Introducing Greg, your dedicated tech butler
for a refurbished platform reversing our tech impact
Client
Back Market
TIMELINE
2 Days
Tools
Claude, ChatGPT, Google Trends
Role
Product Designer
The Brief
Back Market 's challenge is a new after sales care and seller experience focused on three jobs to be done: (1) promoting the longevity of device usage, (2) providing proactive support at any product stage, and (3) delivering an enjoyable and useful care experience for every Back Maker.
This project was a 1-2 day design challenge, from desk research and social listening to user journey mapping, concept ideation, and AI-assisted rapid prototyping.
The After Sales Gap
Data confirmed that while 88% of consumers bought refurbished again, only 56% felt confident due to a clear returns policy, revealing a trust gap in after sales care that Back Market had yet to close.
Design Process
Due to time constraints, research was secondary, drawing from social listening, demand analysis, and desk research. An empathy map and customer journey map were then built to synthesise findings into a clear user perspective. Both tools surfaced the same insight: users were willing to buy refurbished, but lost confidence the moment something went wrong. The support gap, not the product, was eroding trust.
Missing after care standards
[Phone Support] No direct phone support line for customers
[Community Forum] No peer forum or shared support space
[AI Character] No named AI care assistant on the platform
[Warranty Portal] Warranty owned by sellers, not Back Market
Design Decisions
Four decisions defined what a proactive care experience looks like for saboteurs:
[Greg the Tech Butler] A named AI character with a role and personality: Chief of Repair, reporting to Kevin. Making Greg human-like was central to building the emotional trust that a standard chatbot cannot.
[Device Monitoring] Greg does not wait for users to report a problem. API integrations track device health in real time and trigger outreach when battery, storage, or performance drop below normal benchmarks.
[Self-Service Flow] Before a support ticket is raised, Greg offers a video walkthrough and a quick diagnostic so users can resolve simple issues themselves, reducing friction and wait time.
[Omnichannel Updates] Once a claim is submitted, users choose how they receive updates: email or SMS. Greg provides real-time tracking and proactive apologies when timelines shift.