Overview
Net promoter score is an important scale used by companies to gauge customer loyalty, satisfaction, and enthusiasm with a company. For Ajio Business, the NPS survey was significantly getting a low response rate resulting in an insufficient sample size to yield statistically reliable results, which compromised the validity and accuracy of the NPS score.
The project came as a simple requirement to enhance the UI, making it more engaging but as I dived deep into the business goals the requirement changed its direction and this project is about how I improved the discoverability and the conversion while eliminating the limitations in the design process.
My contribution
Product strategy
User research
Product design
The team
1 × product manager
1 × product designer
1 × engineer
Year
2023
Process
Breaking down the project
Gathering Data
To better understand the problem, I studied the existing user flow and gathered all the information and metrics needed from the product owners.
Contextual Inquiries
After understanding the existing user flow, I went to users and conducted usability testing with 20 users using the existing flows to understand why users were skipping the NPS scoring in their journeys.
Key Findings
Challenge
After multiple interactions with the Product managers, I understood that the problem areas to solve are not just about finding if users will recommend the platform or not. It is the below-listed goals.
However, NPS only effectively solves the first goal.
All the other goals could be a possible inference from NPS but not the ideal way to solve it - considering that retailers want to keep their inventory source a secret and not recommend it to others. And raised a big question:
How did I resolve it?
The shared product requirement document (PRD) stated NPS to be created as a template which would have given product managers the scope to change the question and the journey at which they appeared. But the question was, will NPS remain NPS if you change the question? This further added to the confusion.
To address the misalignment between business expectations and the Product Requirements Document (PRD), I organized a design workshop with the product manager and key stakeholders utilizing the Starbursting methodology. By applying the 5 WHs framework (who, how, when, what, where, and why), we gained crucial insights. Ultimately, this collaborative process led to a shared understanding that Net Promoter Score (NPS) wasn't the optimal solution. Instead, we determined that a customized survey aligned with the user's journey would yield more accurate feedback, better addressing our goals.
Brainstorming Workshop
I facilitated a collaborative ideation session with fellow designers, employing brainstorming techniques to stimulate creative problem-solving. This interactive process yielded a diverse array of innovative ideas, ultimately leading to the convergence on a unified concept that aligns with our core design principles.
The resulting design concept aimed:
Minimising user disruption
Enhancing overall user journey
Driving business success
User Flows
After aligning the team to a common understanding, i mapped out the user’s journey on the platform to identify the touchpoint and context to trigger the feedback survey (or should we still call it NPS survey)
Wireframing the Solution
I started with basic low-fidelity wireframes and created a few options. Post stakeholder's approvals, the content and design were finalised and then I moved to creating the high-fidelity wireframes and mockups.
Final Solution
I designed the survey in context to the user journey. The survey is positioned post completion of an entire lifecycle of an order. Hence, retailers are going to see the NPS survey post the delivery of their product. As at this stage the users will have better clarity about their willingness to recommend AJIO, as they would have experienced the platform to its fullest potential.
I limited the number of suggested prompts to under ten, ensuring that users wouldn’t be overwhelmed by excessive horizontal scrolling
Outcome
The final outcome of the New NPS survey showed a positive impact and the user engagement increased by 15%. User flows were not interrupted which helped in the increase in engagement.
Personal Learnings
Adapting to changing requirements
The NPS project taught me a valuable lesson in the importance of adaptability in the design process. Initially, the project's predefined solution and Business Requirements Document (BRD) seemed straightforward. However, as I progressed, conflicting requirements emerged, forcing me to re-evaluate and adjust my approach.Align goals throughout the process
When confusion happened between myself and my stakeholders, I noticed it was usually due to misaligned expectations. Realigning goals and going over business needs, development considerations, and customer insights helped bring us back on the same page. My client found it helpful to learn more about users’ needs, as there were human-centred aspects that he had not thought of during business planning.