sam lindsay
versatile designer with expertise in UX & graphic design
I created the type lockup and animations for J.Jill's 12 Days of Gifting campaign.
These assets were used in various forms on the site, social media, and email communications.
VFC/The North Face
X Bentley HFID
Streamlining the returns process
for online purchases through an
improved mobile experience
TIMELINE: 5 weeks
TEAM: 4 graduate students (including me) in the Bentley HFID Master's Program; HF710: Managing a User-Centered Design Team
MY ROLE: Design concepting and prototyping, client presentation design, research support
TOOLS: Figma, Miro
The Challenge
VFC is the parent company of a family of prominent e-commerce brands. Representatives presented our class at Bentley with the challenge of improving the returns process for products purchased on their online platforms.
Given the limited duration of the project, we were asked to consider quick wins in the digital space that would reduce customer churn, reduce customer service call volume, and increase customer lifetime value.
The Solution
After considering these constraints, our team created an updated mobile-first return flow to simplify the digital returns process, focusing on The North Face as one of VFC's most widely known brands. Major factors considered in this solution included:
Matching mental models established by other leading competitors
Emphasizing flexibility and customer control with convenient options
Providing transparency into the returns process
The Journey
Preliminary Research
In conducting research on general best practices for returns in the digital space, we found that the return process should be:
FAST & EASY
-
Frictionless
-
Intuitive
-
Seamless
More than half of millennials won’t buy from a site again if the return process is too much of a hassle. To retain customers, the process needs to be seamless and easy to use.
TRANSPARENT
-
Display user's status
-
Set expectations
-
Explain the process
It is essential for customers to know what to expect at each step and understand where to easily locate the status of their return.
FORWARD-THINKING
-
Mobile-first
-
Paperless
Customers are quickly becoming more accustomed to making purchases and returns on their mobile devices. Also, finding paperless alternatives is an excellent opportunity to cut costs and build appreciation with environmentally conscious consumers.
We also conducted research on returns best practices demonstrated by leading companies including Amazon, Patagonia, Nordstrom, REI, Walmart, and GILT Group.
Most of these companies provide transparency into the returns process and state the status of the return in an easily accessible location.
Additionally, customers are guided to choose the method of return that is most convenient for them, regardless of whether it is through the mail or in-store.
We also conducted five user interviews to discover the most important factors in the returns process for consumers. Key points that arose in these interviews were in line with findings from our general research on returns.
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Everyone wants returns to be easy.
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It is important to set timeline and process expectations; the customer should not be confused about how long it will take to receive their refund or where they are in the process.
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Many people choose to return their item in-store because they find the process to return by mail so inconvenient.
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No one likes printing!
Finally, after identifying a mobile-first solution as the best direction for our project, we evaluated the current mobile returns experience for The North Face based on User Experience design heuristics. This allowed us to identify several areas for targeted improvements.
SIMPLICITY
Directions for returns were confusing and made it hard to understand how to begin the return process and what to expect along the way.
TRANSPARENCY
It felt impossible to keep track of where we were in the process. There wasn’t any information provided throughout the process regarding the status of the return.
VISIBILITY
There were too many numbers to keep track of (order #, return authorization #, tracking #) and one of them (return tracking #) didn’t actually provide any information.
Design Process
Our preliminary research narrowed our focus to create a design that meets the following criteria:
MATCHES
EXPECTATIONS
MOBILE
FIRST
CONVENIENT OPTIONS
TRANSPARENT
PROCESS
Each team member developed sketches demonstrating an idealized flow through the returns process based on these principles.
We then created a prototype in Figma, bringing together several components from our sketches. We conducted testing with five new users to determine any changes that should be made to the design to finalize it for presentation to the client.
The Final Product
Our final design incorporates the following updates to improve the returns process from the perspective of the user and client.
Simplified Account
Our design keeps things simple and minimal. It reflects a familiar mental model for online accounts (e.g. Amazon). Users can see the current status of their orders and critical information about each immediately.
Improved
Task Menu
When the user selects an order to view additional information, they are taken to this simplified menu. A lack of clutter makes it easy to understand how to proceed with the appropriate task, and options are tailored to reflect the most likely tasks the user might want to complete at this stage.
Guiding &
Supporting
Users
When the user chooses to return an item, a friendly approach guides them through the process. We were careful to highlight the benefits of in-store returns as this option is preferable from a business standpoint and results in a faster refund for the user. We also included an online exchange option which emerged as a desired feature in our interviews.
New Return
Reasons
Interface
After the user selects their preferred return method, the next screen asks about the reason for the return. This updated interface was received positively by our users as a more delightful alternative to a traditional drop down. We also pared down the choices to reflect users’ desire for a simplified list of reasons.
Clear
Refund
Options
The next screen includes important details about each refund option. The “Instant Credit” option incentivizes users to keep their money within North Face, and a concrete refund timeline for the original method of payment sets appropriate expectations.
Modern
Returns
The final screen reiterates all the details the the user has provided, restates the refund timeline for transparency, and includes clear instructions on how to complete the return. To reduce waste and inconvenience, a QR code is provided in lieu of a return label, similar to an Amazon return. The user can save the code or add it to their wallet and then simply bring the code along with their item to the post office to have their return packaged and shipped for them.
TRANSPARENCY & EXPECTATION SETTING
We created a visualization across the journey of the return that will be available in the user’s account. This fulfills an expectation for clear insight into where the package is and when the refund will be issued.
Simplified Account
Our design keeps things simple and minimal. It reflects a familiar mental model for online accounts (e.g. Amazon). Users can see the current status of their orders and critical information about each immediately.
Improved
Task Menu
When the user selects an order to view additional information, they are taken to this simplified menu. A lack of clutter makes it easy to understand how to proceed with the appropriate task, and options are tailored to reflect the most likely tasks the user might want to complete at this stage.
Guiding &
Supporting
Users
When the user chooses to return an item, a friendly approach guides them through the process. We were careful to highlight the benefits of in-store returns as this option is preferable from a business standpoint and results in a faster refund for the user. We also included an online exchange option which emerged as a desired feature in our interviews.
New Return
Reasons
Interface
After the user selects their preferred return method, the next screen asks about the reason for the return. This updated interface was received positively by our users as a more delightful alternative to a traditional drop down. We also pared down the choices to reflect users’ desire for a simplified list of reasons.
Clear
Refund
Options
The next screen includes important details about each refund option. The “Instant Credit” option incentivizes users to keep their money within North Face, and a concrete refund timeline for the original method of payment sets appropriate expectations.
Modern
Returns
The final screen reiterates all the details the the user has provided, restates the refund timeline for transparency, and includes clear instructions on how to complete the return. To reduce waste and inconvenience, a QR code is provided in lieu of a return label, similar to an Amazon return. The user can save the code or add it to their wallet and then simply bring the code along with their item to the post office to have their return packaged and shipped for them.
Transparency
& Expectation
Setting
We created a visualization across the journey of the return that will be available in the user’s account. This fulfills an expectation for clear insight into where the package is and when the refund will be issued.