Casestudy

Casestudy

B2C

B2C

Post-Purchase Support & Appliance Management

Post-Purchase Support & Appliance Management

Mobile

Mobile

Elevating the brand experience beyond the point of sale

I noticed several gaps while evaluating the current post-purchase experience of IFB, a white good manufacturer in India I reimagined how customers interact with the brand after purchase, designing an experience that gives them clarity, control, and confidence through intuitive support and management tools. This help users to maintain their appliances with ease but also strengthens brand trust, improves customer satisfaction, and brand to reduces operational and retention costs.

Project Description

Type of work

Self Project

TImeline

12 weeks (Jan'25 - Mar'25)

My role

Product Designer

Contribution

Research
Design System
UX
Visual Design
Interaction Design
Prototypes

Possible Business Impact

Increased Customer Satisfaction and Loyalty
Operational Cost Savings
Enhanced Brand Reputation

Preview

Preview

Background

For a brand to thrive in today's market, it must provide more than just a quality product. Extending its commitment beyond the transaction, ensuring seamless and efficient after-purchase services can lead to:

Build long-term trust and loyalty

by showing customers they’re valued beyond the sale.

Differentiate from competitors

in crowded markets where product parity is common.

Turn users into advocates

through consistently positive post-purchase experiences.

Drive repeat business

by removing friction from support, returns, or maintenance workflows

My Role

Solving my side notes

This is an approach to solve the problems I identified while working at IFB and by using their products as a customer

I worked on this project alone while simultaneously managing other projects at IFB.



I utilized these other projects as a testing ground and for data collection to strengthen this project. Additionally, I conducted interviews with numerous existing customers and the customer service center at the Head Office to gain deeper insights into pain points.

Design Approach

Understanding the Problems

Connected dots from the sidenotes

I started out jotting down the problems as sidenotes during the customer and sales team interviews and came back probing further into it later on.

I connected the dots with a customer journey map to whittle down the pain points for both the brand and the customer.

I started out jotting down the problems as sidenotes during the customer and sales team interviews and came back probing further into it later on.

I connected the dots with a customer journey map to whittle down the pain points for both the brand and the customer.

Draggable

Draggable

Draggable

Draggable

Mapping customer pain points to brand painpoints

Customer

Customer

The inability to utilise the product
The customer forgets/wants to use a certain feature of the product.

(explained earlier by Sales team/live demo)

The inability to utilise the product
The customer forgets/wants to use a certain feature of the product.

(explained earlier by Sales team/live demo)

Brand

Brand

Onsite demo is ineffective
Support staff believes the onsite demo in ineffective as most customers are new to the product and would need some time to comprehend.

Onsite demo is ineffective
Support staff believes the onsite demo in ineffective as most customers are new to the product and would need some time to comprehend.

Customer

Customer

Forgets to register warranty
The customers are bound to connect on a toll free number and register their product for warranty activation.

68% of the users forgets after purchase.

Forgets to register warranty
The customers are bound to connect on a toll free number and register their product for warranty activation.

68% of the users forgets after purchase.

Brand

Brand

Unregistered warranty claim request
This makes it more difficult and longer for the brand to process.

Unregistered warranty claim request
This makes it more difficult and longer for the brand to process.

Customer

Customer

Broken Customer Support
Customers often find difficulty in connecting with the customer support due long queues or system inefficiencies

Broken Customer Support
Customers often find difficulty in connecting with the customer support due long queues or system inefficiencies

Brand

Brand

Cost on Customer Support
Long and frequent calls to customers leads to high cost in maintain customer service

Cost on Customer Support
Long and frequent calls to customers leads to high cost in maintain customer service

Customer

Customer

Executives unstructured approach
Customer support executives usually contacts at their discretion. This may result:
a. Unavailable at the location
b. Navigating them to the location over phone

Executives unstructured approach
Customer support executives usually contacts at their discretion. This may result:
a. Unavailable at the location
b. Navigating them to the location over phone

Brand

Brand

Exchange of unclear instructions
Support staff faces issues with disparity in the timings, unclear location details and product problem etc.

