Posts Tagged ‘payment’

How LoveFilm’s UX confused me with the simplest of tasks

Posted on: May 16th, 2013 by Fransgaard 1 Comment

I have been a LoveFilm customer for a long time. It has changed names and merged so many times I can’t even remember what it was called to begin with… and I intend to stay a customer, but today that proved surprisingly hard.

It all started with the Debit Card I am paying with running out soon…

The PostIt alert

The first notification I got from LoveFilm was not an email or a SMS, it was this PostIt note attached to the lastest films I received in my letter box.


I thought this was a great idea! A company with digital at it’s core understands their customers behaviour so well, they realised the best place to deploy such an alert would be in the letter with the DVDs rather than an email.

But then came the online experience

As i want to keep being a LoveFilm customer, I went online to update my card details. As the card number remains the same the only thing I had to change was the expiry date… how hard can it be?

STEP 1: My subscription page

As directed by the PostIt note I went to “My Account” page and into the “Subscription page”. Simple, clean interface. No confusion there.

interesting the buttons look like the Amazon buttons, but that’s what to be expected since Amazon now owns LoveFilm. So far so good. Let’s click the “Change” button next to “Payment Method”…

Step 1
STEP 2: Changing my card details

And I arrive at another clean and simple page. Yes, my debit card is indeed close to running out… but how to I edit it???

After going back and forward a few times I am sure I am at the right page, but there’s no “Edit” button.

So I decide maybe I need to enter my card details again as a new payment method, which I do…

Step 2

STEP 3: The error page

Oh… there is a problem adding the same card details again.. make sense, but what should I do then? I have no idea! 

I then went through this process a fair few times to be absolutely sure I didn’t miss anything. In the end I gave up and decided to contact the LoveFilm help desk.

Step 3

STEP 4: The help desk

As my problem is fairly simple I wrote a one-liner explaining my problem:

The card I am currently paying with is running out. I am unable to change its expiry date and I am unable to enter the same card with new expiry date as it is already listed.

I got a reply very quickly, but it was completely useless to me:

We can confirm to you that for security reasons we request all our members to update their card details themselves on line. To update your card details we request you to visit our website using your email address and password. Then, click on the ‘My Account’ link which you will find on the top right of the screen.

Yes, I know… the PostIt told me, but it doesn’t work!

Fortunately there was a feedback option so I replied stating the answer had been unhelpful.

Again I got a very fast reply from the help desk. This time with the correct answer… but the answer blew me away like a major twist in a movie:

I can see from the records of your account that your LOVEFiLM account is linked to your Amazon account. I would like to inform you that you need to update the correct/new card details on your Amazon account which in turn will update on your LOVEFiLM account.

Hey, that is excellent… except that throughout my whole journey through this one piece of vital information was never presented to me. Everything was pointing to the “My Account” page on LoveFilm’s own website.

The devil is in the detail and the right details must be in place. Otherwise a very simple UX task becomes an impassable brick wall.

Love the new website-inspired Burberry shop, but not the payment process

Posted on: September 16th, 2012 by Fransgaard 5 Comments

The new Burberry flagship store on Regent Street in London is designed to adapt a digital-first approach with an aim to mirror Burberry’s website. I found this very intriguing so went down to check it out.

And the store is amazing! Every detail is thought through and on brand. Furthermore the store does carry the interactive, fully immersed experience through from the website. I loved the massive video art piece of clapping and snapping turning into thunder and rain. Brilliantly English (sorry, haven’t found it on YouTube yet).

Burberry Regent Street

But I am expecting the best from the best

And had it been another brand I would not be writing this article as the sheer aspiration is admirable… but this IS Burberry who is one of the leaders, if not THE leader, for digital and interactive in the world of fashion.

While the shop, the videos, the music and the staff was all excellent, my shopping and payment experience was not as good as it could have been. The theory being that there are no tills instead there are a large number of helpful staffs who can process your requests and purchases via their ipads.

I started by asking a store staff for the price of an item I wanted but didn’t have a price tag on it. Nervously accessing the website to find the price, the assistant was struggling to find the item, but eventually found it with a bit of help from what seemed like a more experienced staff member. New store, new system, new staff… “not a big problem”, I thought.

Manually entering barcode numbers

I also asked whether they had a different size of an item I wanted as well, but this turned out to be rather problematic question to answer as both my assigned staff assistant and his hovering, more experienced, colleague couldn’t find the item, which let to a somewhat awkward process where one person read out the barcode number while the other typed it into her ipad.

This was the first time I felt the experience didn’t quite live up to the vision of a website-inspired interactive store:

Why wasn’t there an app on the staff’s ipad to scan the barcode? Job done! In fact, why not make this available to customers so they can scan barcodes themselves?

In the end the staff went down in the store room to find out. A fair amount of time later it turned out they didn’t have the item in stock. Shame.

Why do I have to create a profile to pay?

But I still wanted my first item so next: Payment, right?… ehmm… no.

Before my payment could be processed I had to fill out a Burberry profile with name, adresse, phone and email. I never got an explanation why, but as I had been in this payment process long enough, and was keen to see the rest of the store, I just filled it in.

Could I pay now? No, my friendly staff assistant had to go away again to find a handheld swipe machine for my card payment, which left me wondering:

Since I had to fill out a form like I am on a website, why couldn’t I have filled in my card details as well so the payment would have been done by now?

My assigned staff member came back with the card machine and my payment was processed.

We said “goodbye” and I left to explore the rest of the store, which I can highly recommend you do if you are in the neighbourhood, what an amazing place with a really visionary idea behind it… just be prepared for a modern payment process that takes quite a bit long than the good old till.