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The Project:

Making it easier for customer support agents to answer the support question, "Where's my order"

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The ask

To revamp the existing Freshdesk Shopify integration with better features.

The team

Product Designer (me), PM, Engineering squad

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3

The timeline

3 months for research, design, and handoff.
Shipped: September 2021

IMPACT
& REVENUE

Increased feature adoption from 2.2% per month to 3% per month and increased customer support productivity. Generated revenue of $600K ARR in 6 months.

Read the release article
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The Impact:
This design increased feature adoption from 2.2% per month to 3% per month.
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01
Introduction to Freshdesk
The success metrics, what Freshdesk does, and what the project is about.
02
User Research
03
Plan of action
04
Mocks
Freshdesk (the product) and how it works.
Freshdesk is a customer support software (B2B) to help businesses manage their customer service operations.
So whenever a customer reaches out to the business, a support ticket is created.
A ticket example: "Hey, I received a broken TV"
Using the Freshdesk Shopify integration - agents can reply to customers within Freshdesk itself.
Why do they use the integration?

Problem & opportunity

The existing Freshdesk - Shopify integration (shown on the right) enables businesses using Shopify to synchronize customer data, order information, and support interactions, allowing support agents to provide assistance to customers directly from within the Freshdesk platform.

Please note that the case study below has only been shown in part to comply with the company's NDA policy.

An example flow: Emily wants her cupcakes

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For example: Emily reaches out to Crazy Cupcakes asking where her order is.
Once she reaches out via their website, a support ticket is created.

This support ticket is then assigned to an agent who immediately responds.

Once the support agent gets the order details from the customer, the agent opens the Shopify integration to get the tracking details. The agent then replies to the customer.

And the cycle repeats for every customer inquiry.

This support ticket is then assigned to an agent who immediately responds.

The Opportunity:
Improving the integration will lead to customer support agents responding to requests faster.

User Research methods

Surveys and Questionnaires

Questions we wanted answered:
• "How would you like to improve the integration?"
• "What kind of queries do your customer support agents get?"

wHY WE SENT OUT SURVEYS AND QUESTIONNAIRES

We sent out surveys and questionnaires to our users (qualitative research) to understand in detail how they'd like the integration to be improved and what problems they were facing.

results from the surveys

"How would you like to improve the integration?"

user research pt ii

"What kind of queries do your customer support agents get?"

competitor analysis

Other CRM - Ecommerce integrations were compared, and each of them had their pros and cons which were listed. (not shown to comply with the company's policy)

Scope & Planning

Planned added features:
DE-SCOPED DUE TO TECHNICAL CONSTRAINTS

The tracking information was scrapped from the roadmap due to engineering constraints.

Design principles

collaboration and contribution

the team

Product Designer (Me), PM, Engineering Squad

MY CONTRIBUTION

Designs

using the DESIGN SYSTEM

I reused components that already existed in the design system, save for one mini button. This mini button was reviewed by the design, engineering and product team and then added to the design system.

The shopify widget - old integration vs the designed integration

Before (left)  & After (right)

The changes were small but we added revamped the cancel flow, the refund flow, and added shipping information.

the designed integration

The Shopify widget (in the widget area)

The Shopify widget (in detail)

the added flows to the widget

The Shopify widget - deep diving into the changes

Before

The old Refund and Cancel flow and why it didn't work

aFTER

The designed Cancel flow (in a slider)

aFTER

The designed Refund flow (in a slider)

a new addition

A shipping information slider

As part of this project - I also designed an e-commerce onboarding experience for potential customers that come across Freshdesk from Shopify.
The onboarding experience was added as part of the secondary release.

Please note that only half the case study is shown to comply with the company's NDA policy.

Thank you!