Background
While at Oriental Trading Company, I led the design and development of an online self-service returns platform. This comprehensive project encompassed user experience design, webpage development, copywriting, front-end coding, analytics and tracking, email and marketing page creation, and process definition. The primary objective was to enable customers to return their orders online, thereby reducing the burden on the call center.
Approach
Research and Planning
I initiated the project by conducting extensive research on existing online return platforms. The aim was to identify best practices and design a user-friendly flow and process for our platform. Using Figma, I developed wireframes to visualize the structure and user journey.
Scenario Planning
I identified and planned for various scenarios a customer might encounter during the return process. For example:
- Customer ships order on their own
- The customer ships with FedEx
- The customer receives a refund and keeps the items, depending on whether the business was at fault
Execution
The return process is initiated on the website through existing return-related pages or order history pages. The steps are as follows:
- Captcha Page: To manage fraud and cyberattacks.
- Item Selection: Users select the items they wish to return.
- Reason for Return: Users provide reasons for returning, which programmatically determines their refund path.
- Success Page: Users are directed to a success page with the next steps and receive a confirmation email.
- Error Handling: If issues arise, users are redirected to a 'Please Call' page for further assistance.
Choose Items Page
Return Reason Page
Return Resolution Page
Return Error Page
Emails
Upon successful return initiation, customers receive an email detailing return instructions and the next steps. The content of the email varies based on the resolution path determined by their return reason.
Analytics
I set up a Quantum Metrics dashboard to ensure a seamless user experience and to track key metrics including:
- Customer Information: Type of user, platform, browser, operating system
- Return Data: Number of successful and unsuccessful returns, return reasons, return categories, customer messages
- User Pathways: How customers access the returns process (website, email, other)
- Resolution Outcomes: Exchange vs. refund rate, versions of resolution, and call pages received
- Performance Metrics: Conversion rates and fallout reporting
Results and Impact
The online self-service returns platform significantly streamlined the return process, reducing the load on the call center and improving customer satisfaction. Key outcomes included:
- Increased efficiency in handling returns
- Enhanced customer experience with clear and accessible return pathways
- Improved data collection on return reasons and customer feedback
Conclusion and Reflections
This project was a valuable learning experience, highlighting the importance of thorough research and scenario planning in UX design. It also underscored the necessity of robust analytics to continuously improve the user experience. Future projects will benefit from these insights, particularly in the areas of user journey mapping and feedback integration.