The Big Picture
Sephora Southeast Asia is a powerhouse in the beauty industry, serving customers across eight countries through a seamless omnichannel experience. But there was a problem, too many customers were flooding customer service (CS) with order tracking inquiries. That meant wasted time, overloaded support teams, and frustrated shoppers.
The Big Picture
Sephora Southeast Asia is a powerhouse in the beauty industry, serving customers across eight countries through a seamless omnichannel experience. But there was a problem, too many customers were flooding customer service (CS) with order tracking inquiries. That meant wasted time, overloaded support teams, and frustrated shoppers.
The Big Picture
Sephora Southeast Asia is a powerhouse in the beauty industry, serving customers across eight countries through a seamless omnichannel experience. But there was a problem, too many customers were flooding customer service (CS) with order tracking inquiries. That meant wasted time, overloaded support teams, and frustrated shoppers.
The Big Picture
Sephora Southeast Asia is a powerhouse in the beauty industry, serving customers across eight countries through a seamless omnichannel experience. But there was a problem, too many customers were flooding customer service (CS) with order tracking inquiries. That meant wasted time, overloaded support teams, and frustrated shoppers.
Our mission? Cut down those CS tickets and give customers an order tracking experience so smooth they wouldn’t need to ask for help in the first place.
Our mission? Cut down those CS tickets and give customers an order tracking experience so smooth they wouldn’t need to ask for help in the first place.
Our mission? Cut down those CS tickets and give customers an order tracking experience so smooth they wouldn’t need to ask for help in the first place.
Our mission? Cut down those CS tickets and give customers an order tracking experience so smooth they wouldn’t need to ask for help in the first place.
Where This Went Down
Where This Went Down
Where This Went Down
Where This Went Down
Platforms
Platforms
Platforms
Platforms
1.
Desktop, Mobile Site, App (Android & iOS)
1.
Desktop, Mobile Site, App (Android & iOS)
1.
Desktop, Mobile Site, App (Android & iOS)
1.
Desktop, Mobile Site, App (Android & iOS)
Countries
Countries
Countries
Countries
1.
Singapore, Malaysia, Indonesia, Thailand, Hong Kong, Philippines, Australia, New Zealand
1.
Singapore, Malaysia, Indonesia, Thailand, Hong Kong, Philippines, Australia, New Zealand
1.
Singapore, Malaysia, Indonesia, Thailand, Hong Kong, Philippines, Australia, New Zealand
1.
Singapore, Malaysia, Indonesia, Thailand, Hong Kong, Philippines, Australia, New Zealand
My Role
My responsibilities included:
My Role
My responsibilities included:
My Role
My responsibilities included:
My Role
My responsibilities included:
Defining UX strategy
Defining UX strategy
Defining UX strategy
Defining UX strategy
Conducting research to pinpoint customer pain points
Conducting research to pinpoint customer pain points
Conducting research to pinpoint customer pain points
Conducting research to pinpoint customer pain points
Designing wireframes, prototypes, and user flows for web and app
Designing wireframes, prototypes, and user flows for web and app
Designing wireframes, prototypes, and user flows for web and app
Designing wireframes, prototypes, and user flows for web and app
Collaborating across teams to bring the vision to life
Collaborating across teams to bring the vision to life
Collaborating across teams to bring the vision to life
Collaborating across teams to bring the vision to life
The Challenge: Why So Many CS Tickets?
The CRM team originally suggested directing users to the FAQ page. While that might work in some cases, I wanted to dig deeper.
The Challenge: Why So Many CS Tickets?
The CRM team originally suggested directing users to the FAQ page. While that might work in some cases, I wanted to dig deeper.
The Challenge: Why So Many CS Tickets?
The CRM team originally suggested directing users to the FAQ page. While that might work in some cases, I wanted to dig deeper.
The Challenge: Why So Many CS Tickets?
The CRM team originally suggested directing users to the FAQ page. While that might work in some cases, I wanted to dig deeper.
Are users struggling to find order info on their own?
Are users struggling to find order info on their own?
Are users struggling to find order info on their own?
Are users struggling to find order info on their own?
What’s a better way to assist them without pushing them straight to CS?
What’s a better way to assist them without pushing them straight to CS?
What’s a better way to assist them without pushing them straight to CS?
What’s a better way to assist them without pushing them straight to CS?
How can we empower users to self-serve and reduce support tickets?
How can we empower users to self-serve and reduce support tickets?
How can we empower users to self-serve and reduce support tickets?
How can we empower users to self-serve and reduce support tickets?
UX Strategy: Aligning Stakeholders & Getting Buy-In
I built a UX strategy that tackled these questions head-on. By laying out a clear approach, I got buy-in from key stakeholders, making sure everyone was on board for research and testing.
UX Strategy: Aligning Stakeholders & Getting Buy-In
I built a UX strategy that tackled these questions head-on. By laying out a clear approach, I got buy-in from key stakeholders, making sure everyone was on board for research and testing.