Exchange of unclear instructions
Support staff faces issues with disparity in the timings, unclear location details and product problem etc.

Customer

Customer

Executives unstructured approach
Customer support executives usually contacts at their discretion. This may result:
a. Unavailable at the location
b. Navigating them to the location over phone

Executives unstructured approach
Customer support executives usually contacts at their discretion. This may result:
a. Unavailable at the location
b. Navigating them to the location over phone

Brand

Brand

Exchange of unclear instructions
Support staff faces issues with disparity in the timings, unclear location details and product problem etc.

Exchange of unclear instructions
Support staff faces issues with disparity in the timings, unclear location details and product problem etc.

Customer

Customer

Lack of visibility
Lack of visibility on the raised tickets often leaves the users frustrated and helpless

Lack of visibility
Lack of visibility on the raised tickets often leaves the users frustrated and helpless

Customer

Customer

Loosing Warranty cards or User Manual
Loosing or misplacing the necessary physical papers leaves the users helpless.

Loosing Warranty cards or User Manual
Loosing or misplacing the necessary physical papers leaves the users helpless.

Design Approach

Understanding the Users

Who are the users and what are they doing currently?

Working closely with the C-suite I was well aware of their target audience, the upper-middle class, with a focus on the younger demographic.

This helped me to come up with a sample group and form build a stories around them.

Working closely with the C-suite I was well aware of their target audience, the upper-middle class, with a focus on the younger demographic.

This helped me to come up with a sample group and form build a stories around them.

Mr and Mrs. Marwah

Tech professionals
Lives in their 2BHK
Mumbai

Saurav Sharma

Chartered Accountant
Live in his 1BHK alone
Bangalore

Mrs. Khurana

Home maker
Lives in their mansion
Landour

What could go wrong for them?

As newly married young professionals, after a long tiring day they don't want to do the mundane house hold chores. They would want to spend quality time together.

As newly married young professionals, after a long tiring day they don't want to do the mundane house hold chores. They would want to spend quality time together.

As newly married young professionals, after a long tiring day they don't want to do the mundane house hold chores. They would want to spend quality time together.

As newly married young professionals, after a long tiring day they don't want to do the mundane house hold chores. They would want to spend quality time together.

As newly married young professionals, after a long tiring day they don't want to do the mundane house hold chores. They would want to spend quality time together.

As newly married young professionals, after a long tiring day they don't want to do the mundane house hold chores. They would want to spend quality time together.

What would they doing then?

  • Dependent on the ever changing maids

  • Do it themselves after office.

  • Dependent on the ever changing maids

  • Do it themselves after office.

  • Finds quick fixes online

  • Approaches a local repair shop

  • Finds quick fixes online

  • Approaches a local repair shop

  • Try to do it herself

  • Refer to wrong tutorials

  • Try to do it herself

  • Refer to wrong tutorials

What would that lead to?

  • Added frustration

  • No quality time together

  • Machine gets worse

  • Lose warranty coverage

  • Spoil the preparation

  • Machine gets ruined

  • Spoil the preparation

  • Machine gets ruined

Designing

An effective onboarding of newly bought products

An easy to use simple onboarding encourage the customers to add their products promptly and also enable them in:

An easy to use simple onboarding encourage the customers to add their products promptly and also enable them in:

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Timely warranty registration

This automates the warranty registrations for users helping them not to loose out on the warranty

Marwahs, Suarav and Mrs. Khurana saves effort registering their warranty manually by connecting on a toll free number.

Brand to keeps track of the sold products

Designing

A dedicated machine detail page

The Product Detail Page provides users with all essential information regarding their products.

The Product Detail Page provides users with all essential information regarding their products.

