Designed online returns system, reducing customer support calls by 140 mins/week

THE PROBLEM

User feedback shows an uptick in frustration during the pandemic due to limited return options beyond in-store.

Customers frequently spend too much time on calls trying to understand the in-store return process and policy for online purchases. At the moment, we don't have an alternative for returning products bought online without requiring a store visit.

No alternative to in-person returns during the pandemic, creating safety and accessibility concerns

Difficulty checking return eligibility or status without calling customer support

Inconvenience of transporting large items for return like appliances or furniture in person

Lack of flexible return options beyond in-store visits

Frustration with long call wait times for simple return queries

High effort required to return small items due to travel distance.



SCOPE AND OBJECTIVES

Online Returns is one of the more requested feature in the website in 2021. With a key goal to elliminate customer service calls around finding item return eligilbility, return policy and refunds,we planned on an MVP after a scoping and priortization matrix exercise.

SOLUTION & IMPACT

Recognizing customer and associate pain points—and benchmarking against other retailers—we launched a fast, user-friendly online return system in 6 weeks.

  • Enabled customers to initiate returns online with options for UPS drop-off or courier pick-up
  • Introduced self-service returns and provided detailed FAQs, reducing return-related support calls by 140 minutes per week
  • Collected valuable product feedback through customer input during the return process





ONLINE RETURN PROCESS

Users can now easily start a return online with speed and convenience

Provision to start a return

In the first step, users can view all eligible products and select the items they wish to return. After choosing the items, users can select a reason for the return, helping us gather insights on that product. They are then shown how many boxes/labels will be generated for the return. Additionally, we provide information on in-store returns as an option for frequent online shoppers who may find it more convenient.

Giving users more flexibility

In the first step, users can view return-eligible items, select what to return, see packaging details (boxes/labels), and are reminded of the in-store return option for added flexibility.

What users thought

  • Most users found the interface intuitive and easy for initiating returns.
  • Users valued clear info on return labels and packaging requirements.


Users expressed strong satisfaction with the availability of diverse return options and the flexibility to schedule pickups.

Retur Method : UPS Drop-off

In step 2, customers are provided with return method choices. They can select the UPS drop-off option to return their packages using the provided labels by a specified date. A list of eligible drop-off locations is provided to assist them in making this decision

Retur Method : Courier pickup

Another convenient option allows users to schedule a package pickup for a specific date and time, with a mail service collecting the labeled package from the delivery address. At this stage, both return methods, like in-store returns, are free of charge

What users thought

  • Most users appreciated the return method options from other delivery service companies, having long awaited this convenience
  • Most users appreciated the ability to select a specific schedule for the courier pickup, as it allowed them to prepare for the handover of items. This method was especially preferred for returning larger items.
  • A summary of selections and refund details helped users proceed confidently with the return process.



Guided return process with clear instructions and packaging labels

Once confirmed, customers receive a return summary detailing the method, location, expected return date, and labels. Clear preparation steps are provided based on the chosen method, and the information is also emailed for easy reference.

What users thought

  • Users appreciated the clear return confirmation with next steps, which gave them confidence to complete the process without needing customer support.
  • Fast refunds upon courier scan were seen as a major improvement over typical retailer policies.




RESULTS

After launching the online returns feature, we noticed the following improvements in the customer experience over the next quarter:

  • From CSAT data, the number of customer complaints related to online returns significantly reduced in the following weeks of feature launch
  • Over 3 months, we saw a reduction of customer service calls enquiring about returns eligibility, alternative methods of product returns and product packaging.
  • We saw a mix of choice from customers related to return methods and surely saw an increase in customer satisfaction
  • As anticipated, we received inquiries about the availability of a printed return label for the courier pickup method—a feature we couldn't implement within the six-week timeframe.

In Phase 2, we are planning several enhancements to improve user experience and operational efficiency. One key improvement will be the option to provide printed labels at an additional cost for users who find it inconvenient to print their own. Additionally, we are gathering all inquiries related to online product returns to enhance our FAQs on the website. From a business standpoint, the team is also strategizing an expansion with our courier partners to streamline our logistics further.


How convenient the returns process has become!
- users during moderated interviews


RESEARCH & SCOPE

Key insights from Customer Satisfaction Surveys
The most frequent concern related to returns was from online shoppers who felt the lack of alternative return options for products purchased online. Customers, based on their experience with other retailers, wanted the convenience of a UPS drop-off or schedule a courier pickup to simplify the logistics of the return process.