UX Strategy: Aligning Stakeholders & Getting Buy-In
I built a UX strategy that tackled these questions head-on. By laying out a clear approach, I got buy-in from key stakeholders, making sure everyone was on board for research and testing.
UX Strategy: Aligning Stakeholders & Getting Buy-In
I built a UX strategy that tackled these questions head-on. By laying out a clear approach, I got buy-in from key stakeholders, making sure everyone was on board for research and testing.
Research: Finding the Friction
Research: Finding the Friction
Research: Finding the Friction
Research: Finding the Friction
Goal:
Goal:
Goal:
Goal:
Understand user behavior on “My Account” and “Order Pages.”
Understand user behavior on “My Account” and “Order Pages.”
Understand user behavior on “My Account” and “Order Pages.”
Understand user behavior on “My Account” and “Order Pages.”
Method:
Method:
Method:
Method:
Video Observation (FullStory) with 30 participants.
Video Observation (FullStory) with 30 participants.
Video Observation (FullStory) with 30 participants.
Video Observation (FullStory) with 30 participants.
What We Discovered:
What We Discovered:
What We Discovered:
What We Discovered:
Users frequently clicked on their order status looking for more details.
Users frequently clicked on their order status looking for more details.
Users frequently clicked on their order status looking for more details.
Users frequently clicked on their order status looking for more details.
They explored the platform for answers before resorting to CS.
They explored the platform for answers before resorting to CS.
They explored the platform for answers before resorting to CS.
They explored the platform for answers before resorting to CS.
Some struggled to understand certain status updates and what to do next.
Some struggled to understand certain status updates and what to do next.
Some struggled to understand certain status updates and what to do next.
Some struggled to understand certain status updates and what to do next.
Example of a Research Finding
Example of a Research Finding
Example of a Research Finding
Example of a Research Finding
Opportunities: Giving Users What They Need Fast
Instead of sending users on a wild goose chase, we made order tracking intuitive. Our goal? Give customers immediate, accurate, and easy-to-understand order updates without needing CS.
Opportunities: Giving Users What They Need Fast
Instead of sending users on a wild goose chase, we made order tracking intuitive. Our goal? Give customers immediate, accurate, and easy-to-understand order updates without needing CS.
Opportunities: Giving Users What They Need Fast
Instead of sending users on a wild goose chase, we made order tracking intuitive. Our goal? Give customers immediate, accurate, and easy-to-understand order updates without needing CS.
Opportunities: Giving Users What They Need Fast
Instead of sending users on a wild goose chase, we made order tracking intuitive. Our goal? Give customers immediate, accurate, and easy-to-understand order updates without needing CS.
Find Clean makeup products
Find Clean makeup products
Find Clean makeup products
Find Clean makeup products
Find Clean brands
Find Clean brands
Find Clean brands
Find Clean brands
Find out more about Sephora’s Clean campaign
Find out more about Sephora’s Clean campaign
Find out more about Sephora’s Clean campaign
Find out more about Sephora’s Clean campaign
The Design Solution
To get the right info in front of users, I introduced a “status info” text link on key pages:
The Design Solution
To get the right info in front of users, I introduced a “status info” text link on key pages:
The Design Solution
To get the right info in front of users, I introduced a “status info” text link on key pages:
The Design Solution
To get the right info in front of users, I introduced a “status info” text link on key pages:
Order Summary Page
Order Summary Page
Order Summary Page
Order Summary Page
Order Details Page
Order Details Page
Order Details Page
Order Details Page
Checkout Page
Checkout Page
Checkout Page
Checkout Page
This simple, strategic addition meant users could instantly see their order status and next steps—no more hunting for answers, no more unnecessary CS calls.
This simple, strategic addition meant users could instantly see their order status and next steps—no more hunting for answers, no more unnecessary CS calls.
This simple, strategic addition meant users could instantly see their order status and next steps—no more hunting for answers, no more unnecessary CS calls.
This simple, strategic addition meant users could instantly see their order status and next steps—no more hunting for answers, no more unnecessary CS calls.
Roadblocks & How We Solved Them
Roadblocks & How We Solved Them
Roadblocks & How We Solved Them
Roadblocks & How We Solved Them
Challenge 1: No Documentation for Statuses & Next Steps
Challenge 1: No Documentation for Statuses & Next Steps
Challenge 1: No Documentation for Statuses & Next Steps
Challenge 1: No Documentation for Statuses & Next Steps
We had no official reference for what each order status actually meant. Instead of playing email tag, I created a shared Slack channel, gathered responses, and consolidated everything in a structured spreadsheet. That got us to a finalized, approved solution fast.
We had no official reference for what each order status actually meant. Instead of playing email tag, I created a shared Slack channel, gathered responses, and consolidated everything in a structured spreadsheet. That got us to a finalized, approved solution fast.
We had no official reference for what each order status actually meant. Instead of playing email tag, I created a shared Slack channel, gathered responses, and consolidated everything in a structured spreadsheet. That got us to a finalized, approved solution fast.
