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How Identifying a Competitive Disadvantage Reduced Customer Support Overhead by 35%

Web App

Background

WooPayments, a leading e-commerce payment platform, faced a critical challenge: merchants were increasingly opting for competitors offering superior fraud prevention tools. This gap not only eroded merchant trust but also led to heightened support inquiries and revenue losses due to fraudulent transactions.

Objective

Develop a transaction filtering solution that bolsters merchant confidence, reduces support overhead, and mitigates revenue loss from fraud. If successful we'll see a decrease in support tickets and a bump in division revenue.


My Role

As a product designer, I led user research and usability testing sessions, wireframing and prototyping, and drove collaboration between design, product, and engineering.

User-Centric Research

  • Analyzed existing customer feedback to pinpoint user experience gaps.

  • Conducted competitive analysis to understand market standards.

  • Engaged in usability testing with current merchants to validate assumptions and gather insights.

Iterative Design & Development

  • Created low-fidelity prototypes to facilitate rapid testing and feedback loops.

  • Progressed to high-fidelity prototypes and detailed user journey diagrams.

  • Collaborated closely with engineering teams to ensure seamless implementation.

Strategic Feature Deployment

  • Introduced a two-tiered control system:

    • Basic Controls: Enabled by default, offering essential protection without overwhelming users.

    • Advanced Controls: Optional settings for merchants seeking granular control over transaction screening.

  • Designed an onboarding flow emphasizing the benefits of each tool, guiding merchants through configuration without technical jargon.

Outcomes

100% User Adoption

  • Every merchant integrated the new risk management tools into their operations.

35% Reduction in Support Tickets

  • A significant decrease in customer support inquiries related to fraudulent transactions.

Enhanced Merchant Trust

  • Improved perception of WooPayments' commitment to security and merchant success.

Revenue Growth

  • Both WooPayments and its merchants experienced increased revenues due to reduced fraud-related losses.

Conclusion

By prioritizing user experience and coupling it with robust risk management features, WooPayments not only addressed a critical vulnerability but also reinforced its position in the market. This initiative showcases the impact of thoughtful design and strategic implementation in solving real-world business challenges.