Hi Performance Keys

Did you know your house keys might be damaging your lock? Hi Performance keys are keys that have smooth curves instead of jagged traditional edges. The provide a smoother and more fluid experience as it reduces the likelihood of your key getting jammed in your lock.

Project Overview

KeyMe has a great housekey copy upgrade product that makes the key have smooth edges instead of jagged edges. Unfortunately, the lack of proper description resulted in customer complaints and refunds because they believed the key was cut wrongly. I was the lead designer coordinating with the CEO and CPO by also being a videographer and photographer. I also collaborated closely with developers.

Role

My role was the lead UX Designer that spoke with other departments in order to gather information about the history of the product and why it failed. I worked agile with developers in order to work quickly with incremental changes to see what changes would give the best results. I collaborated with project managers, another designer, developers, and data scientists.

Timeline

2 Months

Tools

Sketch

Zeplin

Team

Aly Valli – Chief Product Officer

Mary Doyle – Freelance Designer

Shirley Wang – Front End Developer

James Krayer – Sr. Front End Developer

Problem

When customers received a key with smooth edges, they immediately assume the key was cut wrongly. Their instant reaction is to call customer service and ask for a refund regardless if the key worked or not. This tells us that customers did not pay attention to the informational screen or even try their new key.

Unclear as to why the key has smooth edges
Caring about customer satisfaction, KeyMe refunded orders without hesitation. This resulted in a 100% refund rate for Hi Performance Keys.

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The task was to reintroduce a past feature and provide clear additional information about the product that they purchased in order to reduce refund rates and increase customer satisfaction.

QUICK WIN

After the implementation of changes, the rate of refunds were down to 5%. This is essentially a 100% satisfaction rate for successfully working Hi Performance keys. The % of keys that are cut in error is 5%, and so to have the resulting refund rate equating the cutting error rate was eye opening.

DISCOVER

Main Points from Discovery

Customers usually are fine with an upsell of a $1-$2 upgrade, even if they don’t know what it is
Customers were so shocked at how different their new key looked
KeyMe is highly concerned about customer experience and so refunds were immediately given when a customer called about their new key looking different, regardless if the new key worked or not

Understanding the customers and the product

What exactly is Hi-Performance? It is an upgrade you can purchase on some house keys that will smoothen out the teeth of the key and still work in your lock.

Cross Department Collaboration

I’ve met and discussed with employees in Operations, Control Systems, and Customer Experience teams that were knowledgeable about Hi-Performance to learn about what happened in the past

Refund rates were 100% and KeyMe received constant calls from customers asking for refunds regardless if the key worked or not.

EXPLORATION

Sketches

Resolved Wireframes

Photo & Video Shoot

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DESIGN

A/B Test

We tested showing both screens (video + cutting screen) against just the cutting screen. The video ended up winning because it resulted in less refunds. Just a cutting screen was not enough to inform customers of their new key.

Final Design

BEFORE

AFTER

Outcome

Decrease Refund Rate by 95%

Reintroduced a discontinued upgrade for house keys by redesigning the experience into a disruptive but effective one.

Disruptive, attention grabbing experience through video explanation of new product from CEO, Greg Marsh
Detailed description of upgrade in lieu of standard cutting screen.

Lessons Learned

Customers are comfortable upgrading for $1.99 even though they don’t really know what it is. By providing a disruptive experience, customers are able to absorb information after purchasing.