help pages
Questions are not categorised by product and with the categories most asked about. Eg. Delivery and shipping. The users can now begin searching and the question should arise. The categories have been organised so that the most asked about information is at the top, and information is categorised by product.
Clearer ‘returns’ description
On the help page, the categories have been organised so that “delivery and shipping” is the top category to be shown. We worked with the Customer Service team to write the information to be clearer and more concise. There is a different returns system for soft goods and larger furniture which was not as clear before. By asking customers up front to provide their name, order number and what product they want to return, steps were reduced: the step of the customer sending an email/message/call with not enough information and the email/message/call of the Koala team asking for more information.
These are a few examples of how we are making changes across the site to get important information to users quicker and provide less of a blocker to making a purchase.
My role: UX research and UI Design.