flash coffee 2/4 :
how to handle 200++ order cancellation request

we got 200+ customer cancellation requests (in Feb-March across regions) who contacted customer support to cancel an incorrect order placed.

• Help to reduce order cancellation rate due to wrong selection of pick up/delivery
  

• Reduce drop-offs on the order confirmation page
  
• Reduce the cost/time incurred on CX to intervene
  
• Increase customer satisfaction for app users who ordered wrongly
  
• Gather reasons for cancellation to manage future churn 

• Preselected method (Pick-up) easily missed by user
  Every user lands on the pick-up mode by default, there are many instances where the customers placed a pick-up order unintentionally.
  
  The worst case scenario this will resulted in post-order cancellation for the user that wanted delivery instead, some will only realised the mistake when arriving to the store for collection.  This is especially costly to us if an order has been received and our baristas are in the process of making the drinks before they get notified of the cancellation.
  
  
  
• The existing order confirmation modal cannot function effectively. 
  After user places an order, an additional tap is required to continue. Unfortunately, it can not help user recheck the order information efficiently and this leads the post-order cancellation.
  
  Alot of times, user select the confirmation button without actually reading through the information by a habit/muscle memory action because the CTA placement on the screen could potentially lead to people automatically tapping.

As-is delivery order confirmation modal 


As-is pickup order confirmation modal 

• It’s a hassle for users to cancel a placed order.
  After placing an order, there is no way for customer to cancel orders directly through the app. The only way for post-order cancellation is to contact customer support via the in-app chat function and CS will cancel the order manually. This can take up to an hour for the order to be cancelled.
  
  Due to the limited operation time, if customers want to cancel an order after CS working hours, they are unable to chat or request an order cancellation. This leads to complaint and drop negative feedback to customer service and baristas. Moreover, the information on the help page is vague, the user might struggle on this page.

1. Improve order confirmation modal design
   To be the efficient last stop to recheck order details and prevent the mistake of selecting wrong pick-up store/wrong order mode.
   
   
2. Create an in-app order cancellation feature
   To reduce the hassle of canceling orders on the customer side and reducing time consumption on the manual process of the cs side.
   
   
3. Make order refund information visible to the customer
   To help customers who are eager with attaining their refunds back sooner and contacting CS for the latest update on the refunds when the order is cancelled or rejected.

• The order will be automatically placed and continue if user does not select the cancel CTA, thus it needs to be clear for the user to understand

• The order type indicator needs to be clear to users, allowing them to see how the store looks like and understand the contextual area.

• Extend the time for user to ensure their selected order details before making the decision.
  
  
• Don’t add any additional steps to the user that have no intent to cancel the order.
  
  
• Prevent confusion regarding when is the right time for an order to be sent to the barista hub for the barista to accept the order that would lead to low effect from order cancellation.
  

• Reduce manual steps of order refund process.
  

• Make it clear to customer about the refund information and the expected date for the money to arrive without contacting CS.

order confirmation

order cancellation

Before barista accept order

order refund

order refund

• That allows us to track the journey based on user action to understand the reason for cancellation and dropoff.
  
  
• That information will give us an indication of whether people drop off because of the wrong order placed or their unavoidable intention.
  
  
• Which in turn will allow us to experiment better.

• 50% reduction in CS tickets related to order cancellation
• If there is a large number of user who click to skip, but complain to CS anyway
• Increase in App ratings post the cancellation and refund workflow implementation
• 30% reduction in CS tickets related to refund processing inquiries

1. A/B testing in the market with the most number of post-order queries to CS (SG, TH). Open to 50% → 75% → 100%
2. Track the respective event of actions after users placed an order
3. Track Cancel button event on Order confirmation page
4. Track Cancel button on Order details page (post order creation)