Beyond the checkout

🎯 SITUATION

The Post-Purchase Abandonment (2021-2022)

Picture this: A customer buys a £1,200 laptop from Currys online. The purchase goes smoothly, but then... silence. They struggle to find their order details, can't easily access warranty information, and have no clear path for support when they need help setting up their new device.

This was the reality facing Currys' digital customers—a seamless purchase experience followed by a confusing, fragmented post-purchase journey.

The Account Experience Crisis:

• Declining User Retention: 25% drop in returning users over past quarter
• Poor Account Usability: Customers couldn't easily manage orders, warranties, or support requests
• Revenue Leakage: Missed opportunities for repeat purchases and service sales
• Support Burden: High volume of calls for tasks that should be self-service
• Brand Relationship Damage: Frustrating post-purchase experiences undermining purchase satisfaction

The Business Reality Check

While Currys had invested heavily in optimizing the purchase funnel, the account management experience had been neglected:

• Legacy Interface: Outdated, cluttered design that hadn't evolved with user expectations
• Information Architecture Problems: Critical information buried or hard to find
• Mobile Experience Gaps: Poor responsive design limiting smartphone usage
• Disconnected Services: Fragmented experiences across different account functions

The Opportunity: Recent analytics showed that improving account experience could drive both retention and additional revenue, with engaged account users spending 40% more annually.

The Challenge: Redesign the entire account management ecosystem to transform post-purchase confusion into ongoing customer relationship excellence.

📋 TASK

Reimagining the complete post-purchase customer experience

The Mission Brief

As lead UI/UX designer, I was tasked with spearheading a complete redesign of Currys' account management system, working with a cross-functional team of five members:

Primary Objectives:

• Increase User Retention: Reverse the 25% decline in returning users
• Improve Customer Satisfaction: Create intuitive, helpful account experiences
• Drive Revenue Growth: Enable easier repeat purchases and service discovery
• Reduce Support Costs: Make account management truly self-service
• Strengthen Brand Relationship: Transform accounts into ongoing engagement tools

The Team Structure

Collaborative Team Composition:

• Lead UI/UX Designer (Me): Overall experience design and user research leadership
• Front-End Developer: Mobile-responsive implementation expertise
• Back-End Developer: Account systems integration and performance optimization
• Content Strategist: Information architecture and user communication
• User Researcher: Customer behavior analysis and usability validation

The Multi-Dimensional Challenge

This wasn't just a visual redesign—it required reimagining how customers interact with Currys after purchase:

Experience Scope:

• Order Management: Clear tracking, delivery updates, and order history
• Product Support: Easy access to manuals, warranties, and troubleshooting
• Service Discovery: Relevant recommendations for accessories, protection plans, and upgrades
• Account Preferences: Profile management, communication settings, and personalization
• Support Integration: Seamless connection to help resources and live assistance

Success Metrics Defined:

• 40% increase in user retention rates
• 25% surge in repeat purchase conversion
• 15% improvement in customer satisfaction scores
• Significant reduction in account-related support inquiries

⚡ ACTION

Systematic transformation of the account experience

Phase 1: Research & Discovery (Weeks 1-4)

Comprehensive User Research Program

Multi-Method Research Approach:

• User Surveys: 500+ responses identifying key pain points and priorities
• Customer Journey Mapping: Detailed analysis of post-purchase touchpoints
• Usability Testing: In-depth sessions with existing account users
• Analytics Deep Dive: Behavioral data analysis revealing usage patterns and drop-off points

Key Research Findings:

• Navigation Confusion: Users couldn't find basic account functions intuitively
• Information Overload: Critical details buried in cluttered interface
• Mobile Frustration: Responsive design issues preventing mobile task completion
• Service Disconnection: No clear path from account to relevant services and support

Phase 2: Information Architecture & User Flow Design (Weeks 5-8)

Strategic IA Restructuring

Simplified Navigation Strategy:

• Task-Based Organization: Grouped functions around user goals rather than internal systems
• Progressive Disclosure: Revealed complexity gradually based on user needs
• Context-Aware Content: Surfaced relevant information based on purchase history and current needs
• Mobile-First Hierarchy: Prioritized most common tasks for touch interaction

Phase 3: Visual Design & Prototyping (Weeks 9-16)

Clean, Contemporary Interface Design

Design System Implementation:

• Visual Hierarchy: Clear typography scales and consistent spacing systems
• Color Strategy: Accessibility-compliant palette with intuitive status indicators
• Component Library: Reusable interface elements for consistent implementation
• Responsive Grid: Mobile-first layout system adapting seamlessly across devices

Phase 4: Implementation & Optimization (Weeks 17-24)

Agile Development Process

Iterative Implementation Strategy:

• Component-Based Build: Systematic development of reusable interface elements
• Performance Monitoring: Continuous optimization for loading speed and responsiveness
• Quality Assurance: Comprehensive testing across devices, browsers, and user scenarios

🏆 RESULT

Transforming post-purchase relationships through design excellence

Quantitative Success Metrics

📈 User Engagement Revolution

Retention Achievement:

• 40% Increase in User Retention: Exceeded target, reversing previous decline
• 25% Surge in Overall Sales: Direct correlation with improved account engagement
• 15% Customer Satisfaction Improvement: Measured through comprehensive surveys and feedback

Qualitative Transformation Results

Customer Experience Revolution

Before: "I can never find my order information, and the account page is so confusing!"

After: "Finally, an account that actually helps me manage my purchases and find what I need!"

Business Impact Beyond Metrics

Operational Efficiency Gains

Support Cost Reduction:

• Self-Service Success: 40% reduction in account-related support inquiries
• Faster Resolution: When support was needed, better account tools enabled quicker problem-solving
• Resource Optimization: Support team could focus on complex issues rather than basic account navigation

💡 KEY LEARNINGS & IMPACT

What post-purchase experience design taught about customer relationships

Major Design Insights

1. Post-Purchase Is Pre-Purchase for the Next Sale

The account experience directly influenced customers' willingness to make future purchases. Investment in post-purchase design paid dividends in repeat business.

2. Mobile-First Is Account-First

Customers primarily checked account information on mobile devices. Designing mobile experiences first created better overall usability.

3. Self-Service Empowerment Builds Loyalty

When customers could easily manage their accounts independently, they felt more confident and connected to the brand.

The Ultimate Learning: Post-purchase experience design is relationship design—every interaction after the initial sale either builds or erodes the foundation for future business.

🛠️ Skills Demonstrated

• User Experience Strategy: Transforming business requirements into compelling customer experiences
• Cross-Functional Leadership: Successfully coordinating design, development, content, and research teams
• Mobile-First Design: Creating responsive experiences that excel across all device types
• Information Architecture: Restructuring complex account systems into intuitive, task-based organization
• Business Impact Focus: Connecting design improvements to measurable revenue and retention outcomes

This case study demonstrates how strategic account experience design can transform post-purchase relationships, creating sustainable competitive advantages through customer-centered digital experiences.

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