Legion Cycleworks

Design an online returns process

Date: January 2023
Role: UX Designer, Researcher, Visual Designer

The Goal

Design an intuitive online returns process that improves overall customer experience and fosters store loyalty.

The Result

A logical online returns process for a positive retail experience.

Project Overview

Create a customer experience for online returns for a bike shop interested in improving their online presence. This project was completed as part of a Google UX certificate to design a website using Adobe XD.

Research Summary

To better understand our users, an unmoderated survey, select interviews, and a competitive audit were conducted.

Research indicates that removing barriers to the returns experience carries the most influence towards building customer loyalty.

Supporting data suggests user convenience rates higher in value than an in-store interaction or additional product details on the website.

Ready access to a clear return policy also ranked high with the goal of building consumer confidence.

How might we...

How can we make returning an item a net positive customer experience?

Design Approach

User Flow

Being hypothetical, the list of possible solutions were limited to things achievable by design. To refine the scope of the project, a user flow was created to identify what features and pages would be necessary: home, user account, returns, and confirmation.

User flow for an online retail return.

Preliminary Designs

Early low-fidelity designs feature a hierarchical design, top navigation bar with search feature, a footer with store info, social media links, and additional site navigation options.

Return Accordion

  • Accordion gives the user control in the amount of information on screen.
  • Allows flexible travel between return steps
  • Reduces navigation between separate pages
  • Once submitted, user is taken to a confirmation page and the process is complete.
  • Breadcrumbs below navbar assist in user orientation.
Returns accordion wireframe.
Returns Page: Low Fidelity Mockup

Final Design

”Everybody has had to return something online and this [design] made sense and it’s easier than before.”

- Study Participant 5

Outcome & Lessons Learned

Outcome
&
Lessons Learned

Outcome

The site imagines a convenient and easy way to guide users through an online returns process. Participants consistently navigated the returns user flow.

Lessons Learned

Since it's a design prompt, the assignment would benefit from living consumer behavior data from an online retail space to include metrics such as mouse tracking, click rates, recording sales return rates, etc.

Case Studies

Mobile phone with timekeeping app floating above an orange and violet background.

Want to know more?

Check out the about page, reach out on social, or drop me a message. Thanks!