Overview
Vetster connects pet owners with veterinarians via video calls. We addressed user frustration and negative feedback by implementing a guided flow for cancellations and refunds.
When other see problems, I see
Oportunities
The lack of a formal cancellation and refund process is that their requests may be mishandled or delayed. Customers may also experience errors in the process, such as not receiving the proper refund amount or not having their cancellation request properly processed. This lack of a clear and efficient process, result in the number in the complaint managed by customer experience and could ultimately impact the reputation of the company.
Company
Fedok
Timeline
February - March 2023
Team
1- Product manager 2- Front-end developers 2-Back-end developers 1-Product desiger
Tools
Figma / Figjam
Miro
Confluence
Jira
Initial state
Vetster currently lacks a formal cancellation and refund process for its customers, which results in the customer experience team manually handling these requests. This process takes up a significant amount of time, with the team spending approximately 300 hours per month to address cancellations and refunds. This is not only time-consuming and impractical, but it also impacts the overall customer experience, leading to delays and errors in resolving these requests.
Process
The Lean UX methodology could be a suitable approach to addressing Vetster's issue with cancellations and refunds. This methodology emphasizes rapid prototyping and testing to quickly iterate on designs based on user feedback. Lean UX is known for its speed, collaboration, and user-centered design, which can help Vetster quickly generate and test potential solutions with users and stakeholders. By involving users in the design process, Vetster can ensure that the final solution is effective, user-friendly, and meets the needs of all involved parties.
Think
Make
Check
Pain points
Interaction-level Currently, the cancellation process involves clicking on a button to cancel the appointment, but this results in a pop-up message directing users to contact the customer experience department to process the cancellation.
Journey-level The user's expectations and journey become disrupted because they expect to be able to cancel or receive a refund by clicking the button, but instead, they are directed to contact the customer experience department.
Relationship-level A lack of transparency in the cancellation and refund policy can lead users to question the reliability of the service.
User interviews
In this case, we conducted interviews with a members of the customer experience team to gain insights into how users typically behave in cancellation and refund situations and how our team responds to these issues.
"We've received numerous complaints from users about the cancellation and refund process being confusing and frustrating."
"Users often feel uncertain about whether or not they will receive a refund and how long it will take to process."
"The lack of transparency in the cancellation and refund process has caused some users could lose trust in our service."
Insights from research
01
A significant number of users tend to cancel their appointments close to the scheduled time, often within 30 minutes before the appointment.
02
The cancellation and refund process should consider the various payment methods available to users, including Vetster credits, promo codes and credit cards.
03
A crucial rule for the business is to ensure there is always an alternative path available for cancelation and refund requests.
04
Users have varying expectations regarding the refund process and the amount they will receive.
05
Some users are hesitant to cancel because they are unsure of the refund process and fear they may not receive their money back.
06
In order to gather information and data effectively, it is essential to understand the underlying reasons why clients cancel their appointments or request refunds.
KPIs
As this functionality is new, and we do not yet have any data, our product design team and product manager proposed the following KPIs based solely on insights gathered from the CE team's interactions with users and some benchmark.
1)
Cancellation and refund rate
This would measure the percentage of appointments that are cancelled or refunded, giving insight into how often users are encountering issues.
2)
Time to cancellation/refund resolution
This metric would measure the time it takes for a cancellation or refund request to be resolved, indicating how efficient the process is for users.
3)
Number of hours saved by the CE team
The critical metrics to track is the number of hours saved by the customer experience team, as it allows them to focus their efforts on resolving other issues efficiently.
Explorations
We encourage a process of continuous iteration, experimentation and internal testing to arrive at the optimal solution for our users.
✏️ UI
📕 General notes
We need to place contextual information in relation to the citation and the associated information
📕 General notes
We need to make sure that the communication is delivered in a way that is easy to understand and user-friendly.
📊 Data
It is necessary to gather data to ascertain the primary reasons why users are cancelling their appointments.
Monitor KPIs: After implementing the solution, it is important to monitor the key performance indicators to ensure that the solution is effective in addressing the cancellation and refund problem. The team should continue to track the hours saved by the customer experience team, as well as the refund and cancellation rates. Collect feedback from users: Once the solution is live, it is important to collect feedback from users to understand their experience with the new cancellation and refund process. This feedback can be used to further refine and improve the solution. Continuous improvement: As with any product or service, there is always room for improvement. The team should continue to iterate and improve the cancellation and refund process based on user feedback and ongoing monitoring of KPIs. This can help to ensure that Vetster continues to provide a seamless and user-friendly experience for its customers.