Assignment

User Experience

Name: Krishnakant K
Assignment Instructions
You are given a scenario about Archit and his buying experience of a camera with “Buyonline”
website.

For the given scenario, you need to prepare the following:

1. User journey map
2. Describe whether the user experience was good, neutral, bad for each of the steps in user
journey map
3. How can you improve the bad and neutral experience?
4. Updated user journey map after you have improved the bad and neutral experience
5. As a PM is your role of ensuring great UX only limited to the website/app? (Yes/No). Give
reasons for your choice.

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 User journey map solution
Persona : Photo enthusiast looking to by a camera for a planned trip happening in 5 days
Order
Customer| Buy moment!!
Places order for camera
Need to buy a Camera
in “Buyonline” with
payment option as COD
Delivery Attrition
Contacts customer Support
Contacted multiple User decides against
User calls customer care for
times for delivery shopping on Buyonline
Order status
website ever again
and instead use some
other website.

USER SEARCH TRACK CUSTOMER BUYS ORDER ORDER

ORDER ORDER OFFLINE CANCELLA
NEEDS ONLINE SUPPORT DELIVERY
TION

Search & select Track Offline Mode CANCELLATION

Search for camera User tracks Buys Camera Offline Cancels the order
in “Buyonline” order

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Experience
Describe whether the user experience was good, neutral, bad for each of the steps in user journey map
Note: Consider only the information provided in the scenario. Add more rows to the table if necessary

User Journey Steps Experience

USER NEEDS Neutral

SEARCH ONLINE Good

Hassle free search and select based on customer’s criterion

ORDER Good

Customer able to select various payment options

It was quick and easy purchase experience

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Experience CONTD.
User Journey Steps Experience

TRACK ORDER Bad

No communication with the customer regarding the order status

Tracking information was not available on the company website

Has to visit the courier partner website which is badly designed and
hard to figure out where to navigate

CUSTOMER SUPPORT Bad

Customer informed about the delay only after he inquires about the
status, and he is also unable to cancel order.

BUYS OFFLINE Bad

User ended up paying more

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Experience- CONTD.
User Journey Steps Experience

ORDER DELIVERY Bad

Delivery was attempted in his absence

Multiple delivery executives were assigned, who kept on calling & he

had to repeat the same to each of them

ORDER CANCELLATION Bad

Had to wait for the order to be delivered for cancelling it

Attrition Bad

Customer decided to switch to the competition and decides not to return

to buyonline.com ever again

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Improving the experience
Experience
How can the experience be
User Journey Steps (Include only neutral or bad experience
improved
here)

Track Order Bad 1. Notifications must be sent to the user

on every logistic movement activity so
that user doesn’t need to come to
website to track the order delivery
2. User should also be given option to
track their order status in the
respective website itself
3. Should create own delivery logistics
or tie-up with the multiple vendors to
maintain the quality in service
delivery.
4. Recovery plan to be created incase of
such unforeseen delivery issues
5. Provide order cancellation option for
COD orders as well.

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Improving the experience
Experience
How can the experience be
User Journey Steps (Include only neutral or bad experience
improved
here)

CUSTOMER SUPPORT Bad Even though the goal is to eliminate or

reduce the need for customer care call,
for customers who end up calling
Customer care, executives should be
empowered to act on customers
requests such as cancelling the order or
any other request on behalf of users.

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Improving the experience
Experience
How can the experience be
User Journey Steps (Include only neutral or bad experience
improved
here)

Offline Purchase Bad Inform the customer of any delay as

soon as possible so that other options
may be looked at by the customer in
case the delivery is urgent. In this case,
if the customer is informed about the
delay faster, he could have ordered the
camera at another website on express
delivery instead of him paying higher
cost at a physical store.

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Improving the experience
Experience
How can the experience be
User Journey Steps (Include only neutral or bad experience
improved
here)

Order Delivery Bad 1. Provide option for user to specify the

time for delivery.
2. Delivery should be done in the users
presence.
3. In case the user is not available, the
assigned delivery executive should
collect from the user on his
availability & update the system,
deliver the order once the user is
available

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 Happy
Update the user journey map solution Customer

Persona : Photo enthusiast looking to by a camera for a planned trip happening in 5 days
Order Delivery
Customer| Buy moment!! Places order for camera
Need to buy a Camera Order is delivered to
in “Buyonline” with user on promised date
payment option as COD & time

USER SEARCH TRACK ORDER

NEEDS ORDER
ONLINE ORDER DELIVERY

Search & select Track

Search for camera User gets notifications on delivery
in “Buyonline” progress & also tracks Order in
“Buyonline” site

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Questions
● As a PM is your role of ensuring great UX only limited to the website/app?(Yes/No)

No, PM’s role is involved in each and every step of the product journey.

● Give reasons for your above choice

UX is only part a part of product journey. PM is involved from idea generation to implementation in each
and every stage of the product. A PM can be referred as Mini-CEO of the product as he/she is
responsible for coordinating and ensuring inputs from each stakeholder like operations, marketing,
compliance, sales are addressed or considered in the development of the product with the help of
development and other teams.

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