Nike
OMOBO Exchanges
The What
OMOBO means "Order Management on Behalf of," and it's a tool that CS Athletes (Consumer Services) use to process transactions for consumers.
OMOBO was made without any design help, so the user experience was really bad.
Exchanges is a new process in OMOBO that allows customer service representatives (CS Athletes) to process exchanges for customers.
I was asked to design this new workflow and establish a system with the Product and Engineering teams to incorporate design throughout the software development process.
The Why
OMOBO Exchanges was created to replace the exchanges workflow in CSP, an outgoing legacy tool.
According to athletes, the CSP exchanges workflow was extremely difficult to learn and use, causing errors and impacting consumer satisfaction.
Our goal was to create a workflow that was easy to understand, efficient, and simple to learn.
This would speed up exchange transactions which would improve athlete efficiency and consumer satisfaction.
Discovery and Research
Working closely with the Product Manager, we reviewed all of the feedback collected from CS athletes regarding doing exchanges within CSP (Consumer Services Portal), the legacy app that would eventually be replaced by OMOBO. To follow that up, we then scheduled interviews and user observations with CS Athletes. We then prioritized that feedback using the Effort vs Impact Matrix.
What we learned
We interviewed a total of 12 CS Athletes across all geos (NA, EMEA, APLA, Korea & China). Some of the more interesting things we learned were:
The CSP (Consumer Services Portal) app they were using at the time was extremely difficult to learn and use. In addition, it would almost always lock up on them when trying to do an exchange.
The pain points that existed in the CSP app spilled over to the consumer, leaving them frustrated whenever they called in to ask for an exchange.
Some of the Athletes that we interviewed were managers, and they all commented on how difficult it was to train new associates how to use the software.
User Flow
Since there was an established UI pattern in OMOBO using a “stepped” workflow for other tasks like doing returns, I decided it would be best if we utilized that same approach for exchanges. This would provide more consistency in the app and also make it easier for users to quickly adapt to it. Below is the user flow diagram that represents that stepped approach. I would later use this as a reference as I started the process of wireframing each of the screens.
Wireframes
In this stage of the process, I was exploring different layouts using a stepped design. There were other workflows within OMOBO that used a stepped design, so I wanted to keep that consistent. However, it wasn’t very well executed so my goal was to come up with a better solution that we could eventually implement site wide.
Design Refinements & Prototype
After a round of user interviews where I showed them the early concepts, I was able to take their feedback and begin designing the hi-fidelity screens which would then be used to build the clickable prototype.
Usability and User Acceptance Testing
We tested our product with 20-30 users in NA, EMEA, APLA, and South Korea to validate how user friendly it was. It was crucial for us to create a workflow that not only met the users' needs but also improved upon what they were using in the old application. We listened to the feedback from all those sessions, prioritized the most important needs, and then made the final changes to the designs before giving them to Engineering.
The final step before production was conducting UAT. Below is a sample of the type of feedback we received.
In short, the users LOVE it!
User Feedback
“Everything is very intuitive. Everything makes sense and it also is faster.”
“Incredibly compact and easy to exchange. Very clear and direct, CSP was a little bit complex and had issues.”
“Very simple, easy to manage even for new agents.”
“You all did a really great job with creating this!”
Highlights
OMOBO Exchanges was completed and released in September of 2023. Since its release, CS Athletes absolutely love how quick and easy it is to perform an exchange for consumers. As a result, CS Athlete satisfaction is higher than it's ever been and it's also had a positive impact on consumer satisfaction, as well.
Here are the highlights:
$7.7M
Demand Retained
(+9% avg/week )
$105
Average Order Value (+$12.60/order)
7% faster
Average Handle Time
for Phone (8:52 avg)
10% faster
Average Handle Time
for Chat (16:19 avg)