Humanizing Digital Customer Recovery

When digital systems fail, the real test isn't in the technical recovery—it's in how we say "I'm sorry" and mean it. Thoughtful design can transform failed check-in crisis into an opportunity to build trust.

Client

Kiwi.com

Timeline

4 Weeks

Services

Product Design - messaging

Turning Failures into Trust: Redesigning the Customer Recovery Experience

Challenge

Our online check-in system occasionally failed, forcing customers to pay extra fees at the airport. Our initial response was a €10 voucher valid for 3 months with a standard apology email. However, customer feedback revealed this wasn't just about money—it was about understanding, accountability, and trust.

Exploration Study - Comprehending the Human Component

We structured our research in three key phases:

  1. Initial Customer Feedback Analysis

  • Reviewed existing customer feedback

  • Analyzed support tickets

  • Conducted customer interviews

  • Unmoderated Testing Design

  1. Created a three-part testing sequence:

  • Warm-up: Basic email comprehension

  • Context: Failed check-in notification

  • Test: New apology communication with revised compensation

  1. Iterative Testing

  • Tested variations in compensation amounts (€10 vs €20)

  • Evaluated different validity periods (3 vs 6 months)

  • Assessed communication clarity

My Role

I was a product designer in a product trio with a Product Manager and a Technical Owner. Leading apology communication redesign and usability testing. Collaborated with a research team that provided customer insights. Focused on balancing user needs with business goals

Building solutions

Research Insights & Opportunities

My Learnings

1. Communication Gaps

  • Users often misunderstood who was responsible for the check-in process

  • Some interpreted our apology as a waiver of their refund rights

  • Technical language created barriers to understanding

2. Compensation Concerns

  • €10 voucher was perceived as a token gesture

  • 3-month validity period caused redemption anxiety

  • Customers valued acknowledgment of their inconvenience more than just monetary compensation

As a junior designer, I initially thought the design was about creating delightful experiences. This project taught me that sometimes the most meaningful work happens when things go wrong. Writing a genuine apology turned out to be more challenging than designing a sleek interface – it taught me that behind every frustrated user is a real person who just wants to feel heard and valued.

Challenges on the Way

Methods

I was a product designer in a product trio with a Product Manager and a Technical Owner. Leading apology communication redesign and usability testing. Collaborated with a research team that provided customer insights. Focused on balancing user needs with business goals

Summary

1. What Worked Well

  • €20 compensation was perceived as more appropriate

  • Clearer communication improved understanding

  • A better grasp of rights and responsibilities

2. Areas for Improvement

  • 6-month validity still felt tight for some users

  • Edge cases in check-in responsibility needed clarification

Expected Impact

1. Improved Understanding

  • Reduced confusion about check-in responsibility

  • A clearer grasp of customer rights

  • More positive perception of company response

2. Enhanced Customer Satisfaction

  • Higher satisfaction with the compensation amount

  • Improved sentiment in follow-up feedback

  • Better alignment with customer expectations

Outcome


1. Empathy is Critical

  • Understanding real user frustrations requires deep listening

  • Balancing business constraints with user needs is an ongoing process

  • Focus on emotional needs alongside functional solutions

2. Clarity Trumps Brevity

  • Sometimes longer, clearer communication is better than short, ambiguous messages

  • Technical processes need a human explanation

  • Rights and responsibilities must be explicitly stated

3. Testing Reveals Hidden Contexts

  • Users' travel patterns affected their perception of validity periods

  • Previous experiences colored their interpretation of our message

  • Different user segments had varying compensation expectations

My Learnings

Research Insights & Opportunities

As a junior designer, I initially thought the design was about creating delightful experiences. This project taught me that sometimes the most meaningful work happens when things go wrong. Writing a genuine apology turned out to be more challenging than designing a sleek interface – it taught me that behind every frustrated user is a real person who just wants to feel heard and valued.

1. Communication Gaps

  • Users often misunderstood who was responsible for the check-in process

  • Some interpreted our apology as a waiver of their refund rights

  • Technical language created barriers to understanding

2. Compensation Concerns

  • €10 voucher was perceived as a token gesture

  • 3-month validity period caused redemption anxiety

  • Customers valued acknowledgment of their inconvenience more than just monetary compensation

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