Enhancing After-Sales Experience in Community Grocery Apps: A User-Centered Redesign of the Duoduo Shopping Interface
Keywords:
After-sales service, User-centered design, Interface redesign, Elderly users, Refund experienceAbstract
The rapid expansion of community group-buying platforms has transformed grocery shopping experiences in China. Among them, Duoduo Grocery holds the largest market share but also ranks highest in consumer complaints, particularly regarding its after-sales processes. This study adopts a user-centered design approach to investigate the pain points faced by users—especially elderly individuals—during refund and return interactions within the app. Using mixed methods including field interviews, journey mapping, and interface audits, the study identifies key emotional and operational frictions in the user experience. Insights from persona development and user clustering reveal that confusion in money flow, lack of transparency, and the absence of human support are primary causes of frustration. Based on these findings, a redesigned interface was proposed, featuring a simplified refund process, visual emphasis on financial information, and direct contact options with service agents. The results demonstrate how targeted design improvements can enhance user trust and satisfaction in digital platforms with high complaint volumes.
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