Ubreakifix by Asurion stores appointment leads
Principal Product Lead | User Journey | User Research & Testing | UX/UI Design
With the rapid expansion of the store network across the country (currently at 800+ locations), Asurion wants to become “your neighborhood tech expert”. With fast growth, there is an urgent need to make sure that every in-store appointment results in a store visit.
2 projects focusing on winning the leads and increasing lead traffic into the stores.
Project 1
Store market zoning and local pricing dashboard
The challenge
The biggest challenge of every mobile phone repair store, including Ubreakifix by Asurion stores, is an ability to provide a repair price quote that is the most competitive in the local market. At the time, there was no easy way to group stores into markets and assign competitive pricing for each of the markets.
Exploration and ideation
We began by asking these questions:
What does the business want to be able to do with repair pricing?
What are the current pain points or blockers for them being able to set repair prices locally?
Why can’t we set one repair price across all of the stores?
Why are we not currently showing repair price estimates when the customer makes an appointment on our website?
We began interviewing the stakeholders including the pricing managers, corporate store operation managers and franchisee operation managers. They will be the users of this pricing dashboard.
What we learned:
These business users want an ability to easily group stores together into market zones.
For each market, there needs to be an easy way to add and edit repair prices including bulk updates.
There should be a quick way to move and remove stores from market to market.
With the ability to set pricing per market, we can now show estimated repair pricing knowing that the pricing will be competitive.
Validate our ideas & co-creation
1. Starting with a user flow
2. Adjust our assumptions & ideas
3. Wireframe it & test with users
“The magic is the process of co-creation”
As an agile team made up of Product, Design and Technology, we discussed, iterated and validated our ideas starting with a simple flow (boxes and arrows). As details became more clear we moved up to wireframes and started to test with users. We eventually built our product and the team felt the sense of ownership because we all helped to create it.
Bringing it all together and the result
The store market zoning and local pricing dashboard launched in early Q2 of 2022. Asurion is now able to show repair pricing to the customer as they setup an appointment. Prices shown to the customer are based on research done by the pricing team, so we know it will be competitive for that market. The tool started being used in June when the stores began accepting repairs for the Apple iPhone 13 which was launched at the end of 2021.
So far, the pricing tool contributed to a 9% increase of the appointment conversion rate for the top device models.
The final market pricing dashboard utilizes existing UI patterns of the store platform, shortened time to market and creates consistency and familiarity for the users.
Project 2
Non-repair service appointment leads
The challenge
In order to be “your neighborhood tech expert” Ubreakifix by Asurion stores have to create more interactions with the customers beyond repair appointments. We need to create more ways for the customer to experience our services.
The idea
Ubreakifix by Asurion stores have the capability to provide services and advice that goes beyond device repair. We can provide free device data backup and device sanitization services to our customers. These services may not generate revenue, but they create an opportunity for customer engagement that is so valuable to the company.
Collaborations across teams
In order for the project to be a success, teams have to work on their tasks and come together to create a great service appointment experience for the customer.
Asurion client team — work with the carrier partners (AT&T and Verizon) to offer these free services to their mobile insurance customers.
Asurion marketing team — create email designs to send out to these customers.
Asurion dashboard team — work on an entry point for the customer to setup this service from their account dashboard.
My team — work on the service appointment scheduling experience that ends with customer visiting the store
We used Miro board to collaborate and connect these experiences together and make adjustments needed to create a cohesive and a great appointment experience for the customers.
Testing & bringing it all together
We prototyped and user tested our non-repair service appointment experience. We iterated along with eliminating unnecessary steps. Once we felt good about the experience we put together and built it for our customers. These non-repair services will give Asurion a good read on the level of engagement from our customers on services that go beyond device repair.
Summary
These 2 projects are examples of efforts Asurion is using toward generating leads and engagement with the customer. These efforts are part of the roadmap to make Ubreakifix by Asurion stores become “your neighborhood tech expert”.