About BEES App
BEES is a company that operates a global B2B e-commerce and SaaS platform. It is active in 20+ countries, helping small to medium-sized retailers enhance business efficiency and growth.
The Problem
Customers are reaching out to support to get information that is already available on the application and increasing the customer support tickets.
- 36% of of customer support requests are related to information that exists in my account.
- Users spend about 37% of their time within my account section, but can not easily find what they are looking for.
Discovery
Evaluating the Existing Experience
- My account includes account information, order history, invoices, credit status and a customer support section.
- The original experience hid most information behind tabs, making it more difficult for users to access.
- With some updates to the design system, the existing design was outdated.
Competitive Analysis
Conducted a comprehensive analysis of competing apps and my account pages.
Examined the features, design, and user experience of similar apps to identify best practices and areas for differentiation.
Identified opportunities to enhance the my account section based on market trends and user expectations.
Ideation
Wireframes
After reviewing data from the customer support team, we organized information based on the most frequently contacted topics.
Created clearer separation between business information and personal information. Also removed tabs to better list and highlight information on the main my account page.
Testing
Methodology
Unmoderated user testing that the research team helped create. Two layouts were shown to participants through the tool "Maze".
Participants
28 users from Brazil and Mexico
Version 1
Version 2
Key Takeaways
Overall V2 with quick actions performed better
Users relied on 'quick actions' when available
Keeping track of recent orders is essential and this info needs to be easy to find
Personal info and support channels must be visually different
All help and support info must be grouped together more clearly
Final Designs
Results and Impact
3%
Decrease in customer support requests
~2%
Increase in traffic to orders, invoices and credit
Next steps
Next steps are to update the pages that link from the my account page such as orders, invoices, credit.