We had no official reference for what each order status actually meant. Instead of playing email tag, I created a shared Slack channel, gathered responses, and consolidated everything in a structured spreadsheet. That got us to a finalized, approved solution fast.
Challenge 2: UI Alignment Issues
Challenge 2: UI Alignment Issues
Challenge 2: UI Alignment Issues
Challenge 2: UI Alignment Issues
Another project was overlapping with our pages, making UI consistency a nightmare. We worked closely with the other team to streamline design elements and avoid last-minute misalignment.
Another project was overlapping with our pages, making UI consistency a nightmare. We worked closely with the other team to streamline design elements and avoid last-minute misalignment.
Another project was overlapping with our pages, making UI consistency a nightmare. We worked closely with the other team to streamline design elements and avoid last-minute misalignment.
Another project was overlapping with our pages, making UI consistency a nightmare. We worked closely with the other team to streamline design elements and avoid last-minute misalignment.
Challenge 3: Payment Flow Discrepancy in One Country
Challenge 3: Payment Flow Discrepancy in One Country
Challenge 3: Payment Flow Discrepancy in One Country
Challenge 3: Payment Flow Discrepancy in One Country
For one of the eight countries, a unique third-party payment system delayed order status updates. While the backend team worked on syncing this info, we provided interim messaging to keep users informed.
For one of the eight countries, a unique third-party payment system delayed order status updates. While the backend team worked on syncing this info, we provided interim messaging to keep users informed.
For one of the eight countries, a unique third-party payment system delayed order status updates. While the backend team worked on syncing this info, we provided interim messaging to keep users informed.
For one of the eight countries, a unique third-party payment system delayed order status updates. While the backend team worked on syncing this info, we provided interim messaging to keep users informed.
Challenge 4: Remote Work Chaos (Thanks, Pandemic!)
Challenge 4: Remote Work Chaos (Thanks, Pandemic!)
Challenge 4: Remote Work Chaos (Thanks, Pandemic!)
Challenge 4: Remote Work Chaos (Thanks, Pandemic!)
With teams adjusting to remote work, crucial project discussions were happening across too many Slack threads. I took charge of organizing key decisions and updates in one central location to keep everyone aligned.
With teams adjusting to remote work, crucial project discussions were happening across too many Slack threads. I took charge of organizing key decisions and updates in one central location to keep everyone aligned.
With teams adjusting to remote work, crucial project discussions were happening across too many Slack threads. I took charge of organizing key decisions and updates in one central location to keep everyone aligned.
With teams adjusting to remote work, crucial project discussions were happening across too many Slack threads. I took charge of organizing key decisions and updates in one central location to keep everyone aligned.
Results: Proof in the Numbers
By adding the “status info” text link to crucial pages, we:
Results: Proof in the Numbers
By adding the “status info” text link to crucial pages, we:
Results: Proof in the Numbers
By adding the “status info” text link to crucial pages, we:
Results: Proof in the Numbers
By adding the “status info” text link to crucial pages, we:
Reduced CS tickets for order inquiries by 13%
Reduced CS tickets for order inquiries by 13%
Reduced CS tickets for order inquiries by 13%
Reduced CS tickets for order inquiries by 13%
Made order tracking faster, clearer, and more user-friendly
Made order tracking faster, clearer, and more user-friendly
Made order tracking faster, clearer, and more user-friendly
Made order tracking faster, clearer, and more user-friendly
Empowered customers to find their own answers without frustration
Empowered customers to find their own answers without frustration
Empowered customers to find their own answers without frustration
Empowered customers to find their own answers without frustration
What I'd Do Differently
With more time and resources, I’d go even deeper into user interviews and pain point analysis. While our data gave us great insights, direct customer conversations could have uncovered additional ways to refine the experience.
What I'd Do Differently
With more time and resources, I’d go even deeper into user interviews and pain point analysis. While our data gave us great insights, direct customer conversations could have uncovered additional ways to refine the experience.
What I'd Do Differently
With more time and resources, I’d go even deeper into user interviews and pain point analysis. While our data gave us great insights, direct customer conversations could have uncovered additional ways to refine the experience.
What I'd Do Differently
With more time and resources, I’d go even deeper into user interviews and pain point analysis. While our data gave us great insights, direct customer conversations could have uncovered additional ways to refine the experience.
This wasn’t just about reducing CS workload, it was about giving customers the seamless experience they expect. And with a strategic, research-backed approach, that’s exactly what we delivered.
This wasn’t just about reducing CS workload, it was about giving customers the seamless experience they expect. And with a strategic, research-backed approach, that’s exactly what we delivered.
This wasn’t just about reducing CS workload, it was about giving customers the seamless experience they expect. And with a strategic, research-backed approach, that’s exactly what we delivered.
This wasn’t just about reducing CS workload, it was about giving customers the seamless experience they expect. And with a strategic, research-backed approach, that’s exactly what we delivered.