CASE STUDY
Dig deeper into this case study to see Kailin Witte's skills and experience at work.
The journey doesn't end with a purchase.
Adding, optimizing, and humanizing all order-status messages for order history pages and transactional emails
Challenge
Vague or inaccurate order statuses
After the thrill of placing an order, our status messages weren't just lackluster, many were vague and in some cases, incorrect. Overtime, this created a spike in customer confusion, increased contacts to customer service, and in some cases, disappointed customers. With new tools and data points to utilize, the post-purchase product team (at this top outdoor retailer) prioritized an overhaul of all order messaging across the site and in transactional emails. I was assigned as the UX content design lead.
Result
Reduced service contacts by 22%
Our data-informed content messaging strategy, content optimization and UX redesign of order history pages and transactional emails—including the addition of 40+ carefully crafted order status messages—helped reduce order-status-related contacts to customer service by 22% year-over-year.
Solution
Meticulous audit and optimization
By creating a shared mission, I rallied the team to focus on improving messaging quality. Our content goal was to be as accurate, specific, and human as possible. Working with partners, I conducted an in-depth audit, investigated when statuses were triggered, clarified existing messaging and added new statuses to fill gaps for a more connected and informed order journey. Messaging also accounted for all troublesome edge cases, such as in-store bike assembly, carrier delays and in-store order pickup.
Why it matters
Strengthened satisfaction and trust
By learning more about each status' trigger, I was able to better communicate the most important message to the customer. With these being automated throughout the post-purchase journey, my team and I were able to quickly improve content comprehension, purchase satisfaction and shopper confidence.
