Returns Experience Redesign

27% reduction in customer support calls with nationwide access to flexible return locations for a seamless experience from purchase to return and back.

Role: Senior UX Manager and Lead Designer / Team: Product Design, Content, Strategist, Product Manager, Technology / Timeline: 3 months Q2 /
Tools Used: Figma, Figjam, Adobe Analytics, Maze, Medallia

The Challenge

Multi-banner customers shopping across Hudson's Bay platforms struggled to navigate the orders and returns process, resulting in support call volumes 27% above target.
The Problem

Customers couldn't locate Orders & Returns from the landing page, were overwhelmed by poor information grouping, and relied heavily on support teams to find orders by date.
The Solution

We re-designed the Returns experience taking an end to end approach from our Homepage through to our Orders & Returns portal.

Previous State of the Experience

1) Users are unsure of where to locate Orders & Returns from the landing page.
2) User interviews revealed that customers were overwhelmed by how information was grouped resulting in cognitive overload
3) Data and analytics revealed that customers are relying on customer support find their exact return by dates

Research and Discovery

A heatmap of the landing page confirmed assumptions that users couldn’t find “Orders & Returns”
link from the landing page to start their Returns journey. 27% of support calls were concerning customers trying to find their return by date.

Research Methods

Stakeholder ideation facilitation. User Interviews with 5 participants.
User pain points

Customers are unable to find where to return all products in-store, online, and in a timely manner. Customers want the ability to track their orders and returns in an efficient manner.
Areas of Opportunity

Where we affect: In-Store, App, Orders & Returns and Customer Profile.