Example Reflection ----Learning Launch

Challenge:

I am working in a technology organization, leading a team responsible for growth of our e-commerce  business. The challenge that we were facing in uptake of our online transactions were very high drop  rates at the check-out of payment gateway, which was directly linked to the customer experience as  well business growth. The project included, internal stake holders (business, technology teams) and  external stakeholders (customers and the payment merchants) , all of them having a direct stake in the  project. The project was spanned on a 30 days timeline, and expected to achieve higher success rates on  the online payment processing, which will ultimately lead to better customer experience and eventual  business growth.

Selection:

The teams studied different design thinking tools and decided to implement “learning launch”. The  thought process was to quickly test the prototype of our idea of for possible solution take the learning  and agree on the next steps to move forward.

Application:

Since the challenge at hand involved numerous stakeholders, for our first learning launch we decided to  take to our merchants who were our partners in order to probe their end of challenge in detail. We  looked into matrix like customers session time on their website, adding products to the cart and picking  a payment method of our gateway. During all this we figured out, that most of the customers leave the  page after they click on the payment method in discussion. While rest of their data matrix remain quite  healthy. We arranged a workshop with our key merchants, and aligned ourselves to revamp our check- out page to a 2- step process and eliminating any re-directions that might be of customer’s concerns and  drop outs and launch it on 3-4 merchants during our learning launch process. We concluded the sessions  in two and a half week time

For second learning launch, we decided to take into account, customer’s trust factors that can be  improved by re-designing the check-out page. We did a survey with our customer’s whose payment  were dropped during last 3 months , gathered their feedback and re-designed the payment page with  payment schemes and payment partner logos , the brands that are well known to customers but they  are invisible at the time of check out, thus weakening customer trust on the merchant and eventual  payment and services.

Insights:

With application of this tool, we identified some assumptions and applied them in our launch in order to  test and map with our assumptions.  This will help us to make informed decisions on whether we have  come up with the right solution, addressing the problem at hand or there are any iteration we need to

go through.   We assumed that customers visiting the merchant website even adding their desired items  into the basket drop out at payment page because i) the redirection hampers all the customer  experience and can be fixed with a direct integration ii) once on the payment page customers don’t see  the brand presence with their payment instrument, lower their trust to spend money and that might  impede their intention to complete the transaction.

The results of our learning launch were very much complimented with our assumptions, we witnessed  lower drop rates and subsequent of higher number of successful transactions.

Approach:

While we studied different design thinking tools in order to comprehend the challenge and found design  thinking as the best suited ,because of the nature of challenge , quick implementation and getting closer  to the right solution at a very fast pace. We will take into account all the factors from learning launch  phase , in order to plan the complete roll out of the solution to our entire online merchant base .


Example Reflection ----Learning Launch Challenge : I am working in a technology organization , leading a team responsible for growth of our e - commerce business . The challenge that we were facing in uptake of our online transactions were very high drop rates at the check - out of payment gateway , which was directly linked to the customer experience as well business growth . The project included , internal stake holders ( business , technology teams ) and external stakeholders ( customers and the payment merchants ) , all of them having a direct stake in the project . The project was spanned on a 30 days timeline , and expected to achieve higher success rates on the online payment processing , which will ultimately lead to better customer experience and eventual business growth . Selection : The teams studied different design thinking tools and decided to implement “ learning launch ” . The thought process was to quickly test the prototype of our idea of for possible solution take the learning and agree on the next steps to move forward . Application : Since the challenge at hand involved numerous stakeholders , for our first learning launch we decided to take to our merchants who were our partners in order to probe their end of challenge in detail . We looked into matrix like customers session time on their website , adding products to the cart and picking a payment method of our gateway . During all this we figured out , that most of the customers leave the page after they click on the payment method in discussion . While rest of their data matrix remain quite healthy . We arranged a workshop with our key merchants , and aligned ourselves to revamp our check- out page to a 2- step process and eliminating any re - directions that might be of customer ’s concerns and drop outs and launch it on 3 - 4 merchants during our learning launch process . We concluded the sessions in two and a half week time For second learning launch , we decided to take into account , customer ’s trust factors that can be improved by re - designing the check - out page . We did a survey with our customer ’s whose payment were dropped during last 3 months , gathered their feedback and re - designed the payment page with payment schemes and payment partner logos , the brands that are well known to customers but they are invisible at the time of check out , thus weakening customer trust on the merchant and eventual payment and services . Insights : With application of this tool , we identified some assumptions and applied them in our launch in order to test and map with our assumptions . This will help us to make informed decisions on whether we have come up with the right solution , addressing the problem at hand or there are any iteration we need to go through . We assumed that customers visiting the merchant website even adding their desired items into the basket drop out at payment page because i ) the redirection hampers all the customer experience and can be fixed with a direct integration ii ) once on the payment page customers do n’t see the brand presence with their payment instrument , lower their trust to spend money and that might impede their intention to complete the transaction . The results of our learning launch were very much complimented with our assumptions , we witnessed lower drop rates and subsequent of higher number of successful transactions . Approach : While we studied different design thinking tools in order to comprehend the challenge and found design thinking as the best suited , because of the nature of challenge , quick implementation and getting closer to the right solution at a very fast pace . We will take into account all the factors from learning launch phase , in order to plan the complete roll out of the solution to our entire online merchant base .