I purchased my products online, but I still have to go to the store to return them. Why can't there be a more convenient return option, like other retailers offer


Needs and painpoints of customers, store associates and the business from interviews

Based on insights from competitor analysis of major retail players such as Lowe's, Ronas, Amazon, Best Buy, and Gap, we identified a common theme in the customer online returns process, which we were prepared to implement.

What order do you want to return? > What items do you want to return? > How do you want to return them? > Ready to submit?

Insights from Baymard literature
We used the following insights to help make some key decisions in our design thinking:
Instore returns are still an important return method - During testing 20% of the users preferred returning an item directly in store. Some benefits attached included avoiding shipping fees, getting a refund immediately, avoiding packaging, and immediately shopping for a replacement.
Cost of return is critical information - providing transparency on cost of returns benefits a user in completing their return decision. If additional fees apply, it helps to show the information upfront
Return methods - showing only one return method that turns out to be inconvenient to a user leaves a lasting impression on the site. When provided with options, 75% of the time customers tend to choose an option other than the default return method
Inconvenience of Shipping labels - most users do not immediately print their shipping label for return due to lack of access to printer. 67% of the test users would postpone printing the label to a later time which slowed down their return process.

Scope of Project with key features
1. Enable customers to initiate a return directly from the Orders page.
2. Display all eligible products for return with the option to select, while capturing return reasons for internal insights.
3. Introducing new, convenient return options such as Drop-off and Courier Pickup, while also offering the option for in-store returns
4. Display the total refund amount and any additional costs upfront, along with the expected refund timeframe
5. Provide packaging and return instructions for different return method, along with immediately emailing/viewing the return label.
6. Send return summary along with return label by email for customer reference



SPRINT 0 - CONCEPT SKETCHING

My design thinking approach to initiating returns online was as follows:

  • Item-wise returns on an order: Drawing from competitors and Baymard literature, and adding to the existing experience on the order details page, I introduced an ‘return item’ call to action at item level to help a user easily decide on which item to return. This call to action will appear only for items that are eligible for return, and if they have been delivered or currently in transit.
  • Introducing different Return Methods: With input from the product and business stakeholders, we introduced two additional return options: courier pickup and UPS drop-off. When returning an item, a pop-up modal appears to select the return method and charges. Since all returns are currently FREE, I emphasized this for the user and added features to locate eligible stores to assist in the decision-making.
  • Customizing Courier Pickup: To enhance convenience and clarity for this return method, I included input fields for the user to specify the date and time frame. Additionally, I included a feature that allows users to request a label, addressing the common issue of limited printer access.
  • Summarizing information: I consistently presented essential information for users' decisions, such as the refund total, selected return method, and return window. Upon confirming a return, a summary would be displayed, including instructions specific to the chosen return method.

Voted features:
After reviewing ideas and discussing benefits and risks, we voted on the following decisions for our online returns:

  • Initiate a return from the order details page at order level considering ease of implementation
  • Select specific products and quantities from the order to return.
  • Select the return method, users needed to choose if they’d prefer to drop off at a courier location or schedule a courier pickup.
  • Remind users that products could be returned to any Home Depot store and provide a map of all of the closest locations.
  • Accommodate extra large items like patios, hot tubs or appliances. We needed to use a special courier that could arrange to pick it up. These couriers would contact the customer directly and needed the customers contact information.
  • Accommodate customers who did not have printers to print our return labels. We added an option for users to have labels provided by the courier at pickup or drop off.
  • Provide users with instructions and details about their return. Users needed to print and attach a label to a package they’ve prepared for the courier and know where to go to drop off or when the package would be picked up.
  • Most importantly, users needed to know the refund amount and when they'd receive it

INSIGHTS FROM CONCEPT TESTING



We conducted unmoderated usability tests for users to independently interact with our prototype, assessing their ability to complete the return process without guidance. Users returned products from the order in the prototype, revealing preferences for either dropping items off at courier locations or having them picked up. We observed their attempts, noting roadblocks, pain points, and successful outcomes.


Key insights from our concept testing that will guide further development:

  • Users acknowledged that the return process was intuitive and familiar to their experience with other retailers. They addressed that they saw all the information that was required to make a decision.
  • Users were not always clear on how they should package their return, questioning if they needed to use the same packaging the item was received in, (which they did not) and if all of the printed return labels needed to be used (which they did).
  • Users also wanted to know exactly when they would receive their refund. We were able to issue refunds as soon as the user the product was with the courier, a huge competitive advantage to be utilized. .


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