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Easier Identification and reference

Product Image, Model number, Serial Numberhelps the user for easier identification and references

Marwahs, Suarav and Mrs. Khurana will have all their product info handy for references and for suggesting to friends and family

Getting rid of physical Warranty Cards

Users can easily manage their warranty information of all their appliances at one place without taking care of them

Marwahs, Suarav and Mrs. Khurana no longer needs to shelf their Warranty cards and manuals. It is convenient for them to track, manage or extend their warranty

Brand saves cost and adopts a sustainable alternative

Product specific Demos/Tutorials makes User manual redundant

Providing a comprehensive lists of demos and tutorials of a specific product helps the users to utilise the product to the full potential.

Mrs. Khurana can now easily cook her Roast Chicken in her oven and brag about it with her friends

Saves costs on the unnecessary onsite demos and tutorials

Designing

Customer Support

A dedicated customer support system helps the users to surpass the long call queues and get help right when they need it

A dedicated customer support system helps the users to surpass the long call queues and get help right when they need it

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Support queries categorisation

Based on the complexity of problems reported, these can be categorized into:

Alpha

Major issue. Only Support Executive can solve. might require replacement of certain components

Beta

Complex Issue. Support Executive recommended. Customer could also solve with proper guidance

Gamma

Minor Issue. Even a customer might solve with proper guidance

Quick fixes
—solving Gammas

All the complaints might not need a customer support. Some of them would be generic and frequent queries. These can be covered under Quick Fixes

Saurav and Marwahs would quickly refer these and get solve it themselves

Choose between Visit and Call
— Solving Delta and Alpha

Users can easily choose type of Customer Support they require. They can get on a call and follow the instructions or demand a visit and get it checked.

Mrs. Khurana chooses Visit as she is not comfortable checking her product by herself

Saurav and Marwahs gets on a call and tries to fix it as soon as possible.
Solving Delta

Incase it doesn't work, the on-call executive will schedule the visit as per their convenience.

Solving Alpha

Saves costs on the unnecessary site visits for Gamma and Delta categories

Provision to schedule

Scheduling the Customer Support will reduce the chances customers being unavailable the location.
Users can schedule the Customer Support(Call/Visit) at their convenience with the available slots provided.

Saurav and Marwahs can schedule their Customer support after their office hours or during the break if slots available

Mrs. Khurana can choose a specific date after her vacation is over if she is travelling soon.

Scheduling and Slot mechanism brings structure to the Customer Service department operations and enables to cut down resources dedicated reducing the cost.

Visibility of exact location

Considering the user behavior shift with all the delivery apps knocking the their door without any hassle, I considered integrating the same.

Providing them the exact address/location would help both the users and Support Executives degrading the efforts of navigation over the phone call.

Users can also manage multiple addresses helps users having multiple appliances at different locations.

Saurav has a problem with his washing machine which he bought for his Dad who lives in Ranchi.

He can now schedule a Visit to his Dad’s address sitting in Bangalore

Timely Notification

Timely notification regarding the Customer Support will keep the users informed.

Provision to reschedule Customer Support to accommodate last time rains check for user convenience.

Saurav who is not at the location gets the updates of ticket he raised for his Dad

Mrs. Khurana, who went on vacation and scheduled for later date, gets reminded about the Support Executive Visit.

Marwahs, who is extending their day at office, gets reminded about the Support Executive Visit they scheduled after office hours. They decide to reschedule it for another day.

Opportunities

Clubbing remote operation app

There exists an app that is dedicated to operate the Wi Fi enabled products that the brand offers.

Clubbing the Remote Operation App into your Post-Purchase Experience case study offers a strategic opportunity to create a more holistic and seamless journey for users.

There exists an app that is dedicated to operate the Wi Fi enabled products that the brand offers.

Clubbing the Remote Operation App into your Post-Purchase Experience case study offers a strategic opportunity to create a more holistic and seamless journey for users.

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Opportunities

Educating features to users with insights

Insights on how certain features help the users in their day to lives lead them to feel good about the purchase from the brand.

It also helps the brand to retain the existing customers and buy more products.



Example:

Aqua Energie is a feature that helps breakdown the chemicals and convert hard water to soft water that helps in better washing. This would in turn use lesser water consumption and power usage. 

