M KUZNETSOV

THE DIGITAL EXPERIENCE

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Enjoy Experience Redesign

Jan 8

As part of my KPCB Design Fellowship application, I redesigned part of the Enjoy app.

The Enjoy Experience


Welcome to Enjoy - Enjoy is a new kind of delivery experience. Buy a tech product, then have it delivered the same day and set up by a friendly Expert.
Understanding Enjoy - To learn more about Enjoy, I spoke with Clark, an Enjoy Expert. I explored Enjoy’s online presence. I walked through the Enjoy process, trying to understand what happens as a customer and as an Expert.


Clark’s stories - The Christmas Spoiler: Clark calls the number on the ATT account and unknowingly spoils a surprise by telling the customer’s mother about the delivery. The Worst Review: One setup down, and one to go. The customers assured Clark they could do the second setup on their own. Unfortunately, the customer deletes all of their notes during the update.
The Chill Family: This family didn’t have anything to do, so they hung out with Clark and chatted for a while. They entertained him until they had to leave to go to dinner. Growing Pains: If online orders didn’t go through, Clark would have to ask for people to swipe their card again during the visit. People thought they were being charged twice.


Clark emphasized that his most enjoyable interactions were with people who wanted to chat and have some fun as everything got set up. Frustrating experiences occurred when people were stuck or had little background knowledge and found it difficult to communicate their questions.
Checking out Enjoy - I explored Enjoy website and instructional videos to understand their goals, process, and brand. Enjoy Experts are like your tech best friends. They’re fun, friendly, and knowledgeable.


From the founder - Enjoy is the first 'smart last mile,'' offering an entirely new way for customers to buy and experience products. Experts go beyond service with a smile and help customers explore their new products.
Getting ready for an experience - What information do people have available to them as they make their purchase?


From the website - What can I expect for my delivery? - Expect an unparalled delivery experience. First, your Enjoy Expert wil let you know when they're on the way. After arriving on time and saying hi, you'll unbox your product together; walk through its features; and get it personalized, just for you.
Let’s buy a Sonos - I walked through the Sonos purchase process to understand customer and company viewpoints.


When do people first learn about Enjoy?
After checkout


Clicking “What can I expect” opens a modal with a lot of insurance information that closes with an explanation of the Expert process without naming Enjoy.
A screenshot of the checkout with the modal toggled.


When do you actually get to meet your expert?
Meeting the Expert - An Expert first reaches out after an order has been placed to schedule a time. After confirming a time, the Expert arrives at the location and get ready for the delivery. This is the first in-person interaction, after which the delivery is complete or the Expert helps the recipient set up the tech product.


A service diagram of the Enjoy process showing that the first time the customer hears about Enjoy is at confirming a time, and their first meeting is at delivery.
Common concerns - It’s stressful to host someone at your house. You don’t want to look stupid if you have questions. You don’t really know the person you are talking to. Lack of sustained technical interaction. Needing to add a custom note. Difficult to have a meaningful interaction during delivery-only.


Identifying a problem - It can be embarrassing to have less knowledge than someone. It takes trust to ask silly questions. Having to collect information on the spot leads to longer interactions. Set up should be easy, but it is easily slowed down by issues like not knowing wifi passwords.
How can we build trust between Enjoy Experts and customers for a more fulfilling experience?


Potential solutions - Chat bot Talking more on the phone before Sending an email or text with more information about them Enjoy Experts also bring cookies Follow up texts Adding a custom note/gift option to order Meeting in an Enjoy Outpost/coffee shop Lush type sticker that details who packed it More detailed contact information from ATT Public local technical workshops
Chosen solution - Sending an email after initial contact creates an expectation for the setup and provides information about the Enjoy Expert, easing friction and offering up opportunities to learn more about each other.


A sample email showing the Enjoy expert who will be coming to your house.
Enjoy Email - Email introduction allows for learning more about the Expert, asking questions before set up, preparing for the set up, contacting the Expert afterwards.


Next steps - Exploring other opportunities to maintain relationships with Enjoy Experts. Integrating feedback from Experts, customers, and stakeholders.

Process

  • Interviewed Clark to understand employee perspective
  • Research on checkout process and company
  • Grouped scenarios and visualized workflow
  • Looked at points of failure and picked one to address
  • Generated potential solutions
  • Selection of an idea and prototyping
  • Analyzed, tested, and reflected on solution

Thoughts

With two weeks to conduct research and execute, I found it difficult to find a sample size large enough. Since much of the Enjoy process is contained within the Enjoy employee app, I would love to shadow an Enjoy employee to get a better look behind the scenes and learn from an actual purchase.

I would also love to test this idea and get feedback from Experts. I was able to get Clark’s feedback - reduce the amount of text - but he’s only one person.

I chose to go with an email due to its ease of implementation into the current workflow and low level of effort required from the customer. Based on the diagram I had made, it was one of the solutions that did the most to correct the information imbalance in the process.

Another idea that I considered and ultimately discarded was creating an Enjoy Outpost or office hours where people could go to a local coffee shop to troubleshoot issues. While similar to the WeWork/Samsung collaboration, this one could be mobile and change locations from week-to-week as needed to address demand.