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reimagined Dispute filing
I was part of the design team that reimagined the consumer dispute filing process. This was an experience used by buyers to report issues they were facing with their sellers. The goal of this project was to offer a simplified disputes solution by intelligently surfacing customized solutions, with clear, conversational, and friendly content.
Context: Any issue or complaint is usually driven by the"intent" of the consumer. The consumer faces a particular type of problem and comes seeking help just for that. We wanted to meet our consumers exactly where they were at, with empathy and understanding.
And we did just that! We led our solution with the consumer's intent, asking the right questions, guiding, handholding, helping them identify the right filing solution for their problems, self-serve, and file a dispute successfully.
Business objectives
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The goal for the experience design team was to create an experience that allowed users to self-serve.
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Make it easy and seamless for consumers to report issues, helping them choose and report the right type of dispute.​
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Offer a simplified disputes solution to users with communication that truly represents the brand's identity.
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Reduce drop-offs, contact rates, and operational expenses associated with handling disputes
Impact
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Users were able to file the right type of dispute by having focused choices. This led to a decrease in the number of wrongly filed disputes.​
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The new language helped users clearly understand what they needed to share to get help.​
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There was also a reduction in the contact volumes, reducing the churn for users.
The legacy filing experience (pain points)
The existing experience wasn’t seamless or simple for consumers; it neither asked the right questions nor guided users to file the right kind of dispute. There were also technical issues occurring at places, which led to frequent drop-offs. Drop-offs mostly led to contacts with users taking assistance from agents to file a dispute. Users were also not clear about the documents they needed to submit to win a dispute.
Foundational work
Gap analysis
To start with, the design team conducted a gap analysis of the existing experience.
To understand problems or “intents”, we listened to customer calls with agents, read through feedback notes from users, and also got insights from existing research.
Card sorting exercise
Once we had the problems collated, we performed an extensive card sorting exercise to categorize the “intents” into meaningful categories.
Journey mapping
Learning from the existing filing experience, we drew up the ideal filing experience that could be possible, considering the needs of our users.
Key language considerations
The language and content for each intent were derived from user verbatim, to make it easier for them to relate to.
User testing & Research
We user-tested prototypes for the filing experience with consumers in the US, UK, and Australia.
Users were asked to do a mock filing experience, call out roses and thorns along the way. We iterated and modified the experience based on our findings.
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Tree-testing for info architecture comprehension
The intent
The following "intent" selection page shows the primary categories we created after our foundational work.
Context: This is where a consumer starts filing, basically by picking up their "intent" or cause for filing the dispute.
Current state - ​AI enhancements
The team is working on introducing LLM models to guide and help users choose the right reason code while filing a dispute. The goal here is to reduce wrong filing and user drop-offs.
Content strategy
The content strategy focused on simplifying the language and terminology in a friendly, empathetic, conversational tone. The language was customized to suit the user based on their intent to file and the purchase they had made. The content was also made clearer to help users understand the specific documents they had to submit to help with their case.
Serving intelligence
This page was a customized solution shown to consumers depending on the issue they were facing. For example, if a consumer hadn't received their item, we surfaced this widget with tracking information to keep users aware of where their order was before they even filed a dispute.
The purchase
Here we ask consumers to share information on their purchases, which would help in getting a faster resolution.
The specific issue
To help users get the right resolution for their issues, here we ask the user to give very specific details of their issues.
More info
We customized this page to ask the most relevant information from users to understand their purchases better.
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