Help the internal CS team to improve/optimise their processes when dealing with a customer reporting a vehicle quality issue to reduce costs per order.
Vehicle Quality issues reporting tool (VQI)
My role (solo designer): User research • Service design • UX flow • Iterative UX design • Prototyping • Usability testing • UI design
Project overview
Solution
An online tool accessible via My Account that allows customers to report an issue(s) with their vehicle.
The Challenge
How can we reduce the time it takes for the customer to report and CS to handle a vehicle quality issue, hereby resulting in cost reduction?
The Cazoo CS team were receiving an unexpected amount of vehicle quality issues from customers. The process involved a lot of manual handling incurring costs and causing backlogs and customer dissatisfaction, thereby resulting in a low trust-pilot score.
One of the challenges Cazoo faces as a business is the vehicle quality issues due to the cars being second-hand. UX team was required to ease the pressure on the CS teams and help them be more efficient.
Active case handling time
296.45
Avg no of interactions per case
21
Average CS cost per case
£143
The problem discovery
Identifying the workflow
The first crucial step was to understand the CS workflow to establish the problem(s). Therefore, it was essential to bring together the important teams in a collaborative session to map out an end-to-end customer/CS workflow when a vehicle issue is reported.
This helped identify the problem areas in the process and the different opportunities we have that can help in reducing the time spent on a case and costs per order.
User research
To allow me to dig further into the problem areas, I initiated regular CS shadowing sessions to help the core team understand the ways a case is raised and dealt with within the Salesforce platform. Interviewing CS agents helped understand their pain points.
I also worked an empathy map with the core team to get into the mindset of a customer and a CS agent facing a post-vehicle issue which helped us map the user needs.
Customer problems
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Customer finds it difficult to contact Cazoo causing anxiety
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Lack of clear timely communication is not reassuring and causes anger and frustration.
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CS agents feel overwhelmed with the high workload and due to the manual processes.
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CS agents would manually book repairs and are dependent on third parties.
The solution discovery
Design sprint
I ran a 4 day design sprint with the core team to visualise the problems that were discovered and ideate on solutions.
The objective was to reimagine the post-sale issue notification and info gathering process as currently, this manual process involves multiple teams and the customer is sent back and forth.
The mapping exercise helped identify 7 key stages of the VQI handling process, from which 'Issue notification' and 'Information gathering' were the first customer touch points with several flaws and a key opportunity.
The Solution
The design sprint and blue sky thinking approach generated innovative ideas to the forefront that would allow customers to self-serve and report an issue(s) (see my sketches above):
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Raise and track multiple issues on 'My account'
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Upload photo/video evidence of the issue and submit
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Receive updates and notifications from the CS agent dealing with the case
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Book/amend repairs with a garage
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Automatic decline for cases that are not covered by Cazoo
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Troubleshoot help articles
User testing
The prototype above from the design sprint was complex and needed further simplification and validation. We found from usability testing that customers were happy with a solution to report an issue but needed it to be quick and much simple without the technical jargon.
With that in mind and after multiple rounds of usability testing, we simplified the designs and settled for a self-serve issue reporting tool for customers within my account dashboard to raise multiple issues and upload evidence that CS will automatically receive within the salesforce platform.
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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