Achieve 85 Net Promoter Scores and increase customer satisfaction with data, insights and performance

Understanding User Journey Experiences

I identified several key user journeys across our sites:

• Shopping experience

• Loyalty experience

• Subscription experience

Partnered with our lead UX to create a user journey map and identify areas of friction and improvement opportunities. We then used this to have exploratory conversations with peers and business.

We made UX and content updates to improve the existing experience. We created guidelines for commerce and merchandising teams to use for future reference, especially for promotional campaigns.

Leveraging Data and Insights

We leaned into using consumer insights to make product decisions. We gathered and reviewed various data points, including NPS, CSAT, call center volume and customer feedback . We created and published reports that sent directly to teams and slack channels on hourly, daily and weekly basis. We used FullStory to gain insights into user behavior and interactions especially focusing on areas that drove friction. We created reports to identify frequency and volume for specific issues. These helped to prioritize out backlog and gain alignment across teams.

Measuring and Optimizing Performance Metrics

Performance reveal how effectively a product meets user needs. Metrics like page loading time are critical indicators of performance quality and impacted overall user satisfaction and bounce rates.

I worked with our data analyst to develop monthly and quarterly tracking system and collaborated with our engineering team to get performance data on key areas of the site that impact browsing and shopping experiences. Based on the results, I partnered with the appropriate product teams to identify solutions and prioritize performance improvements.

Holistic Approach to User Experience

Enhancing user experiences is not just about making a product more appealing; it involves understanding how users interact with the brand through various touchpoints. By harnessing the power of data, insights, and performance metrics, we developed a comprehensive strategy to improve the end-to-end user experience. We crafted a framework to leverage different data and insights to collaborate across teams to improve the site experience.

Business Problem:

Daily performance reports indicated that key performance metrics were below desired targets and customer complains about their shopping experiences on brand.com that was negatively impacting the business.

Stakeholders Involved:

Brand commerce, customer success, engineering, site operations, global product, and brand experience teams.

My Role:

Regional product leader that prioritized improving site performance, reviewing customer feedback to identify business impacting issues and align with teams to prioritize improvements and fixes by establishing a Voice of Customer framework.

Methodology:

Results:

• Average of 85 Net Promoter Score (NPS) across the top 7 brands

• Average of 93 Customer Satisfaction (CSAT) scores across the top 7 brands

• Performance metrics in "FAST" category across the top 7 brands in key experience areas

• 18% reduction in customer contacts for technical, promotional and payment related issues