MY ROLE
Senior UX Designer - I was responsible for creating the end to end user flows in collaboration with the product manager, applying the appropriate UI via our design system and handing the designs off to development.
PROBLEM & OPPORTUNITY
Users can't initiate a return in the Macy's app today. If we enable customers to initiate returns from our mobile apps, we will increase utility of our apps and increase satisfaction with the returns experience. Additionally, there is an opportunity to improve this experience further by improving communication and increasing convenience of the overall returns flow.
ABOUT
Returns experience in app occurred in two phases: phase 1 of the experience was built in the current app UI while phase 2 is currently being built in Macy's redesign UI.
KPIS
Adoption - % of overall returns that are initiated in app
Return completion rate
Reduce calls to Customer Service
SOLUTION
Returns Experience in App
I designed a returns experience that is quick, simple and easy to use.
Sticky Refund Button
Provide the user with full transparency of how much money they're getting back throughout the flow
Editable Submission
A useful submission screen where a user can edit their choices before submitting
Improved Communication
Providing customers with clear instructions as to how to return their item and a “when will I get my refund” link.
DISCOVERY
Identifying Painpoints
I, along with my product managers, looked at today’s returns experience on site and identified the painpoints and ways to improve the overall experience (done via customer surveys and internal audits). In doing so, we found that today’s returns experience is fragmented.
Competitive Analysis
The User Flow
The team and I worked on mapping out the end-to-end user flow for the returns experience keeping in mind the
User Goal: easily initiate a return on the app. Once I initiate my return, easily track status of return and refund
IDEATION
Sketches & Initial Low-Fi Wireframes
These sketches and wireframes helped our stakeholders to visualize the experience and assisted in identifying unique requirements and use cases for app.
Identifying Requirements & User Scenarios
My product manager and I worked closely with development to clearly identify all the requirements and use cases that I would need to design for.
Use cases and design flows laid out in Figma
The experience was broken out into two phases:
Returns Initiation Experience which includes:
Item, reason and quantity selection
Refund methods
How to return (UPS or store)
Submission
Confirmation (UPS or store)
2. Post Returns Initiation Experience which includes:
Getting a return label
Tracking a return
Return instructions
DESIGN
Designing in 2 Phases
Before I began this project, I was under the impression I was designing for the current app experience. However mid-way through the project, the app team announced a redesign of the app which included an entirely new UI. Therefore, I designed the returns experience first using the current UI and then using our redesign UI.
FINAL SCREENS
The Final Designs & Prototype
OUTCOME
Tracking Key Results
15% adoption - % of overall returns that are initiated in app
70% return completion rate in app - % of customers who start the flow in app and get to return completion.