A to Z Buyer Guarantee Experience
Amazon’s A-z Guarantee promises to Amazon Pay's customers that Amazon Pay supports customers from A to Z.
Project Type
Restructure User Flow
Tools
Sketch
Invision
Balsamiq
Omnigraffle
Duration
January, 2017 - April, 2017
My Role
User interview
User journey mapping
User behavior pattern
Restructure flow
Low/high-fidelity mockups
Visual design
Post-launch user feedback
OVERVIEW
Background
Amazon Pay is an online payments processing service that is owned by Amazon. Amazon Pay uses the consumer base of Amazon.com and gives users the option to pay with their Amazon accounts on external merchant websites.
Transactions made on external merchant websites using Amazon Pay, are covered under the A-to-z Guarantee. If either the timely delivery or the condition of items is unsatisfactory, users can report a problem to Amazon to see if they are eligible for a refund, instead of trying to resolve the issue with the external merchants directly.
How to shop with Amazon Pay
Problem
Challenge
Shop at third party web:
Click 'Amazon Pay' at check out.
Amazon Pay checkout button connects shoppers to Amazon account. Not necessary to type shipping address, payment method, etc. Amazon Pay is securely connected to the third party check out system.
Just look at all information we provide
on the third party checkout and it is
done with Amazon Pay.
Buyers can file a service chargeback or A-to-z claim. While Amazon.com has a chargeback-to-claim ratio of 60:40, Amazon Pay has an abysmal 99:1 ratio. The potential reasons for a low ratio is buyer awareness of A-to-z policy, ease of filing a claim, ability for support teams to file a claim on behalf of a buyer, and tracking metrics for the buyer experience. We want to raise the bar on the current A-to-z Guarantee buyer experience and improve the chargeback-to-claim ratio to 85:15 in 2017.
How to improve customer support from Amazon Pay
Project Process
How to design better landing onto Amazon Pay
A to Z Guarantee and make sure customers have a great experience in customer support.
In this project, I started with constructing a hypothesis to test and designing a user research to find the rationale of a relatively low rate of customer claims made directly toward Amazon Pay and investigated the existing user flow.
UnUnderstand
Understanding
Hypothesis test
User flow design
Remodel UX
Design
Implementation
Evaluation
Understand
RESEARCH
Current User Flow
Investigation
For Customers
For customers, the Amazon A-to-z Guarantee provides an opportunity to obtain a full reimbursement for their purchase or cancel their authorized payment if they are not satisfied and are unable to come to a resolution directly about a purchase made on your site using Amazon Pay. It’s about giving them confidence anytime they make a purchase, not just on Amazon.com, but whenever they use Amazon Pay for qualified purchases with third party online businesses. So shoppers have peace of mind that when they purchase something using their Amazon account, they know they’ll get what they paid for.
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Current shopping experience journey from third-party merchant sites when using their Amazon Pay
For Merchants
For businesses, the A-to-z Guarantee can provide our mutual customers with a level of assurance that can lead to higher conversions and more sales on your site. The A-to-z Guarantee also affords you with an extra layer of protection, with an opportunity to provide more context during chargeback disputes.
Major Issues
One important problem to highlight is that customer support page shows relatively low-traffic.
I found that during kick-off meeting with Product manager that according to data, 90% of customers who find a payment issue with Amazon Pay dispute a charge directly with their bank instead of reaching out to Amazon Pay.
Analyze Current UI
Current user experience issues:
A-to-z Guarantee covers online payments made through Amazon Pay on external merchant websites as well as payments processed at amazon.com “under the same name,” which confused customers. Picture 1 shows the landing page of A-to-z Guarantee designed for Amazon Pay users, and Picture 2 shows the landing page of A-to-z Guarantee for amazon.com users.
Many users who successfully accessed the landing page of A-to-z Guarantee for Amazon Pay (Picture 1), were found not able to end up on the claim page.
Picture 1. Landing page of A-to-z Guarantee for “Amazon Pay”
Picture 2. Landing page of A-to-z Guarantee for "amazon.com"
Reframe Design Questions
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What are the blockers that make users not able to access the landing page (and claim page) of A-to-z Guarantee for Amazon Pay?
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What potentially makes users hesitate to file a claim directly to Amazon Pay?
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Do users conveniently land on the A-to-z Guarantee support page and find resources to contact Amazon Pay?
Setup Hypothesis
I started try to figure out why the claims page had low user numbers. The hypothesis is that the hyperlink highlighted with the red outline lead users to the off-payment website, not to the claim page (as shown with a screenshot on Picture 2.)
Hypothesis 1:
It is hard to find the ingress point to contact Amazon Payments.
Hypothesis 2:
Users access the link denoted with a red outline in Picture 1, which leads them out of A-to-z Guarantee for Amazon Pay.
Analyze User Behavior Pattern
I obtained user traffic data and conducted behavior pattern research to pursue a “data-driven” design approach. Picture 4 and Picture 5 show a behavior pattern diagram and a user flow chart respectively, both extracted from “user traffic data" collected from the landing page of A-to-Z Guarantee for Amazon Pay.
Left chart is about behavior pattern research and right one is step by step flow report.
Picture 4. Behavior pattern
Picture 5. Flow report starting from landing page
Research Conclusion
Solve my hypothesis
According to the user traffic data and the flow chart, about 70% of total users who initially accessed the landing page, followed the “unhappy path,” where they clicked the link to an external page (amazon.com claim page in this case) and were routed to external pages. Those users were not able to land on the Amazon Pay claim page.
UX Goal
How to improve customer support from Amazon Pay
How to design better landing onto Amazon Pay
A to Z Guarantee and make sure customers have a great experience in customer support.
Improve customer support from Amazon Pay
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Create clear and easy step to file a claim on customer's perspective
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Restructure user flow from starting point to post-claim/connect with Amazon Pay
DESIGN EXPERIENCE
Flow Restructuring
The problem I found from this original structure (Picture 6.) is that there were 5 ingress points in the confirmation email user receives. However, the ingress points are not functioning as expected, in the sense that, some of ingress points such as a link in your account goes to homepage rather than claim page.
And also, in a certain case, users can find the right ingress point but within the path to the claim page, there is a link to off-payment site, which is not ideal. This case is relevant to the statistical data I showed in the research section. (The data showed how much traffic is routed to off-payments system because of the inappropriate link.)
Picture 6. Structure analysis
Picture 7. Propose restructured flow for MVP
Picture 8. Propose final user flow
The main goal on proposed user flow:
by revising existing flow, let users easily land on a gateway where users need to take an action to solve a problem.
Concept Validation/
User Testing
Show desktop base interface sketch:
To better understand our potential users, I interviewed with 8 peoples from all types of vendors, aging 20 to 45. The interview is semi-structured and all the questions are open-ended.
Enhanced User Flow
Updated user flow
Design UI
In my UX proposal, I keep interaction and visual consistency across the pages.
This is improved final Support home page I designed based on data driven design solutions. Improved ingress points, and removed unnecessary information and wording.
Contact Us UI:
to help the customer easily make a claim in this case, I added a call-me feature. According to the user research, customers want the service provider to contact them, not the other way around.
Customer Account UI:
to help the customer easily make a claim in this case, I added customer support feature in Purchase detail. This feature helps customers easily connect Amazon Pay when they look at purchase detail in a same page.