As the online eCommerce market is on the rise year on year, the needs of consumers are also changing and they expect to have a simple and transparent return process if they continue to shop online. It was found through market research that 92% of consumers had a repurchase intent if there was an easy way to return products. The Athlete’s foot (TAF), an enterprise footwear company recognised the changing needs of their consumers and created a partnership with Shippit to utilise their shipping technology to create a transparent and automated return process.
The aim of the project was to build a beta returns product that simplified the return experience for customers to return footwear products by minimising the number of touch points with staff members and speed up the refund process.
LEAN UX METHODOLOGY – LOW FI SCREENS
Worked directly with Product Managers and Client Stakeholders to rapidly sketch and refine ideas for customer workflow screens. Low-Fi designs were used for quick prototyping and was easy to make various iterations based off user’s feedback quickly.
To design a completely new returns product to improve the user experience for customers and retailers. Retailers can set their own return reasons and conditions in the application so they can capture customer data that determine approval or rejections of a return request. The business rules play an important role in automating the shipping label generation for customers. This eliminates the need for staff to manually email shipping labels once an order is approved for return since the system will be directly integrated with couriers to retrieve shipping labels. The branded Return’s application enables customers to easily create a return request with 3 simple steps using email and reference number as unique identifiers when retrieving the original order. Retailers has visibility of reach return status and can easily manage the orders using Shippit’s return management platform.
BETA SCREEN DESIGNS
Several rounds of usability tests were conducted with users who shop regularly online and have experienced posting returning products back to retailers.
- 80% users preferred a drop off return method – post box or newsagency
- Users wanted the ability to view return policies before submitting a return request
- Users were unsure what to expect when selecting courier pickup as an option for return
- No visibility of when the couriers are expected to arrive to pick up the package
- Majority of users prefer to use mobile to create a return request
ADMIN SETTING DESIGNS
USER INTERFACE DESIGNS
Taking the learnings and feedback from the pilot launch with TAF and PUMA, the returns product went through a redesign to enable customisable components that enabled branding customisation to certain elements in the application. The updated design also provided a much richer mobile experience for customers with carefully thought out micro interaction designs.
The customer return screens were animated with Principle to show the workflow and the interactive designs in a mobile experience. The following process shows how a user can login to request a return online, download the return label, and select drop off or pick up as a return method.