These factors being critical for users like Marwahs and Saurav, who live in metro cities.

Insights on how certain features help the users in their day to lives lead them to feel good about the purchase from the brand.

It also helps the brand to retain the existing customers and buy more products.



Example:

Aqua Energie is a feature that helps breakdown the chemicals and convert hard water to soft water that helps in better washing. This would in turn use lesser water consumption and power usage. 

These factors being critical for users like Marwahs and Saurav, who live in metro cities.

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Opportunities

Sensible Cross selling

Placing the products at sensible points helps the user to make right purchase decisions.

Example:

Essentials are the product range the brand that provides caring solutions for the products.

Placing the products at sensible points helps the user to make right purchase decisions.

Example:

Essentials are the product range the brand that provides caring solutions for the products.

Product Architecture

Mapping everything got me a zoomed out view everything and and the possible interlinking helping to shape a well rounded product.

Visual Design Considerations

I had made certain visual design decisions that would help the possible users to comprehend the product comfortably and create delightful moments throughout the product.

Branding & Visual Moodboard

I named the product IFB+, creating an exclusivity to the existing customers.

I named the product IFB+, creating an exclusivity to the existing customers.

Personalisation

Upon the onboarding the machine, it’s the users product. They can name as they want.

Upon the onboarding the machine, it’s the users product. They can name as they want.

I created custom illustrations with limited details to reduce the mechanical details and cognitive load of actual machine imagery.

I created custom illustrations with limited details to reduce the mechanical details and cognitive load of actual machine imagery.

Illustrations

Product Illustrations

Maintaining the overall structure the same, I designed all the appliance a bit softer with rounded edges and a slight glow to maintain its premium touch and make it personal.

Maintaining the overall structure the same, I designed all the appliance a bit softer with rounded edges and a slight glow to maintain its premium touch and make it personal.

Other Illustrations

Keeping the same visual language, I created more illustrations based on different contexts helping in easier cognition; also maintaining consistency

Keeping the same visual language, I created more illustrations based on different contexts helping in easier cognition; also maintaining consistency

Bringing offline elements for easy recall

I also brought in the offline elements and tweaked to match the style for easier recall.



This shield with stars has been IFB’s Warranty Illustration they use on all the collaterals including their on-product stickers.

I also brought in the offline elements and tweaked to match the style for easier recall.



This shield with stars has been IFB’s Warranty Illustration they use on all the collaterals including their on-product stickers.

Product Imageries

I limited the usage of actual imageries to Machine Detail Page and Customer Support flow, where the users might need it to easily recognize and avoid second guesses.

I limited the usage of actual imageries to Machine Detail Page and Customer Support flow, where the users might need it to easily recognize and avoid second guesses.

Key Interactions & Animations

To address the challenges of supporting diverse user groups and tight timelines, we followed a focused and strategic design approach

Animation

Machine Detected — Onboarding

Animation

Machine Added — Onboarding

Animation

Key Insights — Home Page

Interaction

Key Insights drawer — Home Page

Interaction

Key Insights drawer — Home Page

Possible Impacts & Outcome

The expected impact of the design decisions could reflect positively on business

Increased Customer Satisfaction and Loyalty

By addressing post-purchase pain points, customers are more likely to feel supported and valued, leading to increased satisfaction and repeat business.

By addressing post-purchase pain points, customers are more likely to feel supported and valued, leading to increased satisfaction and repeat business.

Operational Cost Savings

Reducing the time and resources spent on handling unregistered warranty claims and support inquiries can lead to significant cost savings for the company.

Reducing the time and resources spent on handling unregistered warranty claims and support inquiries can lead to significant cost savings for the company.

Enhanced Brand Reputation

A seamless post-purchase experience can turn customers into brand advocates, leading to positive word-of-mouth and a stronger market position.

A seamless post-purchase experience can turn customers into brand advocates, leading to positive word-of-mouth and a stronger market position.

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That's the end of this project

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