Jess Daiger

The Problem

Brooks customer service was getting an increase in customer service calls about customers not feeling confident about what to do with their defective products. 

The Solution

The solution was to surface the defective product claim much earlier in the user journey. This enables quicker self service for our customers.

Survey

• What we wanted to know: How do customers think about our current defective process?

• A survey was sent to past defective product claim submitters to understand their satisfaction with our current process. We asked their satisfaction level with the current process, where in the process there were particular pain points and what could Brooks do better? We also wanted to know if the term "defective" was the colloquial term they would use for their product issue.

Benchmark Usability Test

What we wanted to know: How do customers think about our current defective process?

• I facilitated four in-person usability studies on our current defective process. My product manager and I used our Brooks retail store to get participants.

• We gave users a fake defective shoe and asked them what their process would be to solve their problem.

Findings

• We found that most users upon seeing the word defective, know what that means and that their shoe fit in that category.

• We noticed that every user navigated to the Returns page. Our hypothesis was that they would go to the Help page instead. Customer's mental model is to return the incorrect shoe and get a new one.

• Users were satisfied with our current defective product claim form and found the length and amount of information needed was sufficient.