REVAMPING
REVAMPING
RETURNS
RETURNS
Project Overview
Project Overview
Over the course of a year, this returns project aimed to build brand loyalty by making returns seamless and keeping customers coming back. Measuring success through Customer Satisfaction (CSAT) and Likelihood to Shop Again (LTSA) surveys, we identified pain points, and I led the design of solutions.
Over the course of a year, this returns project aimed to build brand loyalty by making returns seamless and keeping customers coming back. Measuring success through Customer Satisfaction (CSAT) and Likelihood to Shop Again (LTSA) surveys, we identified pain points, and I led the design of solutions.
Results That Speak - One Year Later
Results That Speak - One Year Later
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CSAT SCORES
28%
Increase in customer satisfaction scores (58 to 74).
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LTSA SCORES
25%
Increase in likelihood to shop again scores (56 to 70).
↑
RETURN COSTS
12%
Reduction in cost per return. From $33 to $29.
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6 Customer Pain Points Driving Change
6 Customer Pain Points Driving Change
During a six-month span, we partnered with Slalom to uncover the six biggest customer frustrations.
During a six-month span, we partnered with Slalom to uncover the six biggest customer frustrations.
📦
Limited return methods – Only 7% of online purchases could be returned via UPS, and customers wanted more options than just in-store returns.
Limited return methods – Only 7% of online purchases could be returned via UPS, and customers wanted more options than just in-store returns.
🧾
Proof of purchase – Keeping receipts was tough, and emails felt like spam. Customers wanted simpler ways to verify purchases.
Proof of purchase – Keeping receipts was tough, and emails felt like spam. Customers wanted simpler ways to verify purchases.
⏱️
Waiting in line – Customers disliked waiting, especially for simple returns.
Waiting in line – Customers disliked waiting, especially for simple returns.
👷🏻♂️
PRO returns – PRO customers preferred a separate return process from standard service counters.
PRO returns – PRO customers preferred a separate return process from standard service counters.
🚚
Big & Bulky items – Returning large items was hard, often requiring store visits with logistical hurdles or phone calls for pickup.
Big & Bulky items – Returning large items was hard, often requiring store visits with logistical hurdles or phone calls for pickup.
🔎
Unclear return policies – Customers struggled to find and understand policy details.
Unclear return policies – Customers struggled to find and understand policy details.
Benchmarking the Market
Benchmarking the Market
A high level insight from all our research was clear: the market sets expectations. User testing confirmed that customers rely on mental models shaped by industry norms, so I identified some common themes.
A high level insight from all our research was clear: the market sets expectations. User testing confirmed that customers rely on mental models shaped by industry norms, so I identified some common themes.
⚡️ Best Buy displays a barcode for fast order lookups
🗓️ Target clearly calls out the order's return date
📦 Walmart offers multi-return methods, including large item pickup
🖨️ Amazon's QR code limits the need for printers
Introducing Return Dates for Every Item
Introducing Return Dates for Every Item
Customers often called in because return dates were unclear. Adding item-level eligibility and deadlines to the Order Details page reduced confusion and lowered call volume.
Customers often called in because return dates were unclear. Adding item-level eligibility and deadlines to the Order Details page reduced confusion and lowered call volume.
Before
After
🗓️ Item-level return dates help users understand return policy
Before
After
🗓️ Item-level return dates help users understand return policy
Easily viewable return-by dates for each item
Speeding Up Returns with a Simple Barcode
Speeding Up Returns with a Simple Barcode
Customers wanted proof of purchase beyond paper receipts and often missed digital ones. A barcode was added to Order Details, averaging 20K scans per day and making it easier for associates to look up orders and for customers to spot it as proof of purchase.
Customers wanted proof of purchase beyond paper receipts and often missed digital ones. A barcode was added to Order Details, averaging 20K scans per day and making it easier for associates to look up orders and for customers to spot it as proof of purchase.
Customers wanted proof of purchase beyond paper receipts and often missed digital ones. We added a barcode to Order Details for quick lookup—easy to spot for customers and scan for associates. It averaged 20,000 scans a day upon release.
Before
⚡️ Instant return access via barcode & button
After
Before
Before
🗓️ Made the "return by" date prominent to support task completion
After
📦 80%+ of customers use UPS stores that accept the barcode — making it the priority
After
Reducing Printer Dependency
Reducing Printer Dependency
Printing return labels was a major friction point, as many customers no longer have printers. Adding print-free returns to Order Details, inspired by Amazon, made UPS returns easier.
Printing return labels was a major friction point, as many customers no longer have printers. Adding print-free returns to Order Details, inspired by Amazon, made UPS returns easier.
🗓️ Made the "return by" date prominent to support task completion
📦 80%+ of customers use UPS stores that accept the barcode — making it the priority
Before
After
⚡️ Quick access to the UPS barcode
🗓️ Emphasized the "return by" date instead of "initiated" date
⚡️ Quick access to the UPS barcode
🗓️ Emphasized the "return by" date instead of "initiated" date
After
After
Before
Before
Having that return date is super helpful because not everybody puts a return date. And that's very convenient that the Barcode button is there, because without that I probably would have clicked on the actual order. So I like that that's right there."
- Customer Feedback
Leadership worried about adding UPS barcode access to Purchase History due to limited space, but it saved users from digging into Order Details. I worked with the designer on the Purchase History team to streamline it, and around 70% of users preferred it, validating our tests and improving returns.
Leadership worried about adding UPS barcode access to Purchase History due to limited space, but it saved users from digging into Order Details. I worked with the designer on the Purchase History team to streamline it, and around 70% of users preferred it, validating our tests and improving returns.
From Strategy to Success
From Strategy to Success
Improvements to the returns experience clarified policies, sped up in-store returns, reduced UPS friction, and gave customers the info they needed to return with confidence.
Improvements to the returns experience clarified policies, sped up in-store returns, reduced UPS friction, and gave customers the info they needed to return with confidence.
😃
Increased customer satisfaction scores by 28%
Increased customer satisfaction scores by 28%
🛒
Improved liklihood to shop again scores by 25%
Improved liklihood to shop again scores by 25%
💰
Reduced return costs by 12%
Reduced return costs by 12%
🏆
Ranked top 1% in UX Returns Performance by Baymard Institute
Ranked top 1% in UX Returns Performance by Baymard Institute
It was easy to return, and I'm not tech savy so was glad the process was easy…. Very satisfied with Home Depot. Will shop there again for sure."
"It was easy to return, and I'm not tech savy so was glad the process was easy…. Very satisfied with Home Depot. Will shop there again for sure."
- Customer Feedback
- Customer Feedback
Like What You Read?
Like What You Read?
Got questions, want the nitty-gritty, or just think we'd work well together? Let's Chat.
Got questions, want the nitty-gritty, or just think we'd work well together? Let's Chat.
Contact Me