The question
Where does a digital journey create a support problem?
Takhfifan’s marketplace connected shopping, local services, discounts, and cashback experiences. My work covered consumer journeys, merchant needs, and automated customer support. I progressed from UX Researcher to UX & Market Insight Lead.
My approach
How I worked through it.
Connect discovery and conversion
I led qualitative and quantitative research across mobile search, browsing, promo-code application, and checkout journeys. Usability work and funnel analysis helped locate friction and guide product priorities.
Evaluate support in the context of the task
Research on automated support considered concrete questions such as order tracking, voucher redemption, and refund status. Generative and evaluative work informed chatbot workflow improvements.
Build a shared research practice
I mentored and occasionally managed nine researchers, designers, and analysts and helped standardize research documentation and communication so findings could be used across the team.
Evidence to decisions
What mattered. What it changed.
Support was part of the product journey
Customer questions reflected uncertainty left unresolved by the marketplace experience.
Design directionConnect support research to the broader journey and product roadmap.
Automation needed to answer the actual question
A support flow’s value depended on whether it helped a user resolve their task.
Design directionEvaluate task resolution and escalation behavior alongside usability feedback.
Research consistency supported a growing team
Multiple researchers and analysts needed findings that were easier to compare and communicate.
Design directionUse shared study materials, repositories, and stakeholder readouts.
Contribution and outcome
Research-informed support and marketplace improvements.
Research informed support workflows and marketplace roadmap decisions. The role also included mentoring and occasionally managing nine researchers, designers, and analysts.
How to read the outcome
The contribution described here is research-informed product and support guidance. This summary does not establish a measured reduction in support escalations.
Reflection
A better support experience often starts upstream. Treating support requests as journey evidence helps teams identify the product questions they have not yet answered.Let’s talk through the work