How it started

The initial task seemed simple: improve the copy for the Ding App success page and reduce customer care contacts.

However, deeper investigation revealed that unclear post-purchase communication led to user frustration and unnecessary support inquiries.

Research & Insights

To understand the root cause of the issue, I collaborated with the Product Manager and Customer Support team. Together, we:

• Analyzed customer support tickets to identify why users contacted support about their top-ups.

• Identified key frustrations, such as users not knowing their top-up status or where to find order details.

• Reviewed the existing success screen copy to pinpoint areas of confusion.

Competitive Analysis & UX Audit

• I also conducted a competitive analysis to see how other platforms handle post-purchase communication.

• Performed a UX audit of the post-purchase flow to uncover gaps and pain points in the user journey.

This research, combined with data analysis, customer complaints and what we already knew — got us to the following key findings:

Problem Statement

How might we manage users’ expectations regarding top-up delivery and provide assistance when needed?

Validate

Once the improvements were designed, I created a prototype to validate the effectiveness of our improvements with users.

For the first round of user testing, I designed a flow where participants completed a top-up transaction using the Ding app. I conducted 15 remote unmoderated usability tests for Sucess, Operator Issue and Cubacel, observing how users interacted with the new progress bar, order details, and help access.

Design Improvements

After the user testing, to improve the post-purchase experience, I implemented the following solutions (view image below):

1. Progress Bar:

   • Added a visual progress bar to show users where they were in the process purchasing process.

2. Clear messaging:

   • Refined messaging on the success screen to communicate delivery timelines and direct users to their order details.

   • Ensured a concise, reassuring tone to reduce uncertainty and frustration.

3. Order Details:

   • Made it easier to find and understand key details, including:

     • Amount sent

     • Recipient information

     • Estimated delivery time (or notes about potential delays)

4. Easy Access to Help:

   • Added a prominent Help Center link on the success screen to address common questions and reduce unnecessary support requests.

Impact

• Fewer support requests related to order tracking and top-ups.

• More users engaging with self-service tools, such as order details and help articles.
  There was a noticeable change in support ticket, but still had few tickets that were related to operator issues.

• But overall, the trends at the time showed clear improvements in efficiency and user experience.

Key learnings

• A small-scope project, such as a simple copy update, can evolve into a major UX improvement with the right insights and approach.

• Some product issues are beyond our control, but we must still find ways to support users effectively.

• Advocating for user needs, especially when backed by data, is essential for driving better product decisions.