Report an issue with my car
My role (solo designer): User research • Service design • UX flow • Iterative UX design • Prototyping • Usability testing • UI design
Project overview
Support the internal Customer Service team in improving and streamlining processes for handling vehicle quality issues, with the goal of reducing cost per order
The Solution (What)
An online tool accessible via My Account that allows customers to report an issue(s) with their vehicle
The Problem (Why)
Reduce the time it takes for the customer to report and CS to handle a vehicle quality issue, reducing costs
The Cazoo Customer Support team was receiving an unexpectedly high volume of customer complaints related to vehicle quality. Resolving these issues relied heavily on manual processes, which increased operational costs, created backlogs, and led to customer dissatisfaction resulting in a low Trustpilot score.
As a second-hand car retailer, vehicle quality issues are an inherent challenge for Cazoo. The UX team was therefore tasked with reducing the burden on Customer Support by streamlining processes and enabling the team to work more efficiently.
Active case handling time
296.45
Avg no of interactions per case
21
Average CS cost per case
£143
The discovery (How)
Identify the workflow
The first step was to understand the Customer Support workflow by bringing key teams together in a collaborative session to map the end-to-end process for handling vehicle issues.
This helped identify the problem areas in the process and opportunities to reduce case handling time and costs per order.
User research
Key problems
To explore the problem areas further, I ran regular CS shadowing sessions to help the core team understand how cases were raised and managed in Salesforce. Interviews with CS agents revealed key pain points.
I also facilitated an empathy-mapping session with the core team to understand the perspectives of both customers and CS agents, helping us identify core user needs.
- Customers struggle to contact Cazoo, leading to anxiety.
- Delayed or unclear communication causes frustration and anger.
- CS agents feel overwhelmed by high workloads and manual processes.
- Repairs are booked manually, with agents heavily dependent on third parties.
Design sprint
I ran a 4-day design sprint with the core team to visualize the discovered problems and generate solution ideas.
The goal was to rethink the post-sale issue notification and information-gathering process, which was currently manual, involved multiple teams, and caused customers to be bounced between touch points.
Through the mapping exercise, we identified seven key stages in the VQI handling process. The first customer touch points; 'Issue notification' and 'Information gathering' were flawed areas and key opportunities for improvement.
The Solution
The design sprint and blue-sky thinking approach surfaced innovative ideas to enable customers to self-serve and report issues (see my sketches above), including:
- Raise and track multiple issues via My Account
- Upload photos or videos as evidence and submit directly
- Receive updates and notifications from the handling CS agent
- Book or amend repairs with a garage
- Automatic decline for cases outside Cazoo’s coverage
- Access troubleshooting help articles
User testing
The initial prototype from the design sprint was complex and required simplification and validation. Usability testing showed that while customers valued the ability to report issues, they wanted a quicker, simpler process without technical jargon.
After several rounds of testing, we refined the design into a self-serve issue reporting tool within the My Account dashboard, allowing customers to raise multiple issues and upload evidence, which CS receives automatically within Salesforce.
Success metrics
Reported cases
since Sept 2023 launch
654
reduction in case handling time
-28%
Avg no of interactions per case reduced to
11
reduction in post sales cost per order
-£20
Kirti Devi Ram
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