Redesigning how customers interact with customer service when missing an item.
Note: This is not associated with Grubhub.
I love food and I love food delivery. However, once in a while food delivery fails and the process to get your money back becomes a nightmare. Sometimes, you're stuck spending many minutes waiting for a response from customer service to reply.
I wanted to challenge myself to redesign the Grubhub refund experience within two weeks by using human centered design. My solution is to pre-bundle questions for the user to answer while waiting for a customer service representative. These bundle of questions allows the representative and customer to communicate fluidly with less frustration.
User Researcher, Product Designer
The Problem Space
Sometimes during food delivery, things can go wrong and part of your food may be missing, or your food may never arrive. You then need to contact customer care and if you choose to talk to a live person online, you'll have to explain your situation and then sit through a very long queue. If you live in a large city during a busy food delivery hour, your queue will end up probably much longer. Waiting for an indefinite amount of time makes you more frustrated and hangry by the minute! You then are asked to explain your situation slowly as you are prompted by the customer care.
The feeling after dealing with customer care.
The Business Rationale
As of Q1 in 2019, Grubhub has over 19.9 million active users and 115,000 associated restaurants across 2,200 cities in the United States. While they do have alot of active users, loss in customers due to customer service creates a loss in customers and active users.
Currently, the help menu has no context unless you read the menu. Adding context about the current or previous order, improves faster customer support service.
Extending the Help section creates an opportunity for customers to elaborate and narrow down on the problem before talking to customer care.
The Design Solution
Creating questions for the customer to answer before the call will help the representative answer the question faster
Based on user research, more people contact customer care on their phones. Thus, I plan on redesigning the mobile version workflow when people need to contact customer care.
I wanted to first take a look at what is customer care. What are the pros and cons along with the reasons why people end up contacting customer care in the first place. I used online and in person interviews to figure out what was the best way to create efficent customer care.
I conducted empathy research inperson, online and through surveys. The goal was to understand how customers interact with customer service regarding customer care.
You can find all the data to the interviews here on this Google Sheet.
I initially surveyed 28 people worldwide through a Google Form Survey. This form was shared through Facebook and Reddit on several groups. This was to get a vast amount of people online. However, does not represent age groups higher than 35 years of age unfortunately.
Goal: To see if people who ordered food on a mobile device also contacted customer care through a mobile device. Furthermore, I wanted to see what kind of problems people dealt with to contact customer care.10 In-Person Interviews - Customer Side
I also found 10 additional people to walk through with me the way they would contact customer care on GrubHub. I had 2 people actually go through the delivery process.
Goal: To see how people contact and interact with customer service when they have an issue with their food delivery service.
I then talked to 5 customer care people who worked at GrubHub and asked them:
"What do you wish customers knew to make your life easier?"
"What is the most frustrating thing that happens when helping customers?"
Goal: Understand how customers can make customer care's life easier while helping the customer out with the order.
Customer Care Side
I then looked into all the other major food delivery competitors to see how other customer service systems work. Some competitors include UberEATS, Doordash, and Postmates.
Interview / Research Insights
I then used Affinity mapping to understand some key findings.
Based on my user research, I'm targeting young adults that have busy lives and want their food delivery issue solved quickly. I created a persona to better visualize the audience I would be designing for.
I made quite a number of sketches of what the Help section of GrubHub would look like. I used paper prototype models in order to test and make changes between my designs.
I tested my paper prototypes on other people and then changed my designs based on their feedback. Below, are different iterations of the designs I made.
Flexibility to call
Select & Summarizing your problem for the customer support.
Key Takeaways and Learnings
Next Steps for future iterations