Improving Klarna's online customer service
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. Therefore, it only describes the process and results in very general terms.
Background and goal
45 000 000 end customers used Klarna at the time I was tasked with evaluating and improving the user experience of the Klarna website customer service sections - mainly the FAQ. Klarna wanted to better enable their customers to easily and effectively resolve common issues through self-service.
- Co-listening at customer service call center
Co-listening at the Stockholm call center which covers customers from Scandinavia. 3 call center representatives during 8 hours.
- Interviewing call center representatives
Interviews with 3 participants. Themes were the customer service process, pain points and opportunities, common questions from customers.
- Analyzing Hotjar (screen recordings and heatmaps) and Google Analytics data
Analyzing Google Analytics measurements such as most visited questions, successful searches, search queries, response to “Was this information helpful?” and device used. Around 100 users’ interaction from start to finish was analyzed with Hotjar, looking at user flows and interactions.
- Guerilla user testing
Quick user tests were done on the streets of Stockholm, with 5 participants. The given tasks were based on previous research activities, and consisted of a combination of the most common tasks and tasks hypothesized to be pain points.
- User testing
The given tasks were iterated on based on the results from the guerilla testing. The test was done with 5 participants, who were given tasks and asked to think aloud when performing them.
- Written report
- Presentation to stakeholders
- Releasing and A/B testing
We released the suggested improvements bit by bit and did A/B tests to measure their